The Ford Motor Co. just ended its nationwide, or Tier 1, marketing for its sedans, including the Fiesta, Focus, Fusion and Taurus, Ad Age reports. It is also dialing back on regional spending in some markets.
The moves come as Ford plans to wind down sales of all sedans in North America and transition to a lineup consisting largely of SUVs and crossovers. The company has already stopped building the North American version of the Focus and will cease production of the Fiesta and Taurus by the middle of next year, with the Fusion to remain in showrooms for at least the next two years, the report notes.
“Mark LaNeve, Ford’s VP of U.S. marketing, sales and service, said the automaker plans to redeploy that money on vehicles such as the Mustang, EcoSport and a slew of next-generation utilities coming by the end of the decade,” Ad Age reports.
LaNeve is quoted saying this week: “It allows us to focus our resources. If we can take that money from sedans, where we have a middle-of-the-road position, to be the leading brand in SUVs, that’d be a really good position.”