Ford Australia is placing greater emphasis on tradespeople, business and fleet customers as part of its future strategy, while expanding its Ford Pro services and planning to introduce additional commercial vehicles to its showrooms.

Ford Australia President and CEO Fadi Mawal told reporters that business customers are an important part of the brand's operations and will also be covered by the new seven-year/unlimited-kilometre warranty.

"We are all-in on commercial, and we are all in also on unique and differentiated products," Mawal said. "We know how to do commercial, we do it well, it's a strength for us, so we're doubling down on it."

"Does that mean we won't do anything else? No, we shared today our first entry into SUV, that medium SUV with Bronco Basecamp. Yes, we're doubling down on commercial, yes, we're doubling down on iconic nameplates like Ranger and Transit, but we're planning on adding and on growing," he further added.

Announced earlier this month, the all-electric Transit City will join the Transit Custom and Transit in Ford's van range. Ford's commercial vehicle range also includes the Ranger ute (pick-up truck), which is now available in Super Duty specification, and the full-sized F-150 pick-up, which is locally converted to right-hand drive.

The remaining models in Ford's passenger vehicle line-up are the Everest large SUV, the Transit Custom-based Tourneo people mover, the Mustang sports car and the Mustang Mach-E.

The new Transit City will be available from AUD 50,000 (US$ 35,670) drive-away, with its pricing attributed to the model being sourced from Ford's Chinese partner, JMC.

As the new entry point to Ford's van range, the Transit City is priced below the Transit Custom, which starts at AUD 58,990 before on-road costs. Ford is also reducing the prices of the electric and plug-in hybrid versions of the existing model. Later this year, both the E-Transit Custom and Transit Custom PHEV will receive a price reduction of AUD 3,900, along with additional equipment. The 2027 prices are expected to be approximately AUD 74,000 and AUD 64,000 before on-road costs, respectively.

The Ranger will continue to be offered in various configurations and price points for work-focused buyers, while the F-150 remains Ford's most expensive tray-back model.

Ford will also expand its Ford Pro service to include financing and fleet management, in addition to sales, servicing and body building. The service is intended to provide business customers with a single point of access for managing their vehicles throughout their ownership. Ford Australia says this will allow owners to focus on their businesses rather than the vehicles used for their operations.

In Australia, approximately half of new vehicle sales registered through VFACTS fall under the business, government and rental categories, rather than private buyers.