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April 26, 2018

Ford’s strategy to improve product portfolio in North America

Ford is sharing more details on changes to its product portfolio.

Ford is sharing more details on changes to its product portfolio.

Changes were first announced in March, when Ford shared with employees, dealers and media that the company would overhaul its North America vehicle line-up by 2020.

The moves – it is claimed – will give Ford the industry’s youngest vehicle showroom lineup in North America – dropping from today’s 5.7-year average to just 3.3 years.

Ford says it is significantly expanding its North America utility lineup and exploring new “white space” vehicle silhouettes that combine the best attributes of utilities – like higher ride height and versatility – without the fuel efficiency penalty.

The company says it is playing to its strengths, launching more emotional products that strengthen the brand and improve the business.

“Ford continues to revolutionise the industry,” said Jim Farley, executive vice president and president, Global Markets. “We did it more than 50 years ago with Mustang and we’re continuing to do it today with new innovations and emotive vehicles. We’re changing the game for our customers.”

The company also announced that by 2020, almost 90% of our Ford portfolio in North America will be trucks, utilities and commercial vehicles – including their electrified versions.

Responding to demand from customers, Ford also is announcing it will not invest in the next generations of traditional Ford sedans for North America. This means that over the next few years, the Ford car portfolio for the region will transition to two vehicles – the best-selling Mustang and the all-new Focus Active crossover, coming next year.

“As customer demand evolves, we’re adding to our line-up with new nameplates and silhouettes,” said Farley, “We’re anticipating what customers will want and value tomorrow. We intend to grow in the US – Ford is playing to win.”

See also: Ford planning extra $11.5bn cost cuts

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