Why did Ford get rid of Fusion?
Ford Motor Company announced in 2019 that it would be discontinuing its popular Fusion midsize sedan in North America by 2020. This decision was part of Ford's broader strategy to shift its focus towards more profitable SUVs, crossovers, and trucks, while phasing out traditional passenger cars from its lineup.
Declining Sedan Sales
The primary reason behind Ford's decision to discontinue the Fusion was the declining demand for sedans in the United States. Consumers have been increasingly gravitating towards larger, more versatile vehicles like SUVs and pickup trucks, leading to a significant drop in sedan sales across the industry. According to industry data, sedan sales in the U.S. fell by over 30% between 2012 and 2018, while SUV and crossover sales grew by more than 20% during the same period.
The Fusion, which had been one of Ford's best-selling models for years, was not immune to this trend. Sales of the Fusion declined by nearly 50% between 2014 and 2018, making it increasingly difficult for Ford to justify the investment required to keep the model competitive in the market.
Shift Towards Trucks and SUVs
In addition to the declining sedan market, Ford's decision to discontinue the Fusion was also driven by its strategic shift towards more profitable and in-demand vehicle segments. The company has been investing heavily in the development and production of SUVs, crossovers, and pickup trucks, which have become the backbone of its product lineup and a significant source of revenue.
Ford's decision to focus on these larger, more versatile vehicles aligns with the broader industry trend and consumer preferences. The company believes that by allocating more resources towards these segments, it can better meet the evolving needs of its customers and maintain a competitive edge in the market.
Conclusion
The discontinuation of the Ford Fusion was a strategic decision driven by the declining demand for sedans in the U.S. market and Ford's shift towards more profitable and in-demand vehicle segments, such as SUVs, crossovers, and pickup trucks. While the Fusion was a popular and well-regarded model, the company's focus on adapting to changing consumer preferences and market dynamics ultimately led to its demise in North America.
