Ford doubled-down on trucks and SUVs. Now it's realizing smaller might be better.
If you've been interested in a smaller vehicle from the Ford Motor Company—say, a Focus or a Fiesta or a Fusion, something like that—you've unfortunately been out of luck for years now. Back in 2018, when gas was extra cheap, interest rates were low and no high-tech Chinese automakers were posting up in Mexico and waiting to pounce, Ford made a certain strategic decision to maximize profits.
Hackett's 2018 decision to kill smaller cars to focus on trucks and SUVs—which aren't much more expensive to make than small cars but can be sold for higher profits—was described at the time by CNBC as 'bowing to short-term shareholder pressures.' Even if Ford conceded it was basically giving up the small market to the Asian manufacturers, the thinking was it would be fine, because it sold so many $60,000 F-150s and Expeditions.
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