Ford will drop the Fiesta hatchback and the Fusion saloon (the American version of the Mondeo) from its line-up by 2020.
The brand will also axe its great Bull living room, meaning the only cars Ford is going to sell on its domestic market from the next decade will be the Mustang (below) and in the future, the Emphasis filter is Active.
Ford’s remaining lineup of Suv’s and pick-ups, even if it might introduce a new ” white paper on the vehicles of the brand described as combining “the best attributes of cars and vans, such as the increase of the height, the space and versatility”.
The changes come amid shifting consumer demand, which has seen sales of SUV models grow and as demand for sedans weakened.
“We are committed to take appropriate measures to ensure profitable growth and maximise the performance of our company in the long term,” said chief executive officer of Ford, Jim Hackett.
“Where we can increase the performance of the underperforming parts of our business by making them more fit, we’ll do it. If any returns are not on the horizon, we are going evolution of the capital to where it can play and win.”
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Ford has stated in the 2018 first-quarter statement that it would introduce a hybrid-electric powertrains “at high volume, the profitability of vehicles”, such as the F-150 pickup, Mustang and Explorer, escape and Bronco Suv. The company will bring its first battery electric model on the market in 2020; the other 15 will follow by 2022.
The brand has also highlighted the stand-alone technology and the creation of a platform of mobility as a key business opportunities it will invest in.
Ford said the changes do not require an extra investment, but rather be turned on, freeing up $ 11.5 billion (about £10) from existing programs. Ford now expects to spend $29bn (approximately £25.4 billion euros) between 2019 and 2022; it is said that it is a $5 billion (£4.4 billion euro) reduction on previous estimates, thanks to cost-efficiency improvement.
The company has recorded an increase of 7% in revenues and a 9% increase in net income of $1.7 billion in the first quarter. It has boosted revenues by 18% across Europe.