As of early 2026, vehicle affordability has become a critical issue for consumers.
Ford is considering bringing sedans back into its model lineup amid the rapid rise in new-car prices.
In an interview with Automotive News, Ford CEO Jim Farley said the company is not ruling out such a move, even though it previously shifted its full focus to crossovers and pickup trucks. “Never say never,” Farley said, adding that the sedan market remains dynamic and that Ford is looking for profitable ways to compete in the segment again.
As of early 2026, vehicle affordability has become a major pain point for U.S. consumers. In December of last year, the average transaction price for a new vehicle in the United States surpassed $50,000. That surge is forcing automakers to rethink their strategies, as many buyers can no longer afford large SUVs. Ford’s last mass-market sedan in North America was the Fusion, which was discontinued after the 2020 model year as part of the company’s strategic pivot toward taller, more utility-focused vehicles.
Notably, Ford never completely exited the sedan market globally. The company continues to sell sedans in international markets — for example, the Ford Mondeo remains successful in China through a joint venture with Changan Automobile. While American brands like Chevrolet and Buick have largely abandoned four-door cars, Asian automakers have held onto the segment with relatively affordable models such as the Toyota Corolla, Honda Civic, and Hyundai Elantra.
The market for new vehicles priced under $20,000 has nearly vanished, especially after Nissan discontinued the Versa due to declining demand for subcompact cars. Meanwhile, full-size pickup trucks and body-on-frame SUVs are the primary drivers of today’s high average vehicle prices. For comparison, even the base version of the popular 2026 Ford F-150 starts at around $39,000, well above what many average buyers can realistically afford.
Beyond a potential sedan comeback, Ford is also working on other solutions for the budget-conscious segment. The company is preparing to launch a next-generation fully electric pickup with an estimated starting price of about $30,000. With these moves, Ford is trying to rebalance its portfolio between high-margin large vehicles and more affordable transportation options — which are once again becoming relevant due to economic pressures.