FORD’S top brass has told dealers gathered for the company’s National Automobile Dealers Association (NADA) meeting in Las Vegas that more affordable models are finally on the way.
Addressing what many now see as a top-heavy Ford product range, executives said it plans to launch no fewer than five sub-$US40,000 ($A57,000) vehicles by the end of the current decade, starting with a mid-sized electric pick-up from next year (2027).
“It (the affordable model push) will be across our line-up of cars, trucks, SUVs, and vans, and it will be (a) multi-energy (approach),” said Ford Blue and Model e president Andrew Frick.
“That will start to fill-in the product side, but we have work to do to help affordability in the near term more tactically.”
In addition to offering new models and nameplates, Ford executives said they will work to ensure that cheaper variants are available within existing model ranges, beginning with the Explorer SUV and Bronco off-roader.
The company said it will also lean further into its certified pre-owned vehicle program, extended-term financing, and a first-time buyer program.
“I would say there are probably 10 actions that we’ll initiate to help (boost) affordability,” added Mr Frick.
At this stage there is no word on whether the cut-price models will be offered across the global market – including in Australia.
Currently, the most affordable Ford in the Australian market is the Ranger XL single-cab utility which starts from $37,130 plus on-road costs.
Ford Australia’s cheapest passenger car, the Everest Active SUV, costs $58,990 + ORC, while the electric Mustang Mach-E is available from $65,990 + ORC – well above the reach of most mum and dad buyers.
Locally, Ford has all but erased its affordable vehicle offerings, ditching models that include the Escape mid-sized SUV, Focus small car, Fiesta light car, and several others in favour of high yield utes and SUVs sourced from Thailand, which now account for the bulk of Ford Australia’s sales.
2025 Ford Australia sales tally*:
|
|
Units |
Segment share |
|
Escape |
28 |
0.0% |
|
Everest |
26,161 |
18.9% |
|
F-150 |
792 |
9.0% |
|
Mustang |
4052 |
58.6% |
|
Mustang Mach-E |
483 |
1.9% |
|
Puma |
1 |
0.0% |
|
Tourneo |
813 |
6.1% |
|
Transit |
1914 |
7.9% |
|
Transit Bus |
153 |
3.6% |
|
Transit Custom |
3447 |
15.5% |
|
Ranger 4×2 |
2861 |
12.4% |
|
Ranger 4×4 |
53,693 |
25.3% |
*Sales figures supplied courtesy of VFACTS.