Re: Why Fordís U.S. Sales Slumped in the Second Quarter
Clearly Ford has work to do, but I think many are like me awaiting new products. I turned in my lease months ago, driving my daughters hand me down older Fusion, lol, as I await which direction to go with either the new Bronco or mini, both of which are exciting and fresh for Ford. Escape and Explorer are a similar story for others I bet, who are tired of the old vehicles, waiting for fresh. I reckon volumes will go down for both Escape and Explorer with the Bronco/ mini available. But volumes mean squat - by themselves. Margin and profit is the goal. Ford only cares about volumes on key products, as bragging rights. F series for example.
If you think about the billions saved by not investing in low margin all new sedan platforms for NA, you quickly realize that allows more capital to be spent of all these high margin products to make them even more competitive, as they ride out the direction and speed of BEV. I also hope they bring the Puma style to the EcoSport intact, and give the tired old Edge the same sort of look. When complete, I see little downside in Ford's plan.
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