Does not say or show: Ford refuses to advertise its sedansSeptember 7, 2018
Passions around Ford’s passenger models are heating up. It looks like the manufacturer wants to get rid of them as soon as possible!
Rumors that Ford will quietly curtail the production of cars, appeared in the spring of this year, and in August they were confirmed by the automaker himself, voicing a new strategic development plan, in which car models are given only 11% of the output. Fall to this figure cars were due by 2023, but it seems that the market, and the company itself, force events.
A few days ago, British media reported that the flagship of the European passenger car line, Mondeo, would be discontinued, but the Ford press service denied this information without saying anything about the successor to this model. It is possible that after a planned restyling and two or three years of production, Mondeo will still sink into oblivion.
As for his American colleague under the name of Fusion, the sentence has already been signed: the model will be discontinued after a couple of years and will not have an heir, but the Fusion sedan platform can form the basis of the cross-wagon that will compete with Subaru Outback.
This week, the publication Automotive News referring to the vice-president of the North American division of Ford on marketing told that the company in a hurry to turn off the federal advertising company of its sedans and sends money to other needs, in particular to promote sports cars and crossovers. As for unsold cars, their dealers will now have to promote themselves. Up to the complete elimination of stockpiles …
At the moment, Ford offers four cars in the US: Fiesta, Focus, Fusion and Taurus, and the Focus can only be purchased with a hatchback body – the sedans have already been removed from sales.
The youngest Fiesta feels relatively good and ranks second in the subcompact segment after the Nissan Versa: from January to July of this year, 29,287 and 51,156 pieces were sold, compared to the same period last year, the Fiesta’s sales even grew 4%. But in general, the segment is considered to be unpromising, and Ford sees no reason to invest in it. Instead of Fiesta, the company will promote the subcompact EcoSport SUV – it did not enter the US market until 2016, after the restyling.
Focus found for 7 months of this year 84,794 customers (-14.5%), while the leader of a compact class – Honda Civic – sold 202,553 copies, but this is still a large segment of the US market is already depressed, sales in it fall in most models.
The segments of medium-sized and large cars, in which Fusion and Taurus are positioned, are also experiencing a decline, and it is unlikely that there will be at least one expert who would give a positive forecast for them. From January to July, Fusion found 97,800 customers (-19.2%), Taurus – only 26,356 (-0.8%).
Thus, despite the most dramatic drop, it’s better than other Ford cars to sell Fusion, so it’s still alive (although the company does not plan to allocate any more money for its advertising). For the rest, the 2018 may be the last year of sales in the US.
By the way, Ford still sells the European C-Max compact car in the US, but it’s quite bad: for seven months only 5873 copies (-44.8%) were sold.
In general, in the home market, Ford waved at cars, and yet it would seem that Taurus was the main car in America … But huge funds are thrown on the development of the line of electric cars: in three years, Ford doubled the amount of investments in this segment (up to 11 billion dollars) and now promises to 2022 already 16 new products. The key will be an inexpensive electric crossover with a coupe body and design elements of the Mustang model – it will be introduced already in 2020.