Ford and Stellantis Make Brilliant Moves to Gain Market Share. Is It Too Little, Too Late?
New car prices remain near record highs of about $50,000, creating an affordability challenge in the U.S. auto market. Ford is responding with new affordable models, including the Fathom, a $30,000 electric truck scheduled for 2027.
Why it matters — Ford's introduction of lower-priced models like the Fathom addresses affordability concerns in a market where high prices are a key challenge, potentially affecting the company's market share.