Asger Risom
After years of phasing out most of its hatchbacks and sedans, Ford says it is preparing a new wave of passenger cars.
After years of phasing out most of its hatchbacks and sedans, Ford says it is preparing a new wave of passenger cars.
Big Promises from Ford
Executive chairman William Clay Ford Jr. promises customers will be “pleasantly surprised” by what’s coming, suggesting a strategic shift away from the company’s trucks-and-SUVs-only approach.
Ford Admits Passenger Car Gap
Ford’s executive chairman acknowledges the company is “not as robust as we need to be” when it comes to regular cars.
Popular models like the Fiesta, Focus, and Fusion have been discontinued in recent years, leaving the Mustang as the brand’s only mainstream car in many markets.
New Models in the Pipeline
While details remain under wraps, Ford says it has a plan to reintroduce passenger cars. The upcoming models could help fill the gap left by the company’s retreat from sedans and hatchbacks.
Market Availability Still Unclear
Perhaps due to Trumps’ tariffs, it’s too early to say whether these future cars will be sold in North America.
In Europe, reports suggest dealers have already been briefed that new passenger vehicles are on the way.
Combustion Engines Likely in Europe
With Ford abandoning its goal to sell only electric vehicles in Europe by 2030, industry insiders expect the new cars to feature combustion engines. This move could help reverse disappointing sales of some recent EV launches.
Possible VW Collaboration
Ford could again share platforms and technology with Volkswagen, as it has done with EVs like the Explorer. VW’s sales chief has hinted at future joint projects, potentially covering both electric and petrol-powered cars.
Change in Strategy from ‘Iconic-Only’ Approach
Ford CEO Jim Farley previously said the company was “getting out of the boring-car business” to focus on high-margin trucks and SUVs.
The shift back to passenger cars marks a notable change in priorities.
Past Models Were Popular but Unprofitable
Models such as the Focus and Fiesta had loyal followings but were deemed unable to deliver the profit margins Ford wanted.
The new lineup will need to strike a better balance between customer demand and profitability.
Cars Are Making a Comeback
While Ford’s upcoming passenger cars remain shrouded in secrecy, the company’s public commitment signals a clear change in direction—and a chance to win back buyers who miss having more traditional options in the showroom.
