Ford is signaling a meaningful change in direction. Known for big trucks and SUVs, the company now says the next few years will be about affordability—with five new vehicles priced under $40,000 planned before the decade ends. It’s a promise wrapped inside Ford’s updated Ford+ strategy, and it’s aimed squarely at rebuilding volume and relevance in the U.S.
At this week’s National Automobile Dealers Association Show, Ford Blue and Model e president Andrew Frick added some color. These won’t be cut-price trims of existing models. They’ll be all-new vehicles spanning cars, trucks, SUVs, vans, and multiple powertrains—none carrying familiar Ford nameplates.
The first confirmed arrival is a mid-size electric pickup due in 2027, built on Ford’s new Universal EV Platform. Beyond that, one reveal stands out: a traditional four-door car is coming back to Ford’s U.S. lineup. Since the Fusion’s exit in 2020, Ford has effectively abandoned the mainstream sedan. Bringing one back—electrified in some form—feels like a quiet admission that not every buyer wants a crossover.
Ford’s leadership is framing this as more than cost-cutting. CEO Jim Farley has called the Universal EV Platform “one of the most audacious and important projects” in the company’s history, positioning it as a way to compete globally—especially against fast-moving Chinese rivals. Early targets are ambitious: the electric pickup is said to start around $30,000, offer more space than a compact SUV, and deliver lower ownership costs than popular EV crossovers.
Final take: This isn’t Ford chasing trends—it’s Ford correcting course. Affordable, electrified vehicles are how brands regain trust at scale. If Ford delivers on price and usability, these under-$40k models could matter more to its future than any halo truck ever did.
