2 million units sold in the US, Ford dealers are expressing interest in an affordable sedan to cater to everyday buyers. The current lineup of trucks, vans, and SUVs is well-received by retailers, but there's a gap for a more mainstream model.
Dealers have identified the need for a vehicle that can compete with imports like the Toyota Camry and Corolla, which were among the top-selling vehicles in the US last year. However, CEO Jim Farley has stated that Ford shifted away from mainstream models to focus on emotional ones to boost profitability.
With this in mind, it's unclear whether Ford will introduce a new sedan to its lineup. Dealers are hoping that by pushing customers into more expensive SUVs like the Mach-E and Bronco Sports, they can retain their sales momentum.
Despite this, there is still an opportunity for Ford to create a more affordable option that meets the needs of mainstream buyers. The recent confirmation of five new affordable models suggests that Ford may be considering its options, but it remains to be seen whether a sedan will be part of the lineup.
Dealers are eager to see what the future holds for their business and hope that Ford will take notice of their requests.
While Ford's focus on emotional models has been successful in boosting profitability, there is still a gap in the market for an affordable sedan that can compete with mainstream imports. A new sedan could be a game-changer for dealers who are struggling to retain customers at higher price points.
