AFSCME 3357-HOF'S BLOG

Ford "Cuts and Runs" Again
The Focus Wagon Gets the Axe

Ford continues to reinforce its image as the "Sir Robin" of the auto Industry. Ford just announced that it will be discontinuing the Focus station wagon in December, not even waiting until the end of the model year. Although the Focus wagon only accounted for about 9% of Focus sales, the buyers of the wagon may not have considered any competitors, becaus the Focus wagon is in a segment of the market where most of the competitors have left. Rember the Saturn SLW? The Corolla Wagon? The Jetta Wagon? All of the rest of the "current" crop of small wagons are seriously hampered by their wannabe suv pretentions. Even with its outdated engineering, the current Focus wagon delivers better room, performance, drivability and fuel economy than the Dodge Caliber for significantly less money. I put together a chart on Edmunds.com comparing several small wagons. None have the cargo room & utility of the Focus. None match the Focus's 27/37 fuel economy ratings.

Getting back to the topic of Ford's "cut & run" mentality. Here are vehicles that Ford cut out rather than redesigning:

Freestar
Continental
Villager
Taurus/Sable
Ranger (soon)
LS
Thunderbird
Focus Wagon

Instead of cutting the Focus Wagon, Ford should engage in a target marketing campaign aimed at current owners of the Focus (and Escort) wagons. Let these people know that this could be their last chance to get a Focus Wagon, and many will dig deep to come up with some dough for a replacement. Ford probably has the computer power to also screen DMV registrations and target owners of competing small wagons as well. The entire project would cost less than one Taylor Hicks commercial.

You can't be on the "Way Forward" and retreat at the same time.