Ford Affordable Crossover Targeting $25,000 Price Set for 2029

Ford Previews Affordable Crossover Concept

Ford Motor Company is preparing an affordable crossover positioned around a USD 25,000 starting price, according to details shared with dealers at the company’s annual national meeting in Las Vegas from August 3 to 6. While a four-door Mustang drew much of the attention at the event, attendees were also shown a video featuring early mockups of the new Ford affordable crossover. Dealers reportedly described the vehicle as boxy and wide, with styling similar to the first-generation Ford Escape. The concept points to Ford targeting buyers seeking a lower-priced SUV with a practical body style.

Hybrid And ICE Powertrains Planned

The entry-level SUV is expected to offer both hybrid and nonhybrid internal-combustion powertrains, broadening its appeal across different customer preferences. It is reportedly planned for launch in 2029, placing the vehicle several years beyond the dealer meeting and giving Ford time to develop the program alongside its evolving electrification strategy. The reported pricing would position the crossover below the upcoming USD 28,350 Ford Fathom pickup, which uses the company’s Universal EV platform. This distinction indicates that the new SUV is being developed around a different product and powertrain approach rather than as another Universal EV-based model.

Potential Production Alongside Maverick

Ford is also expected to position the crossover below the Maverick pickup in its lineup, potentially creating a more accessible entry point for customers who want SUV proportions without moving into larger or more expensive models. Production could reportedly take place alongside the Maverick at Ford’s Hermosillo plant in Mexico, where the Maverick is assembled with the Bronco Sport. If confirmed, shared manufacturing could support production efficiency while allowing Ford to expand its affordable vehicle portfolio. The program therefore appears aimed at combining accessible pricing, familiar SUV proportions and flexible powertrain choices for the 2029 market.

Frequently Asked Questions

What is the expected price of Ford’s new affordable crossover?
The upcoming crossover is reportedly being targeted at a starting price of around USD 25,000, placing it below several larger and more expensive vehicles in Ford’s lineup. The reported positioning would make the model an entry-level SUV aimed at customers seeking practical proportions and accessible pricing. The vehicle is expected to sit below the Maverick pickup and could provide Ford with another lower-priced option in the crossover market. Pricing remains based on information presented to dealers and could change before the vehicle reaches production.

When will the new Ford crossover launch?
The new crossover is reportedly planned for a 2029 arrival, although Ford has not publicly confirmed all production details. The vehicle is expected to be offered with both hybrid and nonhybrid ICE powertrains, giving customers different propulsion choices. It could potentially be produced at Ford’s Hermosillo facility in Mexico alongside the Maverick and Bronco Sport. The reported program remains subject to development and future confirmation, meaning specifications, pricing, manufacturing arrangements and launch timing could change before production begins.