Ford Motor(US:F) Zhi Tong Cai Jing·2026-02-12 03:16Core Viewpoint - Ford plans to launch five new models priced below $40,000 by 2030, focusing on affordability to drive profit growth, as the average cost of new cars in the U.S. exceeds $50,000 [1][2] Group 1: New Model Launches - The first of the new affordable models will be a four-door electric pickup, set to debut in 2027, followed by additional fuel and electric models [1][2] - Currently, Ford offers two models under $40,000: the Maverick pickup and the Bronco Sport SUV [1] Group 2: Market Context - The North American automotive industry is facing an affordability crisis, pushing traditional buyers out of the new car market and leading to longer car loan terms [2] - The average transaction price for new cars in the U.S. is projected to reach $50,326 by December 2025, with Ford's average transaction price at $55,596 in December [2] Group 3: Financial Outlook - Ford expects adjusted EBIT to reach $8 billion to $10 billion by 2026, up from $6.8 billion in 2025, slightly above Wall Street analysts' average estimate of $8.86 billion [3] - Investors anticipate further profit recovery due to Ford's plans to produce more high-margin SUVs and pickups, aided by regulatory changes that eliminate penalties for fuel economy and emissions non-compliance [3] Group 4: Strategic Shift - Ford is shifting focus from electric vehicles to traditional fuel vehicles, pickups, and hybrids, while still producing electric vehicles [4] - The company believes it has the right production mix, with plans for a cheaper electric vehicle platform and new automotive software architecture to remain competitive [4]