finance
Ford Tests Camouflaged EV Pickup With QR Code to Product Site
Ford has placed camouflage wraps on a prototype electric pickup truck during public testing. The wraps include QR codes that direct viewers to a company webpage showing additional footage and inviting sign-ups for updates.
Jul 11, 4:47 AM·1m read1 source
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Ford has been testing a camouflaged electric pickup truck on public roads in recent weeks. The wraps feature patterns of dogs, sailboats, soccer balls, and heart emojis along with small QR codes. " The page displays clearer video of the vehicle in snow testing and production settings and offers visitors the option to receive progress updates.
Clarke, Ford's vice president of advanced development projects, appears in a video on the site. He states the page provides exclusive insight into the project's progress. The camouflage both conceals the truck's final design and generates early interest ahead of an official launch.
The unnamed pickup is scheduled for customer delivery next year. It is the first vehicle built on Ford's universal EV platform, which the company says can support up to eight different models. Ford previously ended production of an earlier electric pickup after annual sales reached 33,510 units in 2024, below the company's prior target of 150,000.
The company recorded $19.5 billion in charges tied to its EV restructuring.
The upcoming truck enters a segment that now includes a $24,950 electric pickup from Slate, scheduled for customer deliveries this year, and a sub-$15,000 Fiat model already available in the United States. Chinese manufacturer BYD became the world's largest seller of battery-electric vehicles last year.
Ford CEO Jim Farley has cited Chinese vehicles' technology, affordability, and build quality as competitive factors.
