Ford Promises 5 Affordable New Models, Unveils Custom Goalie Mask
Ford executives on hand at the NADA Show in Las Vegas this week told dealers that five affordable new vehicles priced below $40,000 USD will join the portfolio by the end of the decade.
These models will be based on the new Ford Universal EV Platform, starting with a midsize pickup due in 2027, as previously reported.
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Andrew Frick, president of Ford Blue and Model e, said these additions will show up “across our lineup of cars, trucks, SUVs, vans” and they will be “multi-energy,” with a selection of electrified and conventional powertrains. He talked about all-new products and not redesigns of existing models.
Affordability is becoming an increasingly major issue for the company, which has not only eliminated all its cars except the Mustang in recent years, but has also ended production of the EcoSport, Edge and more recently the Escape.
Ford promises to offer more low-price trim levels, including within the Explorer and Bronco lineups, and to lean more heavily on its certified pre-owned program (discontinued in Canada, sadly) and first-time buyer program. Special incentives will target current Escape customers to avoid losing them to rivals.
Going back to the five affordable new models priced below $40,000 USD (around $50,000 CAD), Ford has basically confirmed that one of them will be a car. The Car Guide reported last month that Ford CEO Jim Farley was considering bringing back sedans if the company could find a way to sell them profitably and be competitive. This is precisely what the new Universal EV Platform will allow them to do by cutting development and production costs.
Perhaps the rumours of a four-door Mustang have more truth to them than we think. We’ll see.
Ford-Themed Goalie Mask for Carey Price
Speaking of Ford, you may remember that former star Montreal Canadiens goaltender Carey Price is one of its new ambassadors. Well, continuing its “Ready Set Ford” marketing campaign, the company recently unveiled a custom goalie mask inspired by Price’s life and his love of Ford trucks.
It’s the work of award-winning airbrush artist Jordon Bourgeault, based in Calgary. The mask shows the colours and grille of the Ford F-150 Tremor. There are all-terrain tires ripping up snow on one side and kicking up dirt on the other, framed by landscapes of the Canadian Rockies and the Hoodoos in Drumheller, Alberta.
On the back of the mask, the tailgate is left open featuring the Built Ford Tough shield and a “CP0031” licence plate. Bourgeault even tucked in some "Easter eggs" such as a tribute to Price’s time doing rodeo and the place he grew up (Anahim Lake, B.C.).
The entire creation required approximately 150 hours of work in just one month. Who will end up with the mask? That’s a mystery at this point. In the meantime, go back to the photo gallery at the top of the page to check it out from various angles.
