Ford’s car-cut strategy: A progress report

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More than a year after Ford announced plans to cut the Focus, Fiesta, and Fusion cars in favor of trucks and SUVs, initial results look positive.

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July 24, 2019

Ford’s car-cut strategy: A progress report

More than a year after Ford announced plans to cut the Focus, Fiesta, and Fusion cars to focus on trucks and SUVs, initial results look positive.

CARS: 23% decrease

Car sales plummeted for Ford in the first half of 2019, but the vast majority of that was from the discontinuation of the Focus. Sales of cars still in production grew.

Focus: Production ended with the 2018 model year; sales down 83%
C-Max: Production ended with the 2018 model year; sales down 99%
Fiesta: Production set to end in late 2019; sales up 50%
Fusion: Production set to end in late 2019; sales up 11%
Total Ford car sales: 196,654, down 23%

Ford car sales without discontinued models: 184,136, up 6%

TRUCKS: 6% increase

Ford ended Ranger production more than a decade ago, fearing the small pickup could hurt sales of the bigger F-150. The relaunch of the Ranger shows there’s room for both.

F-150: Sales fell less than 1% for the country’s most popular pickup, despite new product launches
Ranger: Launched in January, Q2 Ranger sales doubled Q1 numbers. Between the Ranger and F-150, Ford pickup sales are up 6% in a highly competitive market
Commercial trucks: Ford brought F-650 and F-750 medium-duty truck production in-house several years ago, and sales have risen dramatically. After an 18% rise in Q1, sales jumped 83% in Q2. For the first half of 2019, sales were up 52%
Total Ford truck sales: 603,141, up 6