A few years ago, Ford surprised the American public by announcing the discontinuation of its range of passenger cars (Fiesta, Focus, Fusion, Taurus). Currently, the blue oval firm only offers SUVs, SUVs, pick-ups, vans, and the Mustang sports car in its home market, the last redoubt of its once varied product offering.
This drastic decision was not only due to the growing popularity of SUVs but also because of their higher profit margin. Ford was not the only North American company to follow this strategy, since in the middle of the last decade General Motors stopped marketing the Chevrolet Cruze and Impala in the United States, while FCA eliminated the Chrysler 200 and Dodge Dart to be able to manufacture more Jeeps.
Little by little, this trend is reaching other markets such as Europe, where historically small hatchbacks (utility and compact) have been sales leaders. Ford no longer sells the Ka and Mondeo in the old continent; In addition, it was recently confirmed that the extremely popular Fiesta will disappear in 2023, whose latest generation has been completely overshadowed by the Puma SUV.
Ford’s last conventional passenger car (not counting the Mustang), the Focus, will say goodbye for its part in 2025. The manufacturer is already looking for a buyer for its plant in Saarlouis (Germany), where the successful model is currently produced. Everything indicates that, like the Fiesta, it will not have a direct successor.
Ford wants to focus on lucrative SUVs
Ford, which plans to become a 100% electric brand in Europe in 2030, is already working on its new zero-emission range, which at least in the short term will only consist of SUVs and commercial vehicles. In addition to the well-known Mustang Mach-E, the firm is working on an electric version of the Puma and two separate crossovers based on the MEB platform of the Volkswagen Group.
These last two proposals, which will see the light of day in 2023 and 2024 respectively, will be assembled at Ford’s factory in Cologne (Germany). The first of them will be a compact crossover similar to the Volkswagen ID.4, while the second will have a sportier body, thus being related to the Volkswagen ID.5.
While the electric Puma will indirectly take the place of the Fiesta, these compact crossovers will do the same with the Focus. The second generation of the Mustang Mach-E, which will be manufactured in Almussafes (Valencia, Spain), will be presented in mid-2026 and will have a “coupé” derivative for the first time.
