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Patent Registration in the U.S. Indicates Possible Return of Classic Name for a Mid-Size Electric Model.
The new Ford Ranchero may be on its way, and this time in a fully electric version. According to Car and Driver, Ford officially registered the name with the United States Patent and Trademark Office (USPTO) on August 5, 2025, just days after CEO Jim Farley suggested a modern “Model T moment” for the brand.
The name Ranchero was originally used between the 1950s and 1970s for a two-door pickup based on passenger cars. Now, it seems that the manufacturer intends to revive the nomenclature in a new generation project, possibly aligned with an unprecedented flexible electric platform.
Context of the Registration and Expectations for the Announcement
The registration request for the new Ford Ranchero was made less than a week before a major event scheduled for August 11, where Ford is expected to present its new modular architecture for electric vehicles. The platform is set to support different types of body styles, increasing the chances of a mid-size electric pickup being among the next launches.
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He bought a new car in 1983, locked it in the barn in 1988, and no one opened the door for 38 years until the family discovered what was stored inside and realized it looked like something out of a movie.
The expectation is that the model will be positioned between the F-150 Lightning and the Maverick Hybrid, occupying a strategic space in the portfolio. This positioning may attract consumers looking for the robustness of a truck with more compact dimensions and potentially lower cost.
Historical Rescue and Naming Strategy
The name Ranchero carries historical weight for Ford. Launched in the mid-1950s, the original model combined the practicality of a pickup with the comfort of a car, a concept that inspired vehicles like the Chevrolet El Camino. By reusing the name, the brand reinforces a recent trend: rescuing icons from the past to create an emotional connection with the public, as seen with the Maverick and the Bronco.
In the market, this strategy helps to associate technological innovation with brand heritage, facilitating the acceptance of new concepts—especially in segments where tradition weighs in the purchase decision, such as pickups.
Possible Features and Areas of Operations
Although there are still no official details on design or specifications, the new Ford Ranchero could adopt solutions already seen in other electric models from the brand, such as competitive range, all-wheel drive options, and advanced connectivity systems. Ford is also expected to leverage the new platform to maximize modularity, allowing application in different versions and configurations.
If confirmed as a mid-size electric pickup, the Ranchero will directly compete with future rivals from Tesla, Chevrolet, and Stellantis, positioning itself as an option for those seeking loading capacity with zero emissions.
And you? Do you believe that Ford should really revive the Ranchero name for an electric pickup? Or do you think the brand should opt for a completely new name? Share your opinion in the comments—we want to hear from those closely following the world of pickups.
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