- Ford will debut five new models under $40k before 2030.
- They’ll be SUVs, trucks and cars with mix of powertrain types.
- First affordable model is $30,000 electric truck coming ’27.
The average new car now stands at $50k, and that’s a stretch too far for many American drivers, who in some case have drifted to used lots and rival brands. But Ford wants to throw them a lifeline, well, actually five lifelines, promising a wave of sub-$40,000 vehicles before the end of the decade.
Ford executives told retailers at this week’s NADA Show meeting that five new models priced under $40k will join the lineup by the end of the decade, Automotive News reports. That is not just one bargain hero car, but a whole lineup.
Related: Ford Just Killed A Popular SUV And Dealers Are Not Happy
The first arrival is one we already know about, a midsize electric pickup coming next year, a truck dealers are already buzzing about. Previous reports suggest it could land around the $30k mark, which in today’s market qualifies as almost suspiciously affordable and could leave startup Slate’s electric truck dead in the water.
Cross-Segment
But Ford’s plans go far beyond one electric truck. Andrew Frick, who heads up Ford Blue and Model e, told Auto News the new products will span cars, trucks, SUVs, and vans with a mix of powertrains. These will be brand new nameplates, not just cheaper versions of existing models.
“It will be across our lineup of cars, trucks, SUVs, vans, and it will be multi-energy,” Frick said. “That’ll start to fill in the product side, but we have work to do to help affordability in the near term more tactically.”
That sounds great, but dealers still have some short term pain to manage.
Short-term Gap
A big hole in the lineup is centered around the Escape (pictured below). Ford stopped building its entry level crossover in December, and although dealers still have stock to sell, at some point this year they’ll be left with a gap right where many first time and budget focused buyers used to land.
“We understand we’ll be selling Escape into this year, but at some point we’ll run out,” Frick explained. “That does not mean we cannot continue to drive profitable growth through the nameplates we have.”
Dealers have been clear they would love a proper replacement, and while they are dreaming, maybe even an affordable sedan too.
In the meantime, Ford plans to push more entry level trims of models like Explorer and Bronco, lean harder on certified pre owned cars, and offer longer loans and first-time buyer programs. Frick told said there are about 10 separate actions in motion to tackle affordability, so the next time you head down to your Ford dealer, don’t be afraid to bargain hard.
