Ford’s $25K SUV Could Arrive in 2029

Ford is reportedly preparing its most affordable vehicle yet: a small SUV expected to launch around 2029 with a starting price near $25,000. Dealers recently saw early mockups at an event in Las Vegas, giving the first glimpse of the Blue Oval’s next entry-level model.

Unlike the upcoming $30,000 Ford Fathom, this SUV will not use Ford’s Universal EV platform. Instead, it is expected to offer both hybrid and nonhybrid powertrains and sit below the Maverick in Ford’s lineup.

The early design sketches reportedly show a wide, boxy shape reminiscent of the first-generation Ford Escape. However, the vehicle is still far from production, and its name, final styling, and most technical details remain unknown.

If its proportions stay close to the old Escape, the new Ford could compete with affordable subcompact SUVs such as the Chevrolet Trax, Mazda CX-30, and Kia Seltos. A $25,000 starting price would put it roughly in the middle of that segment.

Ford has not announced a production date, but Automotive News reports that an unnamed hybrid crossover is scheduled for assembly at the company’s Hermosillo plant in Mexico in 2029.

Could a $25,000 SUV become Ford’s new volume seller? Is offering both hybrid and nonhybrid versions the right strategy for an entry-level model? And can Ford make this small SUV affordable without making it feel cheap?