Affordable? Are you in the market for a new Ford vehicle? What does your budget look like?

If you’re in the US you can get into a Chevy Bolt for like ~$20k after the federal tax incentive, plus any state incentives that would apply in your situation.

If you’re talking about Ford specifically, they’re not going after the budget market because they’re trying to play to their strengths - the F150 and Mustang. Neither of those brands are typically associated with being cost conscious, but the F150 has been the best selling vehicle in the country for 41 years now. The F150 Lightning is priced comparably to the gas powered option for similar features, and the Mach-E is right in line with the Mustang GT, which makes sense because let’s be honest, nobody buys an ecoboost Mustang expecting to enjoy it.