There's no question Ford is going to be a smaller company by marketshare, but they've had to take this route before to get back to profitability. It's not about making profit on a full-line, it's about investing in the future of the full-line. Ford is just getting to it first, I guarantee you the rest will follow one way or another.
And with the new segments and replacements, I don't think it's going to be a dramatic contraction. The biggest hit to their sales will probably happen later this year or early next year with Focus going away without anything new to offset the loss besides the lackluster EcoSport. By the time Fusion goes away we will have new products to help out. F-Series will also likely get hit by the new GM and RAM trucks arrive which MIGHT cause them the biggest grief.
So not only is Ford reducing in market share, Lincoln will become even more of a niche market brand. MKZ, Continental, MKT are all gone. Just big SUVs for a luxury brand marketed to an older consumer.
This is just goofy. Normally an automaker would build a better product in the segment that attracts more sales, and work their way back to profitability. But Ford just QUIT! Gave up and ran the opposite direction toward big crossovers, SUVs and trucks.
It's like struggling in a trig class, and instead of studying more, using the tutor or asking for extra credit, Ford just dropped the difficult class and enrolled in a PE.
This is a very weak move on Ford's part, and shows that they can't step up their game and compete with the global competition in ALL segments, but instead retreats back into what's safe.
This is a BIG opportunity for the consumer and luxury competition to take that market share Ford is giving up, where today cars make up over 50% of the consumer auto market.