Let this be the first thing I’ve written that comes with a prefaced warning: the opinions put here are mine and mine alone and might not completely jive with the overall view of BangShift. Understood? Okay, let’s get right down to it.
As part of the Q1 earnings report, a particular note popped up that has left just about everybody who is paying attention to the automotive world with something to think about: the company will be re-making 75% of the lineup by 2020, not only do they hope to have six EV vehicles in the market by 2022, and not only will there be hybrid versions of the F-150, Mustang, Escape and Bronco hitting the lineup, but there was one serious bombshell:
Except the Mustang and the upcoming Focus Active, Ford will no longer be manufacturing cars, instead going all-in on trucks, SUVs and crossovers.
are…you…f***ing…kidding…me?
The reason, per a Ford response to a request by The Truth About Cars, says this:
“Consumer buying habits are shifting from small cars to small SUVs – here and around the world. To respond to the needs of our customers and grow our business, we are significantly expanding our North America utility portfolio while also exploring new “white space” vehicle silhouettes that combine the best attributes of cars and utilities – such as higher ride height, space and versatility.”
Simplified: cars aren’t worth it anymore.
Before we even attempt to understand this logic, let’s look at the survivors. The upcoming Focus Active, which is due for 2019, is the updated Focus five-door hatchback that has been copying off of the Subaru Crosstrek more than just a little bit. The key thing to know here is that this will be the only version of the Focus sold here…around the world, a regular form will be on sale, but for America, we just get this variation. No more RS, no more little fuel miser, just a cladded-up wagon-shaped thing that screams, “I wanna be a real off-roader too!” This, like the Buick Regal Tour X, is a station wagon for people who cannot stomach the idea of a station wagon because they have horrifying thoughts of wood-paneled yachts of forty years ago.
The other survivor is Mustang, and for Ford, this might be the only car worth mentioning. With nearly sixty years of heritage and the horsepower wars hotter than ever, and the whole world buying up copies now, the Mustang’s given every reason it needs to stay alive. But don’t expect it to remain as you’d hope much longer. Hybrid variations are in the works and there has been a strong current of rumors about an all-wheel-drive variation on the way. But it could be worse…if Ford decided to ax the Mustang, Dearborn would burn.
So where does that leave the cars? In the history books. The Taurus, Fusion, Focus, and Fiesta are all dead ducks, the GT is being killed off, and while we haven’t heard for sure about what is going to happen at Lincoln, we’re willing to bet it’s the same story. We’ve heard that the Continental sedan will only get one generation before it’s binned.
I understand that SUVs and crossovers sell. But Ford alone has six crossovers and SUVs and if you don’t count chassis trucks as a separate model, seven truck lines, and neither group counts the upcoming Ranger or Bronco yet. The lineup already runs from the tiny EcoSport to the full-size Expedition, and incorporates the Flex wagon. That’s a pretty broad swath of offerings for one segment of the market. But why in the f*** would you continue to add on to an already swamped marketplace? How, Ford, are you going to convince the average shopper that they should buy one of your many offerings that is shaped like an inflated station wagon and is brimming to the gills with technology that is designed to keep morons who have no business at all safe and protected…you know, “driver aids” like letting the vehicle park itself and cameras and radar and whatever the hell else is needed so that Suzy Homemaker doesn’t run over little Timmy from next door because she’s preoccupied doing ANYTHING else besides driving the car? How can you, with a straight face, tell me that what consumers want during these times when alternative methods of propulsion are being advanced further than they have before, when electric vehicles are making headway more and more each day, can you genuinely convince the buying public that what they want more than anything is a breadbox that can get shoved around in a gentle breeze because it has the surface area of a 1970s LTD station wagon in an footprint half the size?
