Ford targets affordability gap with $25,000 crossover slated for 2029
Leaked details from Automotive News suggest the hybrid crossover will share production lines with the Bronco Sport and Maverick at Ford’s Hermosillo plant, aiming to counter average transaction prices that have exceeded $50,000.
Ford is developing a new entry-level crossover with a starting price of approximately $25,000, a move that signals a strategic response to the automotive affordability crisis. According to a report by Automotive News, the vehicle is expected to reach showrooms in 2029, offering both hybrid and non-electrified powertrain options. The information originated from an unnamed Ford dealer who, along with peers, was shown an early prototype resembling the first-generation Ford Escape.
The production strategy for the new model involves assembly at Ford’s Hermosillo plant in Mexico. Several sources confirmed to Automotive News that the hybrid crossover will be manufactured alongside the Bronco Sport and Maverick starting in 2029. This consolidation of production lines at the Mexican facility underscores Ford’s effort to manage costs while expanding its footprint in the entry-level segment.
The proposed pricing structure addresses a significant gap in the current market. Average transaction prices for vehicles crept above $50,000 by the end of last year, leaving a relatively small handful of new vehicles available for less than $30,000. With Manufacturer’s Suggested Retail Prices needing to be closer to $25,000 to truly impact the mass market, Ford’s entry would provide one of the few viable options for cost-conscious consumers in 2029.
Beyond the crossover, Ford has reportedly shown off a four-door Mustang prototype to dealers. Described by Automotive News as comparable to the Porsche Panamera in size and styling, this model carries a sub-$40,000 price tag, positioning it as a more accessible alternative to its luxury counterpart. Additionally, the universal electric vehicle platform designed for the Fathom affordable electric truck is expected to underpin four other electric Ford models, further diversifying the company’s electrified lineup.
Ford declined to comment on future products when contacted by Ars Technica, maintaining a standard corporate stance regarding unreleased vehicles. However, the leak highlights the pressure on manufacturers to deliver accessible transportation solutions. While 2029 is distant enough that plans could shift, the introduction of a sub-$30,000 crossover would mark a notable shift in a market where affordability has become a critical concern for both consumers and industry analysts.
