Does Fordís 2020 Escape strategy make sense?
Does Ford have a grand strategy, or is this as haphazard as it seems?
Apr 4th 2019
If you're like us, the last couple of years for Ford has had our heads spinning. Cars are dead, but a crossover-ized Focus Active is coming. Wait, that's dead too, after being announced. And then a little while later, the 2020 Escape shows up looking like a marginally inflated European Focus, which it essentially is. Meanwhile, Ford's small Bronco crossover will occupy some of the space between EcoSport and Escape. How will that affect 2020 Ford Escape sales, anyways?
A lack of Focus?
Much has been said about Ford's decision to kill its car nameplates, most importantly the Fusion, Focus and Fiesta lines. Ford says folks aren't buying them, so staying profitable means killing the car lines other than Mustang. However, for a brief time, the Focus Active was slated for America. Then Ford killed the lightly-crossoverized Focus Active, too, blaming tariffs imposed by the Trump administration. After all, the Focus Active was due to be produced in and imported from China.
Dealers were not pleased by any of these moves. Many publicly question Ford's strategic decision, even while acknowledging the cars' diminished appeal in the current marketplace. Some were frustrated that nameplates with consumer recognition would be scrapped. Others lamented the loss of affordable options Ė basic sedans and hatchbacks are almost always cheaper than related crossovers. The whiplash over the Focus Active stung even more in this regard.
CONTINUE AT LINK ABOVE