- Ford dealers want a new affordable SUV to replace the Escape.
- Retailers also see big demand for a mainstream budget sedan.
- Dealers are optimistic about Ford’s upcoming $30K electric truck.
Ford had a sales year worth celebrating in 2025 growing 6 percent to around 2.2 million units in the States. Still, some think it could have been even bigger. Dealers are thrilled with sales momentum, yet some say the Blue Oval lineup still has a gap right where mainstream buyers live. Not trucks, not pricey SUVs, just honest, affordable metal people can actually buy on a regular income.
More: Ford Confirms Five New Affordable Models, And One Is Cheaper Than You Think
According to the Ford National Dealer Council chairman, retailers feel great about the trucks, vans, and SUVs in their portfolio, and though they miss the recently-axed Escape, they’ve done a good job of retaining those customers by pushing them into Mach-Es, Bronco Sports and base Explorers.
But they can also identify an opportunity or two, and one of the vehicles they wish Ford would build for them to sell might surprise you.
Dealer Wishlist
“As Ford dealers, we know that our truck lineup, our commercial vehicle lineup and our SUV lineup is the envy of the industry,” Steve Blasing, Dealer Council chair and owner of Westlie Ford in Minot, ND, told Auto News when asked what one additional model he’d like to have.
“Everybody would love to have that lineup. But with that said, all the dealers will love to see an affordable SUV and a sedan that competes with the imports. So actually two [models].”
Asking for an affordable SUV to replace the Escape (pictured above) seems perfectly logical, but the request for a sedan might raise a few eyebrows. Ford currently does not offer a sedan of any kind in America, having decided to vacate the market in favor of more fashionable SUVs. But two of the 10 best selling vehicles in the US last year were sedans: the Toyota Camry (pictured below) and Corolla.
Don’t Hold Your Breath for a Sedan
There’s a good chance Ford won’t come up with a new sedan. CEO Jim Farley recently explained that the company shifted away from mainstream models in a squeezed market in favor of emotional ones to boost profitability. But there’s still plenty of good, affordable-vehicle news on the horizon for Ford dealers, and it comes with a plug.
Also: Farley Says Ford Couldn’t Compete With Toyota And Hyundai, So It Stopped Trying
Retailers are buzzing about Ford’s upcoming budget electric truck, due in 2027 with a target price around $30,000. Blasing said he was confident he could sell them even in North Dakota, which is not exactly EV central.
“I think it’s going to be fabulous,” he told Auto News. “The dealers who had a sneak peek are excited.”
