Ford Europe’s iconic nameplates are fading away one by one. The last Mondeo (aka Fusion in the US) was produced in April 2022, followed by the final Fiesta in July 2023. Later this year, the Focus will also be retired. In an email to Motor1, the company’s European Communications Manager, Finn Thomasen, announced that production of the Focus will end in November with no successor planned. Ford’s PR team stated that customers can still order a new Focus to their liking, but with production ceasing at the Saarlouis plant in Germany, orders will soon close, leaving only remaining inventory.
The discontinuation of the Focus marks the end of an era for Ford in Europe, as the model has played a significant role since its first-generation debuted in 1998. Taking over from the iconic Escort, the Focus had big shoes to fill, a nameplate with a long history at Ford. Ceasing production of the Focus means enthusiasts will lose one of the last hot hatchbacks sold with a manual transmission, the ST. Ford also offered a sporty version as a more practical car, complete with a diesel engine for those seeking low-end torque and better efficiency.
Ford’s decision to phase out the Focus showcases a shift towards more iconic vehicles, as stated by CEO Jim Farley. The company aims to move away from boring cars and transition into iconic vehicles. Although models like the Fiesta and Mondeo were beloved by many customers, Ford wasn’t generating enough profit to justify future investments. The focus now shifts to vehicles like the Bronco, Tremor, Raptor, and Mustang to secure profitability and establish Ford as the “Porsche of off-road.”
With the demise of the Focus, Ford will be left without a regular car lineup in Europe, a strategy that has been in place in the US for some time. While the Mustang remains, it’s a niche product that won’t move the needle significantly. Sales of the pony car in the US have been lackluster, and doubts exist regarding its success in Europe, given the high emissions tax and large engine penalties. Ford’s sales in Europe (including EFTA and the UK) dropped by 17% to 426,307 cars in 2024, its first year without the Fiesta.
The company’s market share decreased from 4% to just 3.3%, falling behind Kia and Hyundai, with each Korean brand reaching 4.1%. Ford started this year on a tough note, with sales falling by 3.9% compared to January 2023, resulting in a market share of only 3%. Despite the challenges, Ford still has models like the Puma and Kuga (Escape in the US) to offset the loss of conventional cars. The Puma is now sold as an electric vehicle, joining the Mustang Mach-E, Explorer based on VW ID4, and Capri based on ID5 as part of the company’s electric vehicle lineup in Europe.
While sales figures don’t tell the whole story, profit margins are crucial for business success. As someone who grew up around Ford and appreciated the first-gen Focus for its looks and driving dynamics, it’s sad to see the model slowly fade away. Farewell, Focus; you will be missed.
