Ford to Launch Its Most Affordable SUV at $25,000

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Aug 13, 2026 04:21 PM

$25,000. That's the number Ford executives shared with dealers and distributors during a closed meeting in Las Vegas — and it appears to be the price tag for the company's most affordable SUV yet, set to arrive before the end of this decade. A video shown at the dealer conference revealed early prototypes of the boxy new model, confirming the project is moving forward into actual development rather than remaining a paper study.

Platform Details and Trims

The new vehicle won't ride on Ford's Universal EV platform. That will underpin the upcoming Fathom pickup truck starting at $30,000. Instead, Ford plans to offer the budget-friendly SUV in both conventional and hybrid variants, broadening its appeal to fuel-conscious buyers. The expected $25,000 price positions it below the current Maverick — now the cheapest model in Ford's lineup at just under $30,000.

A Design That Echoes the Past

Early sketches shown in the video were still in initial design stages, focusing primarily on overall size and external proportions. One attending dealer told Automotive News that the prototypes resembled the first-generation Ford Escape — describing the look as "boxy and wide." Most specifications, including the official name, remain under wraps.

The original Escape was considerably smaller than today's version. That competes with vehicles like the Honda CR-V and Mazda CX-50. If the new SUV keeps similar dimensions to that early Escape, it would land squarely in the subcompact SUV segment — a category that includes the Chevrolet Trax and Kia Seltos, both priced under $30,000. A $25,000 entry point would put Ford right in the middle of that competitive field.

The subcompact SUV segment has been growing steadily in the U.S. market, fueled by rising interest rates and tighter household budgets. Ford's move signals a strategic shift toward accessible pricing without abandoning the utility that SUV buyers expect. Whether the company can deliver both affordability and quality at this price point remains the open question — but the early signals are promising.