Ford to Launch Five New Models Priced Under $40,000

Ford plans to introduce five new models priced below $40,000 by 2030 as part of an effort to make its vehicle lineup more affordable.

Among them will be a midsize electric pickup truck, which is scheduled to launch in 2027.

According to Andrew Frick, these all-new vehicles will span multiple segments—including passenger cars, trucks, SUVs, and vans—and will use a variety of powertrains.

In addition, Ford is working to improve affordability across its existing lineup by offering programs aimed at first-time car buyers and placing greater emphasis on certified pre-owned vehicles. These moves are intended to retain customers who might otherwise turn to competing automakers.

The midsize electric pickup has been mentioned multiple times in the past, and its debut is expected to take place this year, with dealer deliveries beginning next year.

Details on the other four models remain limited, but they are not expected to represent a direct return of nameplates such as the Focus or Fiesta, at least for the U.S. market.