Ford is preparing to launch its most affordable vehicle yet - a $25,000 crossover SUV slated for 2029. However, despite the industry's heavy pivot toward electrification, this upcoming entry-level model will surprisingly skip the brand's new Universal EV platform in favor of hybrid and gas powertrains. For budget-conscious car buyers and Ford loyalists, this strategy ensures that accessible, high-efficiency vehicles remain on the table without forcing an immediate transition to fully electric models.
During a private dealer meeting in Las Vegas, attendees were shown early mock-ups of the upcoming vehicle. According to reports from Automotive News, the new model features a boxy, wide stance reminiscent of the first-generation Ford Escape. Positioned below the current Maverick in pricing, the crossover is expected to enter production in 2029 at Ford’s Hermosillo Assembly Plant in Mexico. Industry analysts, including Sam Fiorani of AutoForecast Solutions, indicate that this new entry-level SUV is effectively designed to replace the aging Escape lineup.
While the $25,000 crossover sticks to internal combustion and hybrid systems, Ford is not abandoning its affordable EV ambitions. The company recently confirmed the Fathom, a midsize electric pickup built on the Universal EV platform. Pre-orders for the Fathom will open in early 2027 with a starting price of $28,350, and deliveries are scheduled for later that year. Ford executives emphasized to dealers that the Fathom is designed to compete directly in the heart of the affordable EV market, keeping the starting price firmly under the $30,000 threshold.
The Hybrid Hedge Against EV Market Volatility
Ford’s decision to keep its cheapest SUV off the Universal EV platform reveals a calculated hedge against fluctuating electric vehicle demand. In the first half of 2026, affordable electric SUVs like the Chevy Equinox EV and Hyundai IONIQ 5 dominated US sales charts, yet Ford’s own Mustang Mach-E struggled, with sales plummeting 46% year-over-year to just 11,632 units. By offering the 2029 crossover as a hybrid, Ford guarantees high-volume sales in the entry-level segment without being constrained by volatile battery supply chains or charging infrastructure concerns.
This dual-path strategy allows the upcoming Fathom pickup to test the sub-$30,000 electric waters while the new crossover secures the traditional mass market. If the Universal EV platform is as flexible as Ford claims - capable of supporting everything from compact cars to commercial vans - the company still has the architecture ready for a cheap electric SUV when consumer adoption and battery costs align more favorably. Until then, a $25,000 hybrid is a pragmatic safety net.
