Ford Motor(US:F) Zhi Tong Cai Jing·2026-02-12 02:56Core Viewpoint - Ford Motor Company plans to launch five new models priced below $40,000 by 2030 to address the affordability crisis in the North American automotive market and enhance profit growth, as the average cost of new vehicles in the U.S. has surpassed $50,000 [1][2] Group 1: New Model Launches - The first of the lower-priced models will be a four-door electric pickup, set to debut in 2027, followed by additional fuel and electric models [1] - Ford currently offers two models under $40,000: the Maverick pickup and the Bronco Sport SUV [1] - An additional high-value electric vehicle will be launched based on the same platform as the upcoming pickup, along with an economical fuel pickup starting production in 2029 at a new facility in Stanton, Tennessee [2] Group 2: Market Strategy and Financial Outlook - Ford aims to expand its market coverage through more affordable trucks and SUVs, utilizing a diverse powertrain mix including battery electric, fuel, and hybrid options [2] - The company projects adjusted EBIT of $8 billion to $10 billion for 2026, an increase from $6.8 billion in 2025, with the midpoint slightly above Wall Street analysts' average expectations of $8.86 billion [2] - Investors anticipate further profit recovery for Ford, driven by plans to produce more high-margin SUVs and pickups, aided by regulatory changes that eliminate cash penalties for failing to meet fuel economy and emissions standards [3] Group 3: Shift in Focus - Ford has shifted its focus from electric vehicles, where it incurred $19.5 billion in charges, back to traditional fuel vehicles, pickups, and hybrids, which have historically been its strengths [3] - The company believes it has the right production mix to adapt to future electric vehicle demand, with a new affordable electric vehicle platform and software architecture in development [3]