Martin Sander, the Europe boss of Ford, recently stated, the company doesn’t have "any plans to extend Focus production.” This comment underscores the company’s commitment to shutting down the Focus lineup despite market trends. Ford has also been unable to find a buyer for its Saarlouis manufacturing site, where the Focus is assembled.
The automotive industry has seen diverse strategies regarding EVs and traditional models owing to shifting demand dynamics. Unlike Ford, Mercedes-Benz has extended the life of its A-Class model until 2026 due to persistent demand for internal combustion engine cars. Similarly, other major players like Renault and Jaguar Land Rover (JLR) are adjusting their strategies. Renault cancelled an initial public offering of its EV division called Ampere; JLR is concentrating more on producing plug-in hybrid vehicles (PHEVs). Volkswagen Group has also reduced production rates for several of its EV models as supply exceeded sales expectations.
Amid these adjustments and market fluctuations, Ford is recalibrating its EV forecast after recognizing a slower adoption rate than initially assumed. However, Martin Sander expressed a robust outlook for electric vehicles: "In the long run, we are still deeply convinced that EVs will be the future and we will see a significant increase in volume." By the end of this year, Ford aims to offer an extensive range of electric vehicles in both passenger and commercial segments. This selection will allow customers greater flexibility and a wider choice suiting their preferences.
Moving forward into electrification, Ford hinted at potentially introducing smaller electric cars following their planned launch of four new electric SUV models across Europe. This suggests a strategic expansion into various segments as part of their long-term electrification goals.
Source: Autocar