Ford Do Something Unprecedented: Improves Cars and Creates New Versions, But Prices Stay the Same Years After Launch – How Does the Brand Achieve This?

Written by Romário Pereira de Carvalho

Published on 17/09/2025 at 10:26

Updated on 17/09/2025 at 10:29

Imagem ilustrativa: IA

Be the first to react!

Even With Visual Changes and New Versions, Ford Keeps Prices of Bronco Sport, Territory, and Maverick Stable, Betting on Trust and Predictability

In Brazil, many manufacturers adjust prices almost monthly. Ford, however, follows a different path. The brand chose to keep the prices of some of its main models stable, even after redesigns and version changes.

Bronco Sport and Its Stability

The Bronco Sport came out in 2021 costing R$ 256,900. Over time, the SUV surpassed the R$ 270,000 mark. However, since the 2024 line, the price has returned to around R$ 260,000.

In June, the model underwent visual changes and gained the more complete Badlands version. Still, the price remained at R$ 260,000.

ARTICLE CONTINUES BELOW

Ford Territory Follows the Same Path

Another example is the 2026 Territory. The mid-size SUV manufactured in China landed in Brazil in September 2023 for R$ 215,000.

Two years later, it arrived renewed, better equipped, and updated. Even so, the price remained the same.

According to Marcel Bueno, Marketing Director of Ford South America, this is a strategic choice.

He states that the pricing is aligned with growth and also the competitiveness of the brand’s portfolio.

Ford Maverick with Reduced Price

Among the models, the Maverick pickup deserves special mention. After the mid-life redesign, the price dropped. The Lariat FX4 version cost R$ 239,990. Now, the new Lariat Black sells for R$ 219,900.

According to Bueno, the policy aims to offer stability and trust to the customer. He explains that avoiding large fluctuations preserves the resale value of used vehicles and strengthens the relationship with consumers.

Experts Analyze the Strategy

Consultant Máia Martins of K.Lume Automotive Consulting believes that Ford’s premium positioning helps explain this decision.

She points out that importing vehicles with higher added value allows differentiation and, at the same time, incentives can help keep prices stable.

Consultant Ronaldo Fernandes, COO of the Unified Vehicle Information System (SUIV), reinforces this view. He says that automakers work with margins larger than consumers imagine.

Profit and Margin for Maneuver

Fernandes adds that the national market is unstable, but vehicles are prepared to withstand fluctuations without compromising the brand’s performance.

He also reminds that, since many companies follow similar policies, there is room for adjustments without a direct impact on profit.

This combination of factors shows that Ford has found a way to stand out. Instead of following the upward price trend, the company bets on trust and predictability as a competitive differentiator.

With information from UOL.

Ford Do Something Unprecedented: Improves Cars and Creates New Versions, But Prices Stay the Same Years After Launch – How Does the Brand Achieve This?

Even With Visual Changes and New Versions, Ford Keeps Prices of Bronco Sport, Territory, and Maverick Stable, Betting on Trust and Predictability

Bronco Sport and Its Stability

Ford Territory Follows the Same Path

Ford Maverick with Reduced Price

Experts Analyze the Strategy

Profit and Margin for Maneuver

The Soviet Union spent 22 years drilling into the Earth’s crust and reached a depth of 12,262 meters — they found water where it was thought impossible, hydrogen bubbling from the rock, granite that is 2.7 billion years old, and temperatures of 180 degrees that melted the drill bits.

Ethiopia has banned gasoline and diesel cars, placed over a hundred silent electric buses on the streets of Addis Ababa, and now aims for half a million electric vehicles by 2030, all powered by Africa’s largest dam and a courage that few countries have shown.

Egypt wants to draw 10 million cubic meters of water from the Nile per day into the desert, irrigate a new agricultural frontier, and build a city where there is currently only sand.

BRICS is preparing a payment system inspired by the Brazilian PIX that will allow direct transactions between countries using national digital currencies without relying on the dollar or Western banks as intermediaries.

Norway is drilling 27 kilometers of rock 392 meters below the bottom of a fjord to build the world’s largest and deepest underwater road tunnel — when completed, a 21-hour journey will be reduced to 10.

Chinese engineers begin filling a 217-meter dam at an altitude of 3,000 meters and prepare a 2,240 MW hydroelectric power plant to integrate hydropower, solar, and wind energy in the upper Jinsha.

Giant turbines on the seabed of Scotland have been generating clean energy for nearly a decade without interruption, and now the big promise is that tidal power could solve the biggest problem of solar and wind energy: the unpredictability that no one has been able to overcome until today.

The Stad Ship Tunnel will excavate 3 million cubic meters of rock to open 1.7 kilometers through a peninsula and create the world’s first full-scale ship tunnel, designed to divert ships from one of the most violent stretches of the Norwegian coast.

The largest railway under construction in the Northeast will complete 20 years of construction in June — spanning 1,206 km, with R$ 14.9 billion invested, 727 km completed, and 53 cities that waited 67 years to see the first cargo train cross the sertão towards the sea.

While in Brazil the Transnordestina has been waiting for 67 years, China began drilling 29 tunnels through the mountains of Central Asia to build the first railway connecting three countries — it’s 523 km, US$ 4.7 billion, and 5,000 workers cutting rock at 3,000 meters of altitude

Brazil has never generated so much clean energy — and has never charged so much for it: while solar and wind farms break records, the electricity bill rises by up to 23% and R$ 52 billion in charges are paid by 35 million families who don’t understand why electricity has become so expensive.

Ford Do Something Unprecedented: Improves Cars and Creates New Versions, But Prices Stay the Same Years After Launch – How Does the Brand Achieve This?

Even With Visual Changes and New Versions, Ford Keeps Prices of Bronco Sport, Territory, and Maverick Stable, Betting on Trust and Predictability

Bronco Sport and Its Stability

Ford Territory Follows the Same Path

Ford Maverick with Reduced Price

Experts Analyze the Strategy

Profit and Margin for Maneuver

The Soviet Union spent 22 years drilling into the Earth’s crust and reached a depth of 12,262 meters — they found water where it was thought impossible, hydrogen bubbling from the rock, granite that is 2.7 billion years old, and temperatures of 180 degrees that melted the drill bits.

Ethiopia has banned gasoline and diesel cars, placed over a hundred silent electric buses on the streets of Addis Ababa, and now aims for half a million electric vehicles by 2030, all powered by Africa’s largest dam and a courage that few countries have shown.

Egypt wants to draw 10 million cubic meters of water from the Nile per day into the desert, irrigate a new agricultural frontier, and build a city where there is currently only sand.

BRICS is preparing a payment system inspired by the Brazilian PIX that will allow direct transactions between countries using national digital currencies without relying on the dollar or Western banks as intermediaries.

Norway is drilling 27 kilometers of rock 392 meters below the bottom of a fjord to build the world’s largest and deepest underwater road tunnel — when completed, a 21-hour journey will be reduced to 10.

Chinese engineers begin filling a 217-meter dam at an altitude of 3,000 meters and prepare a 2,240 MW hydroelectric power plant to integrate hydropower, solar, and wind energy in the upper Jinsha.

Giant turbines on the seabed of Scotland have been generating clean energy for nearly a decade without interruption, and now the big promise is that tidal power could solve the biggest problem of solar and wind energy: the unpredictability that no one has been able to overcome until today.

BYD Song Pro comes with a flex-fuel engine, a refreshed look, and power of up to 235 hp to attract attention in Brazil.

The car that Chevrolet will bring to Brazil to face BYD Dolphin and Geely EX2 later this year is already a phenomenon in China and wants to repeat the buzz here.

Better than Corolla? Used Arrizo 6 delivers luxury and turbo engine for the price of a compact

The BYD Tai S Ti7 bets on a boxy design and could become the top-of-the-line model in Brazil with 488 hp, over 70 kgfm of torque, 0 to 100 in 4.9 seconds, 5.1 meters in length, and a range exceeding 900 km.

‘All in one’: revolutionary engine comes to life with a 1.5-liter [engine] of up to 163 hp, two electric motors, and a compact hybrid system that promises to transform any electric car into a long-range hybrid

The Stad Ship Tunnel will excavate 3 million cubic meters of rock to open 1.7 kilometers through a peninsula and create the world’s first full-scale ship tunnel, designed to divert ships from one of the most violent stretches of the Norwegian coast.

The largest railway under construction in the Northeast will complete 20 years of construction in June — spanning 1,206 km, with R$ 14.9 billion invested, 727 km completed, and 53 cities that waited 67 years to see the first cargo train cross the sertão towards the sea.

While in Brazil the Transnordestina has been waiting for 67 years, China began drilling 29 tunnels through the mountains of Central Asia to build the first railway connecting three countries — it’s 523 km, US$ 4.7 billion, and 5,000 workers cutting rock at 3,000 meters of altitude

Brazil has never generated so much clean energy — and has never charged so much for it: while solar and wind farms break records, the electricity bill rises by up to 23% and R$ 52 billion in charges are paid by 35 million families who don’t understand why electricity has become so expensive.