Ford Motor Company has filed to trademark Ranchero in the UK, Canada, the U.S., the European Union, Australia, and New Zealand, Ford Authority has learned.
Filed on August 5th and August 6th, these applications contain the goods and services description of “motor vehicles, namely, gasoline and electric automobiles, pick-up trucks, vans, sport utility vehicles and their structural parts.”
| IP Office | Serial Number | Application Date |
|---|---|---|
| UK | UK00004244868 | August 5, 2025 |
| Canada | 2415723 | August 5, 2025 |
| USA | 99320314 | August 5, 2025 |
| European Union | 19228685 | August 6, 2025 |
| Australia | 2574279 | August 6, 2025 |
| New Zealand | 1299581 | August 6, 2025 |
The Ford Authority Take
Amid a flurry of trademark filings for various potential future vehicle names – including some from the past – Ford filed to trademark Ranchero with the United States Patent and Trademark Office (USPTO) earlier this month, as Ford Authority previously reported. That would be notable on its own accord, but this filing also came mere days before the automaker unveiled its new universal EV platform this past Monday, which will underpin a variety of future models – including a mid-size EV pickup, slated to launch in 2027.
The Blue Oval revealed a few key details about this new EV pickup during that same event, noting that it will be offered exclusively in four-door guise, while owners will be able lock their gear in the bed without the need for a roof rack or trailer hitch racks. It’s expected to be closer in size to the Ford Maverick than the Ford Ranger, and the new model will reportedly be as quick as a Mustang EcoBoost, with more room inside than a Toyota RAV4. It will be produced at the Louisville Assembly plant with a launch date of 2027 and a potential max annual capacity of 190,000 units.
The future model will reportedly offer up 51 kWh of usable energy from its LFP battery pack, which is quite tiny when compared to most EVs on the market today. However, it may also be offered with nickel manganese cobalt (NMC) batteries as well. On top of that, Ford CEO Jim Farley stated that the “sleek and digital” pickup will be able to power a home for upwards of six days, too.
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. 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 flurry of trademark filings do indicate that the automaker plans 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. Throw in the fact that Ford stated that the new EV pickup will be exported from Kentucky to global markets, and it sure seems like a decent possibility, at least.
Comment
If Ford produces something the likes of a real El Ranchero o El Camino from GM, then it´s OK. If they are going to do another Ranger or do what they did with the Maverick using again a name to do another vehicle that has absolutely no relation with the original name, then it has this trademark has absolutely NO sense.