--- title: "Ford Promises 5 New Cars Under $40K by 2030, Including Midsize Electric Truck" date: "2026-02-05" modified: "2026-02-05" authors: - name: "Adam Ismail" job_title: "Senior Editor" link: "https://www.thedrive.com/authors/adam-ismail" url: "https://www.thedrive.com/news/ford-promises-5-new-cars-under-40k-by-2030-including-midsize-electric-truck" categories: - "Ford News" - "News" - "News by Brand" tags: - "compact" - "escape" - "Ford" - "suv/crossover" --- # Ford Promises 5 New Cars Under $40K by 2030, Including Midsize Electric Truck ![Ford Escape headlight close-up]() *\Ford\* [Ford]() has been in need of some cheaper vehicles beyond the Maverick and Escape, and it appears the automaker will answer that call starting next year. Representatives from the company assured dealers on Wednesday that they'll see a slate of all-new models priced below $40,000 before the decade is through, including an electric midsize pickup that will hit showrooms in 2027. These models won't be redesigns or cut-down versions of existing vehicles, but all-new nameplates, Andrew Frick, president of Ford's EV and gas-car divisions, said at the National Automobile Dealers Association trade expo in Las Vegas. "It will be across our lineup of cars, trucks, SUVs, vans, and it will be multi-energy," Frick said, per *[Automotive News]()*. But the manufacturer will make moves to make existing models more affordable, too. Those will include a first-time buyer program and, dovetailing [a trend we touched on yesterday](), prioritizing certified pre-owned vehicles. Through these measures and those upcoming inexpensive products, Ford communicated to dealers that it intends to retain 70 percent of Edge and Escape customers and keep them from shopping elsewhere. That's important, because with the Edge long dead and [the writing on the wall for the Escape](), Ford has to have a solid plan for replacements. They might've never been the Blue Oval's most beloved nameplates, but they did address a very important section of the market: people who need cheap transportation that isn't a truck, and couldn't care less if it was remotely off-roady. As for that midsize electric pickup, we've of course heard [Ford make plenty of noise about it]() before, and we're looking forward to hopefully getting our first glimpse of it this year even if dealers won't have their hands on it until next. Less is known about those four other models, but I'm going to go out on a limb and say it's premature to be hyping a Focus or Fiesta comeback—at least here in the States. Hopefully, Europe gets its wish; I promise I'll only be extremely jealous. *Got a tip? Reach out to tips@thedrive.com* ## Author Adam is a Senior Editor at The Drive, concentrating on curating and developing the site's slate of daily journalism, from initial pitch to final copy edit. When he's not at his desk researching leads and working with writers, he's testing vehicles or reviewing racing games, new and old. He joined The Drive in 2023, following seven years of covering consumer technology and cars. A car lover and gamer since his earliest memories, Adam came to know the automotive world through video games. First it was Daytona USA, Sega Rally, and Ridge Racer; then came Need For Speed, which inspired an encyclopedic knowledge of '90s supercars, and, of course, Gran Turismo. If not for them, he'd assuredly be doing something else right now. Adam is based in the suburbs outside Philly, where there are ample roads for his hot hatch to stretch its legs. In his car, he's probably listening to indie rock, drum and bass, or Yankees baseball. ### Author social links [Bluesky]() [Instagram]() [LinkedIn]()