Ford previews a $25,000 compact crossover to dealers, targeting a 2029 launch at Hermosillo

Ford showed early mock-ups of an unnamed compact crossover to dealer executives during a private meeting in Las Vegas during the week of 3 August 2026, targeting a starting price of around $25,000 and a production launch in 2029^[1]. The presentation was led by Ford CEO Jim Farley alongside other senior executives and included prototype footage rather than a finished design.

What dealers saw

Attendees were shown a video featuring early-stage mock-ups of the vehicle^[1]. Those present described the crossover as:

• Boxy and wide in proportion
• Reminiscent in size and shape of the first-generation Ford Escape
• Available in both gasoline and hybrid powertrain variants^[1]

Ford executives stressed that the exterior design shown in Las Vegas remains subject to change and that the vehicle is still in the early stages of development^[1]. No name, platform, dimensions, or detailed powertrain specifications have been disclosed.

Pricing and line-up position

At a target price of around $25,000, the crossover would sit below every current Ford model sold in North America. The Maverick pickup, currently Ford's least expensive vehicle, starts at $28,990, and the Bronco Sport - the brand's most affordable crossover following the end of Escape production - opens at $33,840^[1]. The new model would also undercut the Fathom electric pickup, which is planned to start at $28,350 when pre-orders open in early 2027^[1].

US production of the Escape ended at Louisville Assembly Plant in December 2025 as Ford began retooling that facility for the Fathom programme^[1]. The proposed crossover would not use Ford's Universal Electric Vehicle Platform; it is instead planned as a conventional petrol and hybrid model^[1].

Production site

Three people with knowledge of Ford's plans told Automotive News that the crossover is slated for assembly at the Hermosillo Assembly Plant in Mexico starting in 2029. That facility already builds the Bronco Sport and the Maverick. Ford has not officially confirmed the production location.

The hybrid variant could prove strategically important. Ford has been expanding its hybrid offerings as consumer demand for alternatives to both conventional petrol vehicles and more expensive battery-electric models has grown, and the expiry of US federal EV tax credits has reinforced that trend^[1].

The $25,000 figure is a development target, not a confirmed list price, and a 2029 launch leaves substantial time for the vehicle's design, specification, and business case to evolve^[1]. The key question is whether Ford can hold the price point in a market where the average transaction price for a new vehicle currently sits above $52,000 - and whether the Hermosillo plant can be prepared in time without disrupting Bronco Sport and Maverick output.