I haven’t written about Ford lately, right? I don’t have a bad taste in my mouth, so probably not.
Anyway, it seems that Dearborn, MI-based auto manufacturer is dealing with some problems (that does sound familiar.) This time it’s based on lowered profits and decreased demand for their vehicles.
In turn, they’ll be dropping pretty much their entire lineup of cars, save the Mustang (which is less a car than a Douchebag Signifier) and Focus by 2020. Instead, they’ll focus more on crossovers, SUVs and pickup trucks.
The Taurus, Focus sedan and Fusion, C-Max (WTF is a C-Max?) and Fiesta are all done-for after the current production run. The Focus will continue on as a ‘crossover’ (their words.)
This does mean that the Fiesta ST, one of their few worthwhile offerings will no longer be available. The Focus RS may continue as well, depending on how they define the ‘crossover’ aspect of the car. Needless to say, there’s little reason for the brand to continue to operate (unless you dig the F-150, in which case you’re better off under one than in it.)
They are, however, going all in on electric vehicles, with the F-150, Explorer, Escape and upcoming Bronco promising hybrid powertrain, so that’s something.
Ford previously survived potential bankruptcy and restructuring when then-CEO Alan Mulally divested the company of their shares in Mazda, Land Rover, Jaguar, Volvo and Aston Martin, allowing them to stay liquid during the recession of 2008.
It should be noted that Land Rover and Jag are experiencing a renaissance under Tata Motors, Volvo is selling like crazy for Geely Motors, Mazda, while not necessarily an automotive powerhouse, are producing some fantastic vehicles, and Aston Martin is doing just fine, thank you very much.
Ford, on the other hand, still has Lincoln. Good ol’ reliable Lincoln. Remember them?