Readers, if you’ve made it this far, I thank you because I know I’m ranting, but seriously, what the absolute hell is this maneuver? Can you make any sense out of it? Because right now, I can’t. The Fusion is a decent car, just ready for a refresh. The Focus RS is a mean little shit, the rally rocket we hoped Ford would have the balls to sell. Yes, the Taurus deserved to be sent to the butcher again, and nobody ever gave half a crap about the C-Max once fuel prices dropped below $4/gallon nationally. I understand why the Expedition exists. I get the uniqueness of the Ford Flex. And the EcoSport fills a kind of niche area, like the Suzuki Samurai and other small, AWD vehicles with a tippy stance have in the past. But to ditch every car-based market minus the musclecar arena makes absolutely zero sense.
That’s as far as I can go without turning into a R-rated Speak N’ Spell that occasionally spits out a car model name. Whether this was a knee-jerk reaction to some pissed-off investors or an admission that Ford can’t make a competitive car anymore, I don’t know. All I know is that the news makes me sick, and from what I’ve been reading, I’m not the only one.
Interesting. We’ll see how long that lasts, but with women, particularly, gravitating to SUV’s, I don’t see the issue. It’s just business. I travel quite a bit for business, and usually rent cars for my trips, and I love the Focus 5 door hatch as it is, but a slightly more upright driving position wouldn’t suck, as long as they can make it handle as nice as the sedan does now…
What are the chances of that? 🙂
I’m still thinking this is a late April Fools joke from Ford. Given the prices of fuel lately, and CAFE standards, I can’t understand the logic. Around here the Fiesta, Focus and Fusion are clearly big sellers, it seems crazy to kill them.
Ford is publicly saying that the market is dead. What they are actually doing is admitting that after 20+ years of trying, they can’t profitably compete with Camry/Accord and Corolla/Civic and they should just stop wasting money and resources trying. They make money hand over fist on Trucks and SUV’s and that’s where they are going to focus. If they have to pay a fine for failing to meet CAFE, then so be it. FCA’s been doing it for years.
Aaand heres another great reason not to buy new cars, at least for me. My early 70’s Falcon coupe is something I can fix, relate to, and actually enjoy looking at and driving. A few days ago a friend of my sons got me to drive them into town and pick them up so they could have a few drinks. It was some near new crap arsed SUV thing with what felt like 10 gears so it was up and down the gearbox continuously. Fucking horrible to drive. Zero compliance in the suspension, stupid tyres with 1/2″ sidewalls that felt like they were flat, impossible to understand stereo and a/c, darty steering, brick wall brakes etc etc etc. Surely this isn’t what people want – more like what they get. Problem is people these days don’t care about cars per se, they want (or at least get sold on) blue tooth, GPS and other stupid pointless shit. Watch the car ads these days, they crap on about this kind of stuff with barely a mention of how it drives or looks. So for the kind of sheeple buying this crap, they truly get what they deserve.
\”Buddy\” HACKett is in way over his head… He\’s got to go before he completely destroys Ford.
Other manufacturers are going this route too unfortunately. It’s just speculation on my part but try to look 25 years ahead to see why they are positioning the CUV as a replacement for the car. It’s nothing but a soulless people mover. The shape is reminiscent of a minivan. The goal seems to be to push human drivers out of the equation and shuffle us around autonomously. There’s no need for a sporty car when there is no driver. It’s sad and pathetic what the auto industry is becoming. There’s no single smoking gun either. People have become lazy, are so easily manipulated by marketing and the internet, and prefer good enough over greatness.
I suspect the current occupant of the White Houses rollback of emissions and CAFE standards is behind this. The small, fuel efficient cars that were required to offset the big pickups the automakers made more money on will no longer be needed. And the fox guarding the henhouse at the EPA isn’t helping.
It’s Trumps fault? You gotta be kidding me….
If only we had more government regulations, Ford would not be stupid?
the government has no business setting mileage requirement on vehicles. they do not pay for the fuel i use. i do. just look at all of the people i am keeping employed by driving my jeep.
It wasn’t that long ago when gas prices went crazy and dealers couldn’t sell a full size SUV or truck without huge discounts. Cars like the Focus, Fusion, Cruze on the Chevy side became popular but then prices dropped and everybody went back to the big stuff. It sounds like Ford will be in big trouble if gas prices ever spike for a decent length of time.
Why can\’t you just can\’t leave politics out of this. Puhlease!!!
Why can’t you just can’t leave politics out of this. Puhlease!!!
Doesn’t matter. At most, it’ll be 3 years of no cars, and they’ll return rapidly. Mind you they will likely be hybrid, electric, or otherwise horrible, but people will buy them.
Kinda said, being that the current lineup not only is reasonably decent looking but actually drives reasonably well. I keep hoping for a Fusion RS to appear!
Each manufacturer proposes really idiotic ideas periodically. Apparently Ford is due.
The stock today is offered in the mid $ 11 range per share
.
I’m going to Wait for the Bad News and financial disaster to hit on this latest stupid, idiot moronic plan and when the fall goes to $ 4-5 or under per share coupled with a deep recession (like last time ) I’ll load up again and wait awhile for the rebound (like last time) . Thank you Ford.
Ford is in the CAR business. WTF are they thinking ?
Old Henry is undoubtebly spinning in his grave today. Can you even imagine Hank-the-Duece or Bill Ford announcing they are going to voluntarily stop making cars to concentrate on trucks ? Have another drink.
It’s not like Ford is giving up cars worldwide, they are putting their focus.. no pun intended… and marketing dollars on what makes them money.
If they need cars to sell in the future I’m sure they can pull one out of another market to certify for the us market.
Ford is just being smart here,focus the sales and marketing efforts on what is making them money, free up manufacturing space for what is making them money, and quit spending R&D time and money on what is not.
If Ford no longer wants to make a car, why not just rebadge a Jap. Korean or Chinese import, mark it up a grand, and everyone is happy. It’s not like they have never done that before.
Ford was the only one of the big three that didn\’t have to turn to the government bail out during the last economic disaster our country went through. Perhaps they see the writing on the wall and are preparing for the one that\’s on the way by trimming the fat and keeping the money makers.
Let’s not forget that GM said in the 90s it was never going to build another rear wheel drive car… much ado about nothing. Ford is simply saying they’re going to build cars…err… trucks that will sell.
So my big question – so what? they build a vehicle that’s light, V8 powered, and comes in a station wagon shape… personally I think the explorer is a car… we’re Americans, we don’t need minicars.
I’ve been a Ford fan for years, and way back when, I bought a ’89 GT 5.0 new…..just sold it about 2 years ago. I’ve rented quite a few Fusions, Focus’, and a F150 in the last 10 years for various things and really liked them. I really came close to biting off on a Fusion 5 years ago….but honestly the recalls for this and that just scared the neck out of me. I stuck with the Honda Accord and the only thing I’ve had to worry about is the airbag recall, (fixed now), and changing brakes, and oils. Zero problems and now over 100K miles.
The same goes for the Focus, fun car to drive and decent gas mileage. But the recalls on the transmission was a big red flag too. In that time span, I put 250K on a Civic and just had to do regular maintenance on it. Zero problems.
A new car purchase is serious business financially, and if I’m going to fork out $30,000+ for a car….I expect the car builder to be just as serious about the quality of the car and/or truck.
What I can’t believe is that the Ford family is going to go along with this. As steeped in racing history as Ford is….now they’re going to only have a Mustang GT4 for IMSA and Mustang for NASCAR for 2019.
No worries though, there are other alternatives. A sad bit of news to be sure.
There sedans suck. Not attractive at all. They all look like foreign cars,like many others but the one cool practicle big sedan Taurus SHO is over 50 large! Man! Be innovative,take a chance,be in your face! Hyundai and Kia have more balls than all these guys today.
I like the Flex. I miss wagons, period! But just the fact these damn dinosaur SUV’s refuse to die and go away, let alone a manufacturer wholly considering abandoning all sedans/sports for trucks and SUV’s is depressing.
Its just as well that Ford Europe will keep on producing cars then as we don’t need giant pickups and SUVs over here!
I’m not happy, but the case for sound business principles requires this move. If we Americans would drive sedans (both 2 and 4 door) they would build them. So many people today don’t want to “drive” they just want to have a way to get somewhere while they are playing on their IPhone.