Ford has long been known for its large trucks and SUVs. However, the automaker believes that its path to profitability for electric vehicles lies in the lower-priced, smaller segment of the market. Marin Gjaja, Ford’s Chief Operating Officer for its Model e EV unit, said this strategy will enable Ford to compete more effectively with growing EV competition from China, particularly from automakers like BYD.

The shift includes plans to cancel a large, three-row electric SUV that was already in development and delay the next-generation electric pickup truck until 2027. Ford’s first new EV is now expected to be a commercial van in 2026, followed by a midsize pickup in 2027. The decision marks a significant pivot in the company’s EV strategy.

Ford CEO Jim Farley stated that smaller, more affordable vehicles will lead to higher adoption rates in the EV market. Farley explained that while larger vehicles generate higher margins for traditional internal combustion engines, the same does not hold true for electric vehicles due to the high costs associated with larger battery packs.

Although Ford’s EV division has faced significant financial losses, the automaker remains committed to building a more sustainable and profitable electric vehicle lineup. Wall Street has responded positively to Ford’s revised strategy, with the company’s stock rising 2.3% after the announcement.

Ford’s commercial vehicle segment, including its “Pro” business, has been a bright spot, offsetting some of the company’s losses in the EV sector. Ford is also refocusing its battery production in the U.S. to support these plans. Investors are optimistic that these moves will position the automaker for success in the growing EV market.