Ford US to become an SUV-only brand, retains Mustang

2019 Ford Edge ST front three quarter

Ford will strip its North American lineup of passenger cars, transitioning to an almost exclusive SUV and pick-up lineup, with the Mustang to remain as the only low-riding car in dealerships.

The closest vehicle to being car-like (apart from the Mustang) in that transition will be the Ford Focus Active, which is itself billed as a crossover.

“Over the next few years, the Ford car portfolio in North America will transition to two vehicles — the best-selling Mustang and the all-new Focus Active crossover coming out next year,” Ford US said in a statement. “The company is also exploring new ‘white space’ vehicle silhouettes that combine the best attributes of cars and utilities, such as higher ride height, space and versatility.”

Ford of North America has set a target – by 2020, over 90 per cent of its product lineup in North America would comprise trucks, SUVs and commercial vehicles. CEO Jim Hackett said that this was to turnaround “underperforming” models.

Ford Ranger Wildtrak

“Where we can raise the returns of underperforming parts of our business by making them more fit, we will,” said Mr Hackett. “If appropriate returns are not on the horizon, we will shift that capital to where we can play and win. We are committed to taking the appropriate actions to drive profitable growth and maximise the returns of our business over the long term.”

Earlier in the year, Ford said that by 2020, it would have the “freshest lineup among all full-line [US] automakers”, stating that the average showroom age will drop from 5.7 to 3.3 years. Crucial to this plan is four new SUVs to be added by 2020.

Also by that date will be the first full EV from Ford, while the new F-150 will get a hybrid powertrain. Also by that time will be electrified versions of the Escape, Bronco and Explorer.

Ford also says it estimates SUV sales could be around 50 percent of retail sales by 2020, which is why it is pulling US$7 billion from cars and putting it toward SUVs.

Ford also said it was starting to “crack the code” which enables SUVs to offer the same fuel economy as passenger vehicles, despite their larger profile. Turbocharging is key to this strategy, as can be seen from the current F-trucks, which have moved away from massive V8s and now receive smaller turbo V6s instead.

About Karl Peskett 416 Articles
A passionate writer, editor and driver, Karl is the go-to man when it comes to four wheels. With stints in television, radio, print and online, Karl has been writing about cars for more than a decade. He drives around 100 vehicles every year and has tested everything from Bugattis to Suzukis. Sometimes on track, sometimes off-road, his focus is on producing objective journalism without fear or favour.

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