Ford Motor Company has filed to trademark Ranchero with the United States Patent and Trademark Office (USPTO), Ford Authority has learned.
Filed on August 5th, 2025 under the serial number 99320314, this application contain the goods and services description of “Automobiles; Motors, electric, for land vehicles; Motor vehicles, namely, automobiles, trucks, vans, sport utility vehicles and structural parts therefor; Pick-up trucks; Electric cars; Electric vehicles, namely, electric passenger automobiles, pick-up trucks, vans, sport utility vehicles and their structural parts.”
The Ford Authority Take
Ford has been working on developing a new, low-cost EV platform set to underpin a variety of future models for some time now – starting with a mid-size pickup. To date, it’s been entirely unclear what this new Ford EV pickup will be called, with many speculating that it could simply utilize the Ranger nameplate. However, there are reasons to believe that Ford will revive an old model name or perhaps come up with a new one for this purpose, and this new trademark filing seems to suggest that could be the case as well.
Mere days before The Blue Oval makes what it calls a “Model T moment” type of EV-related announcement that could mark the debut of the new Ford EV pickup, this trademark filing has appeared, in this case, for a model that isn’t currently being produced. The Ford Ranchero was a car-based pickup produced between 1957 and 1979, but that nameplate hasn’t been used by the automaker since it was discontinued decades ago.
1957 Ford Ranchero
It’s certainly not a given that the new Ford EV pickup will be called the Ranchero, but that name is ripe for the taking, and this trademark filing indicates that the automaker does indeed plan on using it for something. We also know that Ford likes to revive old names instead of creating new ones – see models like the Lightning and Maverick as examples. Additionally, Ford previously trademarked a bevy of old names like Capri, Cortina, Escort, Granada, and Orion in Australia, New Zealand, and the European Union – as well as F-200 in the U.S.
Comments
Yes! Bring back the Rsnchero as a nrw truck! Electric is even better!
If you’re going to call it the Ranchero, we the people want it to look like a Ranchero.
Great another EV no one will buy.
Its not ranger based. Its maverick based. Being passenger car based the ranchero name fits.
Maybe Ford will announce they will be using (re-badging) the upcoming Slate Truck as the Ranchero?
Why would Ford utilize the Slate when they’re underpinning the yet-to-be-named truck with a new chassis intended to be universally used with multiple vehicle types?
All around domestic car/truck guy here. I prefer GM, but wanted to say I hope they bring back the Ranchero name. But, if they resurrect the Ranchero, Ford should offer a regular cab model with a usable box area as an option. I own a 5th-generation El Camino and a 2-door GMC pickup.
Not everybody needs a 4-door pickup with a 4ft. box.