Ford Planning Five Models Under $40,000 in Affordability Push

Ford Motor Co. is planning to launch five new models priced under $40,000 by the end of the decade in a gambit to offer more affordable vehicles as the average cost of new cars tops $50,000 in the US.

The rollout of lower-priced models will start with an electric, four-door pickup truck the automaker has coming in 2027 and continue with both gas-fueled and battery-powered vehicles, Sherry House, Ford’s chief financial officer, said Wednesday at a Wolfe Research conference. Ford currently offers two models under $40,000, the Maverick pickup truck and Bronco Sport SUV.