If there is one thing that car shoppers know right now, it is that buying a pickup is almost like buying a house: hard to find and priced about the same. But legacy automaker Ford (F) may have a workaround on that one, as there are signs that the Ford Ranchero may be making a comeback. Investors were not especially interested, though, and sent shares declining over 1.5% in Thursday afternoon’s trading.
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The Ranchero goes back to 1957, and combined a station wagon platform with a body similar to a car, allowing for a short kind of pickup bed located behind the equally short cab. It is similar in nature to the El Camino, though the El Camino was significantly more popular than its competitor. Fast forward to more recent times, and Ford reapplied for the Ranchero trademark back in August 2025, suggesting that Ford may have plans for the name, if nothing else.
After a series of unexpected—and occasionally odd—reversals, Ford got the name Ranchero back, which suggests a new vehicle could be in the offing. Could it be the name for that electric pickup Ford was said to be working on? Could it be a refinement of the Ford Falcon from the 1960s? I personally was hoping for a return to the Ranger of the 1990s, a pickup large enough to carry most standard household items, but perhaps not large enough to travel with boulders in the bed.
Serena Williams’ Navigator
Meanwhile, reports note that tennis star and Ford brand ambassador Serena Williams is getting a special nod with a new Lincoln Navigator. The Navigator will offer a special color scheme, using Perfect Rose paint, which is a variation on Sunrise Copper. The interior, meanwhile, will use a combination of Clay Court and Afterglow, along with golden accents and brown leather on the seating.
The seats will actually be based on tennis ball stitching, reports note, using perforations as well as double-diamond quilt stitching. Personalized “Keep Going” sill plates offer an inspirational touch, and a “…hand-painted Big and Little Dipper constellation” is included on the console. This sounds like an impressively personalized car…for Serena Williams. Whether anyone else wants it, though, is anyone’s guess.
Is Ford Stock a Good Buy Right Now?
Turning to Wall Street, analysts have a Hold consensus rating on F stock based on three Buys, eight Holds and one Sell assigned in the past three months, as indicated by the graphic below. After a 20.24% rally in its share price over the past year, the average F price target of $13.88 per share implies 15.1% upside potential.
