Ford Announces Affordable New Car Set to Debut in the U.S. Before 2030

• Ford plans to release five vehicles priced below $40,000 in the U.S. during this decade.
• The lineup includes a new car, a truck, an SUV, and a van.
• Each model will feature unique names and a variety of powertrain configurations.

Vehicle prices in the U.S. have soared to record levels, with the average transaction cost surpassing $50,000 as of late 2023. This trend has created a strong demand for more budget-friendly options, prompting Ford to respond with a diverse range of affordable vehicles.

The automaker has revealed plans to introduce five new models under $40,000, filling a notable gap in its portfolio by bringing back a traditional car. This announcement came during Ford’s recent NADA Show event in Las Vegas, where the company emphasized its focus on delivering accessible vehicles.

Automotive News quoted Andrew Frick, president of Ford Blue and Model e, who described the upcoming lineup as a mix of “cars, trucks, SUVs, and vans” powered by various energy sources including combustion engines, hybrids, and electric drivetrains. The lineup's highlight will be a midsize electric pickup expected in 2027. All five vehicles will have entirely new names and won’t be simple updates of existing models.

Although details about the new car remain limited, its arrival is eagerly anticipated. Ford’s sedan offerings like the Fiesta, Focus, Fusion, and Taurus have all been discontinued, leaving the Mustang as the only non-SUV/truck option domestically. Globally, sedans remain rare in Ford's lineup except in markets like the Middle East and China where certain large sedans linger.

Last month, Ford CEO Jim Farley explained that sedans were phased out because they were no longer financially viable. Although popular with many buyers, models like the Fiesta and Focus had to be retired due to unsustainable profitability.

Beyond the U.S., Ford is collaborating with Renault to produce two new electric vehicles for the European market, with the first expected in early 2028. These cars will be based on Renault’s Ampere EV platform, likely drawing from hatchback and crossover designs already seen in Renault’s lineup.

Since the Fusion’s discontinuation in 2020, Ford hasn’t offered a traditional car in the U.S. market. While the exact category of the upcoming model is still unknown, it’s encouraging to see Ford expanding beyond its usual focus on trucks and SUVs.

The new vehicle is expected to be at least a compact or midsize model, as fitting hybrid systems into smaller cars can be challenging. The introduction of electrified powertrains suggests a move toward more modern and efficient offerings.