Ford to Launch $25,000 Entry-Level SUV — Not Fully Electric

Ford is accelerating expansion of its entry-level product lineup, with a new crossover SUV — priced from around $25,000 — now in the planning phase. According to preview information shared with dealers at a closed-door meeting in Las Vegas, this vehicle will become Ford's lowest-priced production model to date, positioned below the current Maverick pickup.

Scheduled for production starting in 2029 at Ford's Hermosillo Assembly Plant in Mexico, the vehicle features a boxy, wide-body design — some attendees likened it to the first-generation Escape. Though Ford has only released early concept renderings and teaser videos — and has yet to disclose dimensions, powertrain specs, or equipment details — its market positioning is clear: targeting the mainstream family SUV segment with extreme value-for-money.

Notably, the vehicle will not be built on Ford's dedicated electric-vehicle platform — the same architecture underpinning the all-electric Fathom pickup, set to open for reservations in early 2027 with a starting price of $28,350. Instead, the new SUV is expected to offer gasoline and hybrid powertrains — not full battery-electric propulsion.

This strategy has drawn industry attention. Among the top five best-selling EVs in the U.S. during the first half of 2026, four were affordable SUVs (Chevrolet Equinox EV, TOYOTA bZ, Hyundai IONIQ 5, and Tesla Model Y). Meanwhile, Ford's Mustang Mach-E saw a 46% year-on-year sales decline, selling just 11,632 units and ranking seventh. Many observers believe launching a more competitively priced electric SUV would better address shifting market dynamics — but Ford's current decision signals continued caution toward the gasoline/hybrid transition path.

As for whether Ford plans a similarly priced battery-electric SUV later on the UEV platform, no official confirmation has been issued. The automaker states only that the platform is highly flexible — capable of underpinning everything from B-segment cars to commercial vans — but timelines and technical roadmaps for related products remain "undetermined."