|
According to Motor1, several of Ford’s iconic models in Europe have been or are in the process of being phased out. The last Ford Mondeo rolled off the production line in April 2022, followed by the final Fiesta in July 2023. And by the end of this year, the Ford Focus will also discontinue.
In an email to Motor1, Ford’s European Communications Director, Finn Thomasen, confirmed that the Focus production will cease in November. The American automaker has no plans to introduce a direct successor to the Focus in the European market.
Ford stated that, for now, European customers can still place orders for the new Focus, but the company will soon stop taking orders as the Saarlouis plant in Germany prepares for its closure later this year.
The Motor1 article highlights that the end of the Focus also marks the conclusion of an era for Ford in Europe. The first-generation Ford Focus was introduced to European customers back in 1998, and it has played a significant role in the company’s presence in the region.
With the discontinuation of the Focus, customers will lose a rare option for a manual transmission car, specifically in the ST variant.
|
|
The Ford Focus ST offers a rare manual transmission option in Europe. Image: Ford. |
The end of the Focus is also considered good news for the Volkswagen Group, as their models, including the Volkswagen Golf, Skoda Octavia, Seat Leon, and Audi A3, continue their life cycles, similar to the Toyota Corolla.
Ford’s CEO, Jim Farley, has previously stated that the company is “getting out of the boring car business and into the fun business” and focusing on iconic vehicles.
In an interview last year, Ford’s leadership acknowledged that while cars like the Fiesta and Mondeo are beloved by many customers, they won’t generate enough money to fund future investments.
The Dearborn-based automaker believes that concentrating on models like the Bronco, Tremor, Raptor, and Mustang will yield higher profits. CEO Jim Farley emphasized the goal of making Ford the “Porsche of off-road vehicles.”
|
|
|
Ford is focusing on models with higher profit margins. Image: Ford. |
The decision to discontinue the Focus in Europe reflects a strategy that Ford has already implemented in the North American market. Models like the Fiesta, Focus, Fusion, and Taurus have been out of production in North America for several years.
While the Ford Mustang remains available in the US, Motor1 suggests that it is a niche product that doesn’t move the needle. Europe also isn’t a favorable market for large-displacement, high-emission vehicles due to stringent emission regulations.
Last year, Ford sold 426,307 vehicles to European customers, a 17% decrease compared to 2023. Its market share also dropped from 4% to 3.3%, falling behind Korean brands Hyundai and Kia.
The trend continued into the new year, with ACEA reporting a 3.9% decline in Ford’s sales for the first month of 2025, and its market share falling to 3%.
Recommended Reads for Your Drive
Our Cars section offers a diverse range of book recommendations to keep you engaged during your travels. Whether you’re on a long road trip or just commuting to work, these titles are sure to make your journey more enjoyable.
Ford Ranger Super Duty Unveiling Slated for April 4th
The Super Duty moniker is exclusively used for Ford’s heavy-duty pickup truck lineup, which includes the formidable F-250 and F-350 models. These trucks are designed to surpass the standard F-150 and Ranger in both size and performance, offering a truly formidable presence on and off the road.
The Top 10 Best-Selling Car Brands in Vietnam for 2024
In 2024, the automotive landscape in Vietnam underwent significant changes, with a notable shift in sales figures and market share for various car brands.
Affordable Excellence: Ford’s Commitment to Cost-Effective Vehicles
The American automotive manufacturer is reintroducing affordable variants of its existing models to cater to a wider audience.
Win Over 200 Million VND in Prizes When You Purchase a Ford This March 2025
In March 2025, Ford Vietnam and its nationwide dealer network launched two simultaneous promotional programs offering significant benefits to car buyers.
The Ford Boss Thinks the Toyota Land Cruiser Prado Isn’t as Practical as the Everest
Ford’s Marketing Director has recently made a bold claim: the Everest surpasses the Toyota Land Cruiser Prado. While the Prado has its merits, it falls short in several key areas.
