Ford Admits Its Regular Car Segment Needs a Boost
Remember when Ford sold a full range of regular cars? Technically, it still does—but the Mustang is a niche product, and the pictured Taurus is limited to just a few markets. That could soon change. William Clay “Bill” Ford Jr., great-grandson of founder Henry Ford and executive chairman since 2006, says the company plans to launch new models that aren’t trucks, SUVs, or vans.
Speaking to Autocar, Bill Ford admitted the lineup is lacking after dropping the Ka, Fiesta, Focus, Fusion, and more: “On the passenger car side, we realize we’re not as robust as we need to be… But I think you’ll be surprised—pleasantly surprised—by what’s coming.”
Whether any of these models reach North America is uncertain. A rumored “Mach 4” four-door Mustang never materialized, but in Europe, dealers have reportedly been told new cars are on the way. With Ford delaying its plan to go all-electric in Europe by 2030, these upcoming models may stick with combustion engines—a sensible move given slow EV sales for the Explorer and Capri.
Further collaboration with Volkswagen is also possible, according to VW sales chief Martin Sanders, who hinted at sharing platforms again. That could mean either more MEB-based EVs or MQB-based gas models.
This shift marks a departure from CEO Jim Farley’s 2024 stance that Ford was “getting out of the boring-car business” in favor of “iconic vehicles.” At the time, the axed cars were still loved by many, but didn’t earn enough profit compared to trucks and commercial vehicles. For the next wave, Ford is betting the numbers will finally add up—because passenger cars are making a comeback.
