Ford's new SUV will be built in Mexico alongside the Bronco Sport and Maverick and is slated to debut in 2029. The brand also plans four more vehicles priced below $40,000 by 2030, including the Fathom electric pickup and hybrid Mustang Mach 4.
Ford outlined plans to dealers at a private meeting for a new entry-level SUV with an angular, fairly wide rectangular body. The model does not have an official name yet, but preliminary information puts its expected starting price at around $25,000. Sources who attended the meeting said the new SUV will fill the spot in Ford's lineup previously occupied by the Escape.
According to insiders, the vehicle will share styling cues with the Bronco Sport, although some meeting attendees saw clear references to the first-generation Ford Escape in its design. Ford representatives have not confirmed the final styling, noting that development of the vehicle's exterior is still underway.
Production and Powertrains
As for the mechanical side, the new model will be offered with either a gasoline or hybrid powertrain. Production is scheduled to begin in 2029, with assembly taking place at Ford's plant in Hermosillo, Mexico, the same facility that currently builds the Bronco Sport and Maverick pickup. The choice of plant is based on its experience building compact models in this segment.
With an expected starting price of $25,000, the new model will be Ford's most affordable vehicle based on current pricing for the brand's other models:
Maverick — starting at $28,145;
Escape — starting at $30,350;
Bronco Sport — starting at $31,845.
The future SUV is therefore expected to fill the entry-level family vehicle niche, giving buyers a more affordable alternative to the company's existing models.
Part of Ford's Broader Strategy
The new SUV is just one element of Ford's strategy to launch five models priced below $40,000 by 2030. As part of the same program, the midsize Fathom electric pickup is expected to arrive as early as next year, with a starting price of $28,350. In 2029, the four-door Mustang Mach 4 with a hybrid V8 powertrain is also expected to debut, with Ford promising to price it below $40,000.
While some automakers are dealing with sales declines—including the new Renault Duster, which has unexpectedly lost ground in the Indian market—others are focusing on new technology. BYD, for example, is preparing an updated electric crossover for September deliveries, with the Atto 3 Evo gaining a rear-wheel-drive version and increased driving range.