The Car Ford Doesn’t Want to Build, But Dealers Need the Most
In 2025, Ford celebrated a 6% increase in sales in the US, reaching approximately 2.2 million vehicles. However, according to dealers, the success could have been even greater. Despite the overall positive sentiment, a gap remains in the brand’s lineup for the mass-market buyer who is not looking for expensive SUVs or pickups, but for affordable and practical models.
The dealer network expressed specific wishes regarding the future lineup:
The head of the Ford National Dealer Council noted that dealers are proud of the lineup of pickups, commercial vehicles, and SUVs. After discontinuing the Escape, they successfully redirected customers to the Mach-E, Bronco Sport, and base versions of the Explorer. But they also clearly see opportunities for expansion.
“As Ford dealers, we know our lineup of pickups, commercial vehicles, and SUVs is the envy of the entire industry. But, despite that, all dealers would like to see an affordable SUV and a sedan that could compete with imported models,” stated Steve Blazing.
Logic and Surprises in Dealer Requests
The request for a new affordable crossover to replace the Escape seems quite logical. However, the desire to get a sedan from Ford may seem unexpected, as the company has completely exited the sedan market in the US, focusing on SUVs. Yet, two of the ten best-selling cars in the country last year were precisely sedans – the Toyota Camry and Corolla.
The chances of a sedan’s return are low. Ford CEO Jim Farley explained that the company is trying to avoid fierce competition in the mass-market segment, focusing on more “emotional” and profitable products.
Electric Future as a Source of Optimism
Despite doubts about the sedan, dealers have reasons for optimism. Their enthusiasm is linked to the future budget electric pickup, announced for 2027 with a target price of around $30,000. Dealers who have already had the opportunity to familiarize themselves with the project were strongly impressed.
“I am confident it will be fantastic. The dealers who have peeked behind the scenes are excited,” shared Blazing, expressing confidence in sales even in states like North Dakota, where the electric vehicle market is not the most developed.
The dealers’ wishes clearly point to a gap between the manufacturer’s strategy and the actual local demand. On one hand, Ford is betting on profitable niches and an electric future; on the other – its trading partners see millions of potential deals that go to competitors like Toyota every year due to the lack of simple and affordable models. The success of the budget electric pickup could be a compromise, but it does not close the need for classic gasoline cars for everyday use, which remain the foundation of the market. This situation illustrates the complex balance between innovation, profitability, and meeting the needs of the mass consumer in the modern auto business.