Keep in mind when Ford used to promote common vehicles? Technically, it nonetheless does, however the Mustang is a distinct segment mannequin, and the Taurus pictured right here is restricted to only a handful of markets. Nonetheless, the Blue Oval plans to launch new merchandise that aren’t vehicles, SUVs, or vans. That promise comes from William Clay Ford Jr., great-grandson of firm founder Henry Ford, and the manager chairman since 2006.
In an interview with Autocar, “Invoice” Ford admitted the corporate is severely missing in common automotive choices after discontinuing the Ka, Fiesta, Focus, Fusion, and many others: “On the passenger automotive facet, we understand we’re not as strong as we have to be.” He added there’s a plan to repair that hole within the lineup: “We’re engaged on our future technique proper now. However I feel you’ll be stunned — pleasantly stunned — by what’s coming.”
It’s too quickly to say if any of those new vehicles will attain North America. Rumors as soon as swirled a few four-door Mustang sedan, internally nicknamed “Mach 4,” however Ford by no means confirmed it. In Europe, nevertheless, a latest Automobilwoche report claimed sellers have already been informed new vehicles are coming. With Ford backtracking on its plan to go electric-only on the continent by 2030, the brand new fashions will possible use combustion engines. It will be a logical transfer given how the Explorer and Capri EVs have struggled in gross sales.
Talking of VW-based merchandise, extra may very well be within the works. Martin Sanders, VW’s gross sales and advertising boss (and Ford of Europe’s chief till final yr), hinted at additional collaboration: “[We] don’t wish to rule out that there are future alternatives right here to share know-how once more.” It’s unclear whether or not he was referring to extra electrical vehicles on VW’s MEB platform or gas-powered autos on the MQB structure.
Both manner, Ford’s choice to convey again passenger vehicles marks a shift from CEO Jim Farley’s assertion final yr. On the time, he stated Ford was “getting out of the boring-car enterprise and into the iconic-vehicle enterprise.” The “boring” checklist was made up of vehicles that Farley admitted have been “cherished by a whole lot of prospects, however they might by no means justify extra capital allocation — not like business autos.”
In brief, Ford wasn’t making sufficient cash on them, so it minimize them to double down on high-margin vehicles and different worthwhile segments. For the brand new fashions, the maths will presumably work in Ford’s favor. Whether or not they’ll take a shortcut by way of the VW route stays to be seen, however one factor is evident: vehicles are coming again.
