Ford has reshaped its business by narrowing its lineup to vehicles with stronger brand appeal and higher profit potential. As Matt Simpson, who leads Ford's customization business, put it, "This is the most passionate lineup that Ford has ever had." The strategy reflects CEO Jim Farley's belief that Ford should focus on distinctive products instead of competing in crowded, low-margin segments. Rather than trying to match rivals across every category, Ford is investing in vehicles that reinforce its identity and command premium prices. As a result, Ford's least expensive models now start at close to $30,000—roughly double the entry price buyers could find in Ford's lineup a decade ago.