Models come and go all the time, but very rarely do high volume sellers get cut from automotive brands’ lineups, and yet that’s exactly what’s happened to the Ford Fusion. In response to increasing consumer demand for crossovers, Ford became the first manufacturer to make the bold move to primarily sell SUV’s, getting rid of the Fiesta, Focus, Fusion, and Taurus which is already having a ripple effect across an industry that appears to be transitioning away from the traditional family sedan. GM announced they’d be making a similar move, getting rid of the Chevy Impala and Cadillac CT6, but sales for those two cars pale in comparison to what the Fusion had brought to the Ford Motor Company over the last 15 years.
When the Fusion was first introduced, it was essentially going to be the replacement for the Ford Taurus, which at the time received some criticism from journalists. They felt that replacing an iconic car with something brand new would be received poorly by consumers, but as history has shown us, not only did the Fusion fill in perfectly for the Taurus, it became a strong competitor to the Honda Accord and Toyota Camry the minute it arrived at dealerships. Back in 2018, Ford dealers across the country weren’t happy with this announcement that the company would cease production of the Fusion, and while crossovers and pickup trucks will be more lucrative in the near and distant future, concern over not having a sedan in the lineup is certainly warranted.
The 2nd generation Fusion that we’ve been accustomed to seeing on the roads over the last 6 years was a part of Ford’s global car strategy called “One-Ford”. Designed by Ford’s Europe division, the Fusion, along with the Fiesta and Focus arrived at showrooms around 2013, and these models would also be sold to other global markets. Seeing immediate success, the Fusion’s European styling along with it’s award winning hybrid model made this sedan a hot seller, and in 2013 and 2014, sales exceeded 300,000 cars in the US.
In the years leading up to a sharp decline in sales in 2018, the Fusion drew in many Americans due to it’s affordability, practicality, styling, and for some, it’s understated performance. Not common on the roads, the Fusion Sport gets a 2.7L EcoBoost V6 that puts out 325 hp and 380 lb ft of torque. Surprisingly it was faster than most mid-size sedans in it’s class, but with very little coverage from the automotive press and most consumers choosing the 1.5 and 2L four cylinder engines, the Fusion’s eyebrow raising performance numbers just couldn’t muster enough attention from the general public. Instead, the Fusion’s good fuel economy and hybrid trim made this car very desirable for the average American, along with it’s price tag of under $30k.
We could sit down and write a list of factors that have attributed to the demise of a sedan that many Americans welcomed with open arms when it arrived at dealers. One issue being the very old and warn out exterior that Ford didn’t update in the 6 years of the current generation being on sale. While initially sales skyrocketed in 2013 for the fusion, Toyota and Honda continued to change the design of their cars, and despite bold styling receiving mixed reviews by consumers, the Japanese rivals still see healthy sales numbers in a segment that’s experiencing a gradual decline in interest.
The interior is another aspect of the Fusion that no doubt played a role in slowing sales, but this is a sentiment many consumers had with the entire Ford lineup, and as we inch closer to a new decade, the brand out of Dearborn Michigan is back on track with refreshes for the Escape and Explorer. But could the interior facelifts that now appear in the crossovers have saved this sedan? Absolutely not, and there’s a few reasons why.
The most obvious is consumers aren’t buying family sedans at the rate they were in 2010. Even taking the safety aspect and versatility out of the equation for a minute, competition from Toyota and Honda arguably pushed Ford out of the segment entirely. Depending on your perspective, some of you might say that was due to Ford not refreshing the Fusion and other models every three years, or you feel that competitors from Japan were manufacturing better cars.
No matter what the circumstances were for this business decision, Ford is eager to turn the page and begin a new era starting in 2022. This will include the Ford Bronco, an electric crossover inspired by the Mustang, a compact pickup truck that will slot below the Ranger, and now the brand is talking about a new affordable vehicle that will replace the Fiesta, Focus and Fusion. Ford is being very vague about this affordable alternative, giving us no hints at whether it’s a crossover or a compact car. However, the brand has recently boasted that their new global platforms give Ford flexibility when it comes to creating and manufacturing all new vehicles.
The Michigan based brand may have been bold moving in the crossover and pickup direction, but there’s enough information out there to indicate that they have backup plans to quickly reverse course if the economy or consumer demand changes drastically.
At the end of the day, the Fusion getting cut from the lineup makes sense from a business perspective, but some consumers feel that the brand is losing the aspect of affordability with the Fiesta, Focus, and family cars no longer being in production. Unlike with most automotive news, Ford’s current state of affairs is a fluid situation. For the brand to now speak about an affordable vehicle of some kind by 2022 does seem to be a slight tweak in terms of overall trajectory for the brand.
It might be the end of an era, one that started with the Ford Taurus replacing the LTD in 1986, but this is by no means the official end of cars rolling off the assembly lines.
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