Fewer People Can Afford New Cars — and Carmakers Weren't Built for That

Buyers earning under $100,000 fell from half of new-car purchases in 2020 to just 37% in 2025, per CNBC. Yet Ford raised its 2026 profit forecast to $10–11 billion on strong pricing, Reuters reported July 28. If incomes needed to buy new cars keep rising faster than paychecks, fewer people can buy — and carmakers' costs may be too high for the customers left.