Last we checked, Ford was in the business of making money. And like any strong business, investing in markets with large reserves of untapped potential usually bears fruit. Ten years ago, it was electric vehicles. Ten years before that, it was crossover SUVs. Ford thinks the next big thing will be pickup trucks that are just slightly different from what’s already on offer.The company was, before US President Donald Trump altered fuel economy standards for the next few years, working on an all-electric pickup priced under $30,000. Since then, Jim Farley, Ford’s chief executive, said the company was scrapping its plans to build the EV truck and instead make a new, combustion engine-powered pickup. It already offers four different trucks. Is adding a fifth really the right move for Ford?Ford has not yet released pricing or powertrain information for its new pickup. Ford Cancels Electric Pickup FordThe original plan Ford pitched was scrubbed after a $5 billion investment into two assembly plants for electric powertrains and an EV pickup. The announcement of a new ICE powered pickup came during the president’s visit to Ford’s Blue Oval City plant near Memphis, Tennessee. Production was scheduled to begin in 2027, with Ford boasting the truck being as fast as an EcoBoost Mustang and having more cabin space than a Toyota Rav4. This would slot it between the Maverick and the Ranger in terms of price, size, and functionality.Now that the EV has been shelved, a gas-powered pickup with a similar CV is taking its place with production starting in 2029. Another pickup in Ford’s lineup sounds like it could be a fifth member in its barbershop quartet: unless he’s hitting all the right notes, it won’t be long before he gets cut.Rather than add an electric powertrain to the Maverick or Ranger – which is easier said than done – the original electric pickup was going to ride on Ford’s new Universal EV Platform. The new truck planned in place of the EV is yet to be officially announced, with Ford not having any official word published regarding the timeframe and specs of the upcoming vehicle. Everyone's Got Truck Fever Brett Evans / CarBuzz / Valnet Ford isn’t the only one coming down with truck fever. Hyundai revealed the Boulder Concept at this year’s New York International Auto Show, Toyota is supposedly working on a mini truck, and General Motors has yet to play ball against the Bronco and the Maverick. In the next five years, the floodgates will open and all these trucks will either find homes quickly or fail after two model years. Hyundai and Kia have teased both the Boulder Concept and Tasman pickup for the US market, the latter of which is coming to our shores.Kia What we’re wary of is the sudden influx of other trucks, specifically with Ford’s latest pet project. Is this not crowding an already packed lineup of pickups? Toyota only has two in the stable, so adding a third (especially now with the brand’s “beyond zero” marketing campaign) makes sense.Hyundai and Kia don’t have any trucks in the US which makes their entry even more interesting. GM is lagging behind, and if they continue to do so, it leaves room for another player to capitalize on the impending truck boom. Also, it means the chances of another Cadillac Escalade EXT are slim to none. Darn! Is There a Buyer for Ford's New Truck? FordWe know the truck would sit between the Maverick and the Ranger in terms of size and price, which is around $30,000 in the US. If it continues with the ethos of the EV it’s replacing, the cabin will be similar in size to that of a compact SUV. This paints a picture of a truck that’s easy to get in and out of, offers decent comfort, and without any word on powertrains just yet, we could assume it’ll employ the small 2.3-liter EcoBoost and save the 2.7-liter turbocharged V6 for the Ranger.It doesn’t make too much sense to offer something between the Maverick and the Ranger, especially when sales for each are still strong. Making a pickup for a customer who needs something comfortable and fuel efficient, while also looking for something with utility capabilities seems like an interesting bet, but only one vehicle exists like that already.Buyers have their choice of Maverick or Ranger, both of which offer what the customer needs after prioritizing their list of requirements. The market for this truck is the person who wants a truck but who doesn’t actually need one, something the Maverick has capitalized on since its debut in 2022. We don’t see this truck being successful at first because the Maverick already fills this gap quite well.Ford For example, the last two cars my grandfather purchased before he passed were minivans. The first was a red Dodge Grand Caravan, and the second was a silver Toyota Sienna. He rarely had to carry a bunch of people with him, and he was still actively biking and playing softball. He wanted something that was comfortable but could also be used for utility purposes when he was doing yard work and house projects.The Dodge had Stow 'n Go second row seating, and in the Sienna, the second row was easily removable. He used his minivans like trucks, but it served him better than a pickup could because they fitted into the garage, had easy ingress/egress.Now that minivans are trying hard to become luxury vehicles and start near $40,000, Ford’s new truck seems like the perfect alternative for people who rely on other types of vehicles to do “truck” things. It clearly won't be as small as the Maverick, so the added comfort and utility that comes with it might encroach into Ranger sales.What's interesting is how this new vehicle doesn’t need to define itself as a pickup in order to serve the needs of the people who will benefit most from it. Will Ford's New Truck Fail? Ford“Fail” is a strong word. Failure is a learning opportunity and a time to reflect on what went wrong. Adding a fifth truck to the lineup seems excessive, but Ford is synonymous with trucks, so who’s to say it won’t work out for the blue oval? There is constant outcry from people who want an “affordable” truck and say how they’ll buy it if it costs less than a box of Pop Tarts.The truth is, Ford, and everyone else, make trucks that cost less than the average price of a new car. It just won’t come with heated seats, a larger screen, alloy wheels, or four-wheel drive. If it fails, it won't be because Ford didn't listen to what people want.People who want a truck for non-utility purposes know that the pickup is a status symbol. It’s like wearing a Rolex but never checking the time. Interestingly, the truck people want is the most expensive one, but they don’t want to pay for it. A $20,000 truck is not possible in today’s market, even if it is a Maverick. But a $30,000 truck is plausible and doable, especially if the masses can agree that they don’t need all the extra features that come on more expensive trims.This new truck will only fail if the market fails it, but as of now, it looks like it will meet the needs of a handful of people who just need something that will fit in the garage, haul some stuff, and have a comfortable ride.Reading between the lines, this is what the truck shapes up to be. For the price, it won’t have all the features in its base trim, and where its positioned means it won’t be a body-on-frame truck. Its announcement comes after scrapping an all-electric model, which means it’s most likely built on the pre-developed platform or easily compatible with a hybrid or EV powertrain. It seems like it will be milder than the likes of Hyundai and Kia, not to mention it won’t have the cult following that a Toyota minitruck would garner.The real answer to people who want a cheap truck isn’t actually a new truck. It’s a used one. Everyone who wants a truck might not be able to climb up into one or want to constantly pay to fill it up. Ford’s unibody pickup will no doubt look the part but serve owners well after they’ve recovered from thinking they need a truck. Congratulations, Ford. You’ve just announced you’re making a Honda Ridgeline. And that’s a damn good truck.Sources: Ford