LOUISVILLE, Ky. — Ford Motor Company has announced what it calls its next “Model T moment," and a big part of that initiative involves a $2 billion investment in Louisville.

Visiting Ford's Louisville Assembly Plant (LAP) on Monday, Ford President & CEO Jim Farley revealed the automaker's plan to build a new affordable, all-electric vehicle at LAP.

It'll be a mid-size pickup truck set to launch in 2027, with a starting price tag of $30,000.

"We're doing so many new things... I can't tell you with 100% uncertainty that this will all go just right. It is a bet. There is risk," Farley said in front of thousands of LAP workers.

It comes as demand for EVs has slowed and those popular tax credits for consumers are going away soon because of President Trump's Big Beautiful Bill.

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