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It Looks Like Ford Isn’t Giving Up on Affordable Cars, After All

After attempting an SUV/truck-only lineup, Ford is apparently reverting to offering cars again, with a focus on affordability.

Front close-up of a blue Ford car showing the grille, LED headlight, and European license plate.Ford
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By Chris Chin

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Ford appears to be backtracking on its SUV/truck-only (Mustang aside) lineup in the near future. AutomotiveNews reports that the Blue Oval is making an about-face decision on its vehicle lineup after going all-in on high-riders.

The Dearborn-based automaker slowly phased out its entire car lineup over the past decade, reportedly due to slumping sales, aging models and an overwhelming demand for crossover SUVs and trucks. This upset fans of vehicles like the Focus and the Fusion.

It also left Ford out of some of the still-popular segments. Now, it appears the automaker is shifting its strategy back to cars with an emphasis on affordability.

“Below $40,000” is what’s considered affordable today

White Ford Explorer SUV driving on a rocky dirt road with mountains in the background at sunset.
Ford’s latest Explorer Tremor starts at $48,000 and maxes out at $64,000, which isn’t what you’d call “affordable.”
Chris Chin

According to AN, who attended this year’s National Automobile Dealers Association conference, Ford executives confirmed the company’s new near-term trajectory. The main focus (no pun intended) is to provide more affordable vehicles and options amid today’s climate of rising costs and inflation.

During Ford’s interview with the outlet, the president of Ford Blue and Model e, Andrew Frick, said the company will debut up to five new models with a starting price below $40,000 by 2030.

Blue sporty hatchback car with black wheels parked on asphalt with a city skyline in the background.
The Ford Focus was one of the last Blue Oval passenger cars sold in the States.
Ford

The new product strategy also involves introducing more entry-level trims on some of its top-selling vehicles. Frick mentioned this lineup adjustment will first happen on the Explorer and the Bronco models.

The need for more entry-level trims became apparent after the company discontinued the compact Escape in December 2025. That left a big gap in Ford’s lineup, sidelining the company’s participation in one of the most popular and lucrative segments.

Two Ford SUVs, one gray and one red, parked on a rooftop with modern glass office buildings in the background.
Ford discontinued the Escape in 2023, due to the cancellation of its global twin, the Kuga.”
Ford

Ford is also committing more resources to fortify its certified pre-owned program, also known as Ford Blue Advantage, to provide buyers with more options on the used car market.

Five completely new “multi-energy” models by 2030

Two Ford Fiesta cars parked on a paved urban plaza with trees and tall buildings in the background. One car is black and positioned in the foreground facing slightly left, while the other is blue and positioned behind it facing right. Several people are walking around the plaza.
Ford fans have been longing for affordable transportation from the brand, like the previous Fiesta.
Ford

Although Frick didn’t specify which models they would be, he did confirm that it’ll consist of cars, in addition to the usual mixture of SUVs, trucks and vans.

He also confirmed that a new, midsize electric pickup will be the first to kick off the five-car plan, sometime next year. Afterwards, Ford will be embracing the same “multi-energy” plan as other automakers, which offers models with multiple powertrain options.

Ford Maverick Hybrid car driving on road with two jet skis attached to the back
Ford is currently dominating the compact, affordable pickup segment with its Maverick.
Ford

“It will be across our lineup of cars, trucks, SUVs, vans, and it will be multi-energy,” Frick said to AN. “That’ll start to fill in the product side, but we have work to do to help affordability in the near term more tactically.”

ford fusion hybrid
The Fusion was the last passenger car Ford sold in the States, before transitioning to its current SUV/truck-only lineup.
Ford

Frick also mentioned the new five new models will reportedly be “all-new nameplates” and not rehashes of current vehicles.

It was only in April of 2018 when Ford announced the discontinuation of all of its North American passenger car sales — except for the Mustang. The company shifted to an all-SUV/truck lineup, with the last car being the Fusion.

About the Author: Chris Chin is an associate editor at Gear Patrol, covering cars, trucks and anything else with four wheels. He has over a decade of experience writing news and reviews but considers himself an enthusiast first, with a passion for classics and European cars. His daily driver is a 1987 Mercedes-Benz 560SEL with nearly 250,000 miles (87,000 are his).

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