- Ford is planning a bevy of new affordable vehicles, with five of them set to launch by 2030.
- These vehicles will introduce new nameplates and be offered in an array of body styles, from cars and SUVs to trucks and vans.
- Ford says it will take a "multi-energy" approach, so there will likely be a mix of gas-only, hybrid, and electric powertrains.
Last year, Ford announced the new Universal EV platform, which will spawn a variety of low-priced electric models over the next several years. But Ford isn't finished with its push for affordability. At the National Automobile Dealers Association meeting this week in Las Vegas, Ford executives promised a slew of new vehicles with starting prices under $40,000, according to Automotive News.
Ford plans to launch five new models under that price point before the end of this decade, Ford officials said. Automotive News spoke with Andrew Frick, president of Ford Blue and Model e, and he said, "It will be across our lineup of cars, trucks, SUVs, vans, and it will be multi-energy." Frick also confirmed that these upcoming vehicles will introduce new nameplates, rather than being redesigns of existing cars.
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No other details were provided about this lineup of affordable cars, but we can take some guesses about what form they may take. Presumably, one of them will be the roughly $30,000 electric pickup truck announced last year as the first vehicle on the Universal EV platform, which Ford has said will be roughly the size of the gas-powered Maverick but will have a cabin similar in size to a Toyota RAV4. Ford is also promising acceleration on par with the Mustang EcoBoost. Production of the little pickup is slated to start in 2027.
The shape the other models will take is less clear. Intriguingly, Frick mentioned a lineup that includes "cars," while Ford currently sells just one vehicle that isn't an SUV or truck—the Mustang. This could mean Ford is planning to re-enter the sedan or hatchback market in the United States. We think it'll more likely be the former, serving as a successor to the Fusion, which was discontinued in 2020.
Another possibility is a new compact crossover to replace the Escape, which is being discontinued after 2026. Although Ford also sells the Bronco Sport in the same segment, this model could be differentiated by less rugged styling and a greater focus on on-road comfort. Ford could also re-enter the subcompact van market, which it abandoned in the U.S. when it killed off the Transit Connect after 2023. It's unclear exactly which powertrains these new models will have, but we expect a mix of gas, hybrid, plug-in hybrid, and electric setups.
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Caleb Miller began blogging about cars at 13 years old, and he realized his dream of writing for a car magazine after graduating from Carnegie Mellon University and joining the Car and Driver team. He loves quirky and obscure autos, aiming to one day own something bizarre like a Nissan S-Cargo, and is an avid motorsports fan.
