Ford is considering removing Fiesta, Fusion, and Taurus from the US market
- The Ford group plans to eliminate its Fiesta (segment B), Fusion (D segment) and Taurus (E segment) sedans from its US market offering. Only the Focus sedan (C segment) would remain to represent Ford in the US sedan market. And this model, it seems, would be imported from China and no longer manufactured in North America.
- Ford wants to follow the evolution of the US market where sales of sedans have been collapsing for several years in favor of SUVs. In 2017, sedans account for only 35% of registrations in the US market.
- However this volume still represents 6 million cars in 2017. In addition, this is happening at a time when the price of oil is at its lowest, which promotes sales of SUV, but this price can only increase in the future. The rise in the price of oil is inevitable in the long term, because the reserves will gradually become scarce.
- Finally, abandoning the sedan segment to the advantage of SUVs will leave the field open to Japanese and Korean manufacturers, who will become even stronger in this market. They already have seven cars in the top ten US PC, including in the first six places. Ford’s abandon could aggravate this situation and put eight or nine Asian cars in the top ten. FCA has already discontinued its Chrysler 200 and Dodge Dart, and GM is also considering reducing the range of its sedans. This general retreat of US automakers demonstrates their determination to abandon declining segments.
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