“Ford today announced it will phase out most cars it sells in North America. According to its latest financial release, the auto giant “will transition to two vehicles” — the Mustang and an unannounced vehicle, the Focus Active, being the only traditional cars it sells in the region. Ford sees 90 percent of its North America portfolio in trucks, utilities and commercial vehicles. Citing a reduction in consumer demand and product profitability, Ford is in turn not investing in the next generation of sedans. The Taurus is no more.”
See Ford to stop selling every car in North America but the Mustang and Focus ActiveWell. Ford is a pillar of USAian auto-making. They’ve seen the writing on the wall. Folks aren’t buying the big old gas-guzzling clunkers the way they used to buy them. Unfortunately, Ford has translated the words into “make trucks and SUVs”… Are they overlooking EVs? It’s efficiency people want. There’s nothing more efficient than an EV. 20 years ago, people made the move from big V8 cars to small 4-cylinder cars. That change almost killed USAian auto-making except for Obama’s bailout loans.
Has Ford learned nothing from this process? Sure the SUVs and trucks are more profitable but they are way more expensive and hard to maintain for consumers than the EVs. It’s the 21st century and people want the convenience of the smartphone in their personal transportation. People aren’t hauling gravel in their personal vehicles much. People aren’t pulling stumps with their personal vehicles. Mostly, people want to get from A to B efficiently. EVs do that, not trucks. Ford does make the Focus EV. Whither goes it? Has Ford forgotten that most of us live in or near cities, not out in the bush?
It could be that Ford is just giving up on the personal car and this is a polite wave at the exit. Perhaps trucks are their thing. This is a missed opportunity. Ford could make nifty EVs if they wanted. They just don’t want to do that. Time to sell shares in Ford. Prices have been drifting down since the EVs took off. Instead of joining the fight Ford is running away. Sad.