Ford Launches 5 Affordable Vehicles Under $40K by 2030

Ford is betting big on affordability, and American car buyers are about to benefit in a major way.

The automaker announced this week at the National Automobile Dealers Association Show that it will launch five completely new vehicles by 2030, each priced under $40,000. The lineup will include cars, trucks, SUVs, and vans, giving buyers across the country more budget-friendly options at a time when vehicle prices have climbed to record highs.

Leading the charge is a mid-size electric pickup arriving in 2027. Ford says the truck will start around $30,000, offer more interior space than a Toyota RAV4, and cost less to own than a Tesla Model Y.

None of these vehicles will share names with Ford's current lineup. They're all fresh starts built on the company's new Universal EV Platform, which Ford CEO Jim Farley calls "one of the most audacious and important projects in Ford's history."

One particularly exciting addition is a traditional four-door car. Ford hasn't sold a sedan in the U.S. since discontinuing the Fusion in 2020, leaving the Mustang as its only non-truck, non-SUV option. Whether this new car will be fully electric or hybrid remains under wraps, but Ford confirmed it will be "electrified" in some form.

Why This Inspires

This move signals something bigger than new models on a showroom floor. For years, automakers have pushed prices higher while abandoning affordable segments, leaving middle-class families with fewer choices. Ford's commitment to filling American plants with accessible vehicles shows that profitability and affordability don't have to be enemies.

The $30,000 electric pickup especially breaks new ground. Most electric vehicles today carry premium price tags that put them out of reach for average buyers. By targeting a price point comparable to gas-powered trucks, Ford is making clean transportation realistic for working families, not just early adopters with deep pockets.

Ford's new Universal EV Platform proves the company is thinking long-term. The flexible design can underpin everything from compact cars to full-size trucks, meaning Ford can scale production efficiently while keeping costs down. That efficiency translates directly to savings for buyers.

As Farley put it, "American innovation is how we compete and win." With these five vehicles, Ford isn't just competing; it's opening doors for millions of Americans who want newer, cleaner vehicles without breaking the bank.