Ford dealers urge the automaker to add low‑price SUVs and a compact sedan as US buyers seek cheaper options. The brand also eyes a $30,000 electric truck by 2027. Learn more today.
Ford is enjoying a solid sales surge—projected to rise 6% to roughly 2.2 million vehicles in the United States in 2025—but a growing chorus of dealers says the lineup is missing the price‑point that many American buyers need.
Strong Growth Yet Gaps Remain
While its big‑truck, full‑size SUV and commercial‑vehicle families are keeping the books healthy, the automaker’s portfolio lacks a budget‑friendly SUV to replace the discontinued Ford Escape and a low‑cost sedan that can compete with the Toyota Camry or Corolla.
Dealer Concerns Over Missing Models
According to the National Ford Dealer Council, large pickups and premium SUVs are “shouldering the sales load,” but without an affordable crossover or a compact sedan, many dealers fear they are losing a swath of first‑time buyers and price‑sensitive shoppers.
Ford’s Strategy Focuses on Premium “Emotional Value” Cars
CEO Jim Farley has repeatedly stressed that Ford will prioritize vehicles that deliver high emotional appeal and stronger profit margins, rather than re‑entering the traditional, low‑margin sedan segment in the short term.
Future Plans: Affordable EVs and a New Electric Truck
On the bright side, Ford is gearing up to launch an all‑electric pickup priced around $30,000 in 2027. The model is a cornerstone of a broader plan to roll out more than a dozen vehicles under $40,000—including compact SUVs, hybrids and other EVs—by 2030.
What This Means for US Buyers
Introducing competitively priced models could help Ford retain its loyal customer base while attracting new owners who are currently gravitating toward cheaper Japanese and Korean brands. A low‑price SUV or sedan would broaden the brand’s appeal beyond its current “value‑plus” niche.
Stay tuned for updates on Ford’s upcoming releases and how they could reshape the American auto market.