New-Car Buyers Shrink, but Ford Holds Firm on Pricing

Buyers earning under $100,000 dropped from 50% of new-car purchases in 2020 to 37% in 2025, per CNBC. Ford still raised 2026 operating profit guidance to $10–11 billion on strong pricing, Reuters reported July 28. If the income floor keeps outpacing wages, the addressable market may fall below what automakers' fixed-cost base was built to serve — making today's pricing power look cyclical.