Following the money, Ford has announced it will stop selling sedans in North America to concentrate on more profitable trucks and SUVs. The only Ford-brand cars it will sell in the U.S. will be the Mustang (a family jewel) and a single SUV-light model of the redesigned Focus hatchback called the Focus Active.
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The Ford Fiesta, Fusion, Taurus and most Focus sedans all will die as their current generations play out. But truth be told, the aging U.S. models already were on life support as Ford spent money on other priorities.
Killing the sedans is part of Ford’s overall plan to increase profit margins to 8 percent by 2020 by slashing $11.5 billion in costs across the company. And that means not spending any money on new generations of its car models, which are less profitable and increasingly less popular than its trucks. Sales of its cars were down 15 percent in 2017, while SUVs and trucks were up 4 percent. Ford says that by 2020, 90 percent of its products will be trucks, SUVs and commercial vehicles.
The Focus Active is one of the family of redesigned 2020 Focus models Ford unveiled this month. And it turns out, that reveal was not about us. The only version destined for the U.S. is the Focus Active, which is based on the Focus hatchback, but dressed up with cladding and SUV-ish styling cues.