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According to Carscoops, Ford is shifting its focus towards affordable models or introducing more accessible versions of existing lines to meet the demands of American customers.
In the US, car prices have soared. Last month, the average transaction price for a new car reached USD 49,740, nearly USD 15,000 higher than a decade ago.
A handful of affordable cars have been introduced to American customers recently, such as the Buick Envista, Chevrolet Trax, and Nissan Kicks, but they remain a minority.
The price of the Ford Maverick has also increased from USD 19,995 to USD 26,295 in just a few years. Other affordable Ford models like the Focus, Fusion, and EcoSport have been discontinued, leaving the company with fewer affordable options.
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Past efforts to survive in the automotive industry forced Ford to eliminate base models, partly to increase profits but also to reflect what the majority of customers wanted.
However, financial pressures are now pushing many American customers towards cheaper options, and Ford is showing signs of adaptation.
Automotive News reports that Ford will increase production of the base models of the Escape, Explorer, and F-150. It is likely that, in the future, the American automaker will introduce more affordable versions of its current lines.
The base model of the Ford Bronco, for instance, has been reintroduced for 2025 after being discontinued a few years ago, which increased the starting price of the off-road SUV from USD 34,890 to USD 39,130.
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As American customers are increasingly price-conscious, Ford is expected to focus its marketing efforts on the facelifted versions of the Bronco Sport and Maverick, both of which start below USD 30,000 but are manufactured in Mexico.
As a result, their prices could be significantly impacted if the 25% import tariff proposed by the Trump administration is implemented.
According to Carscoops, Ford plans to discontinue the Escape this year, meaning the company will lose another affordable model from its lineup, as the Ford Escape currently starts at USD 28,150.
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