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Model strategy of Ford

It will no longer come as a surprise to you: the Ford Fiesta and Ford Focus are going out of production. Both models no longer fit into Ford’s model strategy. With a changing market with a shift to crossovers and SUVs, demand for traditional hatchbacks like the Fiesta and Focus is decreasing. You can see the same with Ford’s sales figures. Demand for the Fiesta is declining and the Puma is only gaining ground. The electric Explorer should even take over the role of the Focus. In other words, the Explorer EV should become Ford’s volume model.

Goodbye Fiesta and Focus

The Ford Fiesta – and thus the Fiesta ST hot hatchback – is already waving goodbye in June 2023. The plant where the Ford Fiesta rolls off the assembly line will be converted into the production site of the new electric Ford Explorer from then on. Production of the Ford Focus stops past sometime in 2025, so it can last a while. The same goes for the 280-hp Focus ST, which is expected to remain in production for some time.

Focus ST, Fiesta ST, Puma ST

After the disappearance of the Focus ST and Fiesta ST, what is left of ST? Only one model: the Ford Puma ST. It then comes in two flavors: as a Puma ST with 200-hp 1.5 EcoBoost combined with a six-speed manual transmission or as a Ford Puma ST Powershift automatic, with 1.0-liter EcoBoost and 170 hp. In 2024, Ford will present another Puma Electric. That one also gets slightly different styling. The current gasoline-powered Puma will continue to exist alongside this electric variant, but presumably will receive a slight refresh. So the arrival of the Puma Electric does not immediately mean the end of the Puma with internal combustion engines.

Future Ford ST

But that leaves the question: how is Ford Performance shaping ST’s future? Starting in 2026, every new Ford will have a plug. A plug means PHEV or battery-electric. Will Ford come up with ST products with a plug, then? The manufacturer is making no comment on that at this time. Still, the demise of ST does not seem obvious, as motorsports is highly valued at Ford. In the near future, even more than ever.

Ford and motorsports

Based on the new Mustang, the brand is also coming out with a Ford Mustang Dark Horse, a performance version. With that car, Ford Performance has big ambitions. Because the car also appears in several international racing classes, such as the GT3, GT4, FIA GT and NASCAR. Even Le Mans is on the calendar. And not to be missed: Ford will be active in Formula One as a technical partner starting in 2026. The American automaker is entering into a long-term, strategic and technical partnership with Red Bull Powertrains. A brand where motorsport is so important cannot help but also continue to develop performance models for the street. Otherwise, the translation from the track to the street is completely lost.

Thoroughbred ripping iron

A new five-door B-segment hatchback is not in the offing. The Fiesta ST is definitely a thing of the past. Replacement for the Focus is not coming. In fact, it has already been presented in the form of the Explorer EV. That leaves, for now, the Puma ST, a car that, by the way, gives the driver what he wants in the B-segment. Because the Puma ST, like the Fiesta