Ford seems serious about this ‘affordable vehicle’ concept. In addition to the Ford Fathom compact SUV, which if all goes well will retail for under $30,000 USD, it now confirms it wants an even cheaper model in its lineup. By 2029, the automaker plans to launch a sub-$25,000 hybrid compact crossover.
That’s also in US dollars of course. And all things being equal, that would work out to something on the order of $35,000 CAD in our marker.
As average new-vehicle transaction prices hovering near record highs in North America, Ford and others have taken stock and heard some pretty loud-voiced demands from consumers. Automakers need more budget-friendly entry points to their lineups.
Name TBA
At a private dealer conference in Las Vegas, Ford thus teased an upcoming compact crossover targeted for the 2029 model-year. The unnamed utility vehicle aims to fill the gap left by the discontinuation of the Escape, offering an accessible path into the brand. Once launched, it will serve as Ford's most affordable model, positioning below the Maverick pickup and the upcoming Fathom electric truck scheduled to arrive in 2027.
Dealers were shown the crossover in video format and as an early physical prototype. Attendees described its stance as wide, upright and boxy, drawing visual comparisons to the original first-generation Escape. Executives did caution that the styling remains preliminary, intended chiefly to demonstrate approximate exterior dimensions.
A hybrid powertrain
Naturally, Ford wants to capitalize on rising demand for hybrid technology, this as adoption rates of all-electric vehicles stagnate in the U.S. The new crossover will offer both gasoline and hybrid powertrains.
Although Ford didn’t confirm during its presentation where it intends to build the model, product plans indicate assembly is scheduled for 2029 at the Hermosillo Assembly Plant in Mexico alongside the Bronco Sport and Maverick.
The affordable crossover was part of a larger showcase of future products shown to dealer executives, at which two other notable tidbits stood out:
1) Ford presented an early prototype of a four-door Mustang, previously referred to as the Mach-4. Executives stated it would start under $40,000 and accelerate from zero to 96 km/h in under four seconds.
2) Dealers got a look at the Fathom, and Ford revealed that the underlying Universal EV architecture of that pickup will eventually support five distinct models.