Ford Could Bring Back Sedans After Realizing It Can’t Afford Not To

With car prices stretching farther out of reach and many buyers rethinking what they actually need, automakers may have to reconsider what they’ve left behind. For Ford, that could mean revisiting a vehicle segment it largely walked away from a few years ago.

More: Farley Says Ford Couldn’t Compete With Toyota And Hyundai, So It Stopped Trying

Ford’s North American lineup has been focused on trucks and SUVs since the discontinuation of the Taurus sedan in 2019. However, with new-car prices soaring and affordability becoming a serious problem, the abandoned segment may be getting a second look.

Could Sedans Stage a Return?

Ford CEO Jim Farley openly acknowledged that possibility during an interview with Autonews at the Detroit Auto Show. When asked about a potential sedan, Farley said: “Never say never. The sedan market is very vibrant. It’s not that there isn’t a market there. It’s just we couldn’t find a way to compete and be profitable. Well, we may find a way to do that.”

While this is far from a new product announcement, it suggests Ford might be exploring new sedans behind closed doors in its design and engineering centers.

In another interview last month, Farley admitted that Ford had to axe mainstream models such as the Fiesta and Focus hatchbacks from its global lineup after realizing they were unable to compete with Toyota and Hyundai/Kia on cost.

2026 Ford Taurus (Middle East)

The Taurus might have disappeared from North America, but it still has a presence overseas. A new generation of the sedan continues to be sold in the Middle East and China, where it’s known as the Mondeo. The Chinese-built version debuted in 2022 and has already received a mid-cycle update, bringing fresh styling to the model.

On top of that, rumors continue about a four-door offshoot of the Mustang, potentially adopting the Mach 4 nameplate.

The Affordability Problem

Analysts are projecting a downturn in US auto sales for 2026, after three straight years of growth, driven largely by rising prices that are pushing more consumers out of the new-car market. According to the report, the average monthly payment for a new vehicle in the US is now hovering near $800. At the same time, transaction prices have surged past $50,326 as of late 2025, a record high.

More: Ford Just Killed A Popular SUV And Dealers Are Not Happy

Demand for lower-cost vehicles is clear. Both the Ford Maverick compact pickup and the Chevrolet Trax subcompact crossover have posted record sales, largely thanks to their pricing as they are the most affordable options in Ford and GM’s US lineups.

Chinese market 2026 Ford Mondeo

Ford CEO Jim Farley pointed to the Maverick’s success as a sign of what customers want. “Affordable versions of our vehicles are really hot-selling. Customers are telling us: Please offer more. So that’s part of our write-off – we’re retooling those plants for affordable vehicles.”

Also: Ford CEO Hints At Affordable RWD Performance Sedan

Farley is referring to the retooling of the Louisville Assembly Plant for the production of a new electric truck. The yet-unnamed model is coming in 2027 with a starting price of $30,000. Ford has also announced that the new factory in Tennessee will produce affordable ICE-powered trucks from 2029.

And he’s not alone. Ford Executive Chairman Bill Ford said that the company is exploring more fundamental ways to lower costs, rather than simply stripping features or reshuffling trim levels. “Can you engineer vehicles that are fundamentally lower-cost so that you can pass that on to the consumer? That’s what we’re working on.”

More: Ford Built A Mustang GTD For The Rest Of Us

It’s not just Ford exploring this terrain. Stellantis CEO Antonio Filosa, speaking at the same Detroit show, shared similar plans. He said the company is preparing to launch new models priced below $40,000, and possibly even under $30,000.

The entry-level Ford Maverick XL.