Ford Showcases Development of an Affordable Electric Pickup

While it is well known that the automotive industry uses prototype testing as a marketing strategy to offer sneak peeks at upcoming launches, the Blue Oval plans to take this strategy a step further than usual.

After the first versions of the midsize electric pickup truck—which Ford plans to launch with a starting price of $30,000—began appearing in California, enthusiasts noticed that the heavily camouflaged vehicles feature a QR code that links to a website showcasing the progress of its development.

The website congratulates visitors on “finding a unicorn” and includes a welcome message from Alan Clark, vice president of advanced development projects, who describes the site as an “exclusive window into our progress.”

Another video shows the pickup truck undergoing winter testing in northern Michigan. The side profile is clearly visible, as are images of the front end as it glides over the snow to test stability control.

Another short video showcases Ford’s new model development center, where the instrument panel and body are assembled, with the aim of highlighting the new “unicasting” manufacturing process, which seeks to accelerate development times, reduce part complexity, and lower costs.

The pickup, which CEO Jim Farley says is Ford’s response to low-cost Chinese electric vehicles, will be the first of several models developed on the Universal Electric Vehicle platform to be produced at the assembly plant in Louisville, Kentucky.