Ford's $30,000 EV truck is under wraps. Its camouflage is an ad.

• Ford's EV truck has been wearing camo during public testing.
• That outfit had a QR code which brings curious onlookers to a product announcement site.
• Ford's truck is the start to the company's next big EV bet.

Ford has been camouflaging its coming $30,000 EV pickup during public testing. Turns out, the going-out attire is intentionally revealing.

Photos and videos of the disguised truck have circulated widely online in recent weeks. And some of Ford's wraps have obscured the truck's body lines with a jumble of dogs, sailboats, soccer balls, heart emojis — and tiny QR codes.

Scanning one sends curious onlookers to an official Ford webpage that declares, "Congrats, You Spotted a Unicorn." There, the automaker shows clearer footage of the pickup undergoing snow testing and moving through production, while inviting visitors to sign up for updates.

"Chances are, you saw something on the road that piqued your interest, and you're here because you're curious," Alan Clarke, Ford's vice president of advanced development projects, says in a video at the top of the site. "This website will be your exclusive insight into our progress."

The camouflage is doing two jobs at once: concealing the big-bet truck's final shape and helping Ford build an audience before it officially pulls back the covers.

An EV recharge

There is plenty riding on the truck underneath.

The so-far unnamed EV (though rumors and patent applications suggest Ford may be resurrecting the Ranchero nameplate) is scheduled to reach customers next year. It's a big reset for the legendary automaker.

Around 2020, Ford had high hopes for its first generation of mass-market EVs, including the F-150 Lightning, a full-size electric pickup that started at mid-$50,000. Ahead of its launch, Ford touted nearly 200,000 reservations and set a goal of eventually building 150,000 electric trucks a year.

Sales peaked in 2024 at 33,510 vehicles, falling far short of Ford's early ambitions. The automaker ended production of the original Lightning in late 2025 and recorded $19.5 billion in charges tied to its broader EV restructuring.

As its initial EV plans faltered, Ford assembled a roughly 350-person California skunkworks team led by Clarke to develop a cheaper and more efficient generation of electric vehicles, called the universal EV platform. The group focused on faster manufacturing, more aerodynamic designs, and dramatically fewer parts.

The camouflaged pickup will be the first test of that strategy. Ford says it can build up to eight different vehicles on the same battery infrastructure.

A tricky EV market with new contenders

Ford's lower-cost EV push is taking shape as a new crop of challengers reaches the US market.

Slate, a Jeff Bezos-backed startup, told Business Insider that the first units of its $24,950 electric pickup will reach customers this year. Fiat has also brought the sub-$15,000 Topolino to the US, although the tiny EV is closer to a golf cart than a daily driver.

And the greatest threat may be overseas.

BYD became the world's largest seller of battery-electric vehicles last year, reaffirming the pressure Chinese automakers are placing on established car companies. Ford CEO Jim Farley has repeatedly praised Chinese EVs for their technology, affordability, and build quality.

When Ford unveiled its Universal EV Platform in 2025, Farley framed the project as a response to competitors attacking the industry from several directions.

"We knew that the Chinese would be the major player for us globally, companies like BYD, new startups from around the world," he said in 2025. "Big technology has their ambition in the auto space. They're all coming for us, legacy automotive companies."