Ford CEO Jim Farley Explains Why The Focus And Fiesta Was Discontinued

CEO Jim Farley openly admitted this in an interview with the Argentinian daily La Nación. In that interview, Farley explained, without the usual corporate language, why models like the Fiesta and Focus have disappeared from the lineup and why Ford no longer wants to present itself as a manufacturer that offers everything from basic city cars to large pickups.

According to Farley, the idea of ​​Ford being “a manufacturer for everyone” carried an almost symbolic, historical weight. The ambition was clear—to follow the spirit of the Model T and offer widely available cars. However, the reality of the global market proved to be inexorable. Production costs were simply not competitive with Japanese and Korean manufacturers, who have been honing efficiency in that segment for decades.

“It wasn’t a mistake to try, but it was a mistake to persist,” Farley said, acknowledging that Ford didn’t have the cost advantage needed to compete in the lower-priced class over the long term. The result was clear: a restructuring of the offer and a focus on what makes Ford stronger but also more profitable.

In recent years, this can be seen very concretely. The Fusion, Taurus, and Edge, and recently the Escape, disappeared from the American market, while the European offer was significantly reduced after the cancellation of the Fiesta, Focus, and Mondeo. Global sales fell significantly compared to the period between 2013 and 2017, when Ford annually delivered more than 6.3 million vehicles. Today, that figure has stabilized at between 4.2 and 4.4 million copies.

However, lower sales do not mean lower results. On the contrary, Ford is now making money on vehicles that play on the brand’s emotions, identity, and heritage. The Mustang, the Bronco, which is coming to Europe, and the various Raptor versions of the pickups are not intended as rational choices but as products that evoke desire, passion, and loyalty. This is precisely where Farley sees the future of the brand.

Instead of competing with the Toyota Corolla and similar mass models, Ford today prefers to position itself as a manufacturer of more profitable vehicles, even at the cost of a smaller market share. It’s a risky but conscious decision and a clear sign that the “car for everyone” era is definitely coming to an end for Ford.

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