U.S. Ford dealers push for an affordable SUV and a sedan. Learn how Ford’s strategy could affect buyers – read more now.
Ford’s U.S. sales surged to 2.2 million vehicles in 2025, up 6 % year-over-year, according to Carscoops. While the numbers are strong, many domestic dealers argue that the automaker could capture even more market share by adding low-priced models to its portfolio.
Dealers want a low-cost SUV and a sedan
Across the country, dealers say American buyers are looking for reliable, well-equipped cars at a price point that fits a median household income. “It’s not about high-end trucks or luxury SUVs,” one dealer explained. “Consumers need quality vehicles they can afford.”
The National Ford Dealer Council chair confirmed that dealers are pleased with the performance of pickups, vans and premium SUVs such as the Mach-E, Bronco Sport and Explorer. However, they lament the discontinuation of the Escape and press for an inexpensive SUV to fill that gap, as well as a sedan to compete with imported models.
Ford’s current strategy
Ford has effectively removed sedans from its U.S. lineup, redirecting resources toward its expanding SUV and truck range. The decision reflects CEO Jim Farley’s recent comments that intense competition forces the company to focus on “emotion-driven” vehicles that deliver higher profit margins.
Still, the 2024 best-selling-vehicle list in the United States featured two sedans—Toyota’s Camry and Corolla—highlighting a lingering demand that may cause Ford to reassess its plans.
What experts say
Carscoops cautions that expecting a new Ford sedan in the near future may be unrealistic. The automaker’s pivot away from mass-market cars appears deliberate, aiming to maximise returns in higher-margin segments.
Rumors of an affordable electric pickup
Adding to the speculation, a low-cost electric pickup is rumored to arrive in 2027 with a price tag near $30,000. A North Dakota dealer expressed confidence that the model could sell well in the state, despite its relatively modest demand for fully electric vehicles.
Whether Ford will heed dealer calls for an affordable SUV and a sedan remains to be seen. For now, the company’s focus stays on its electrified SUV lineup and upcoming electric truck offerings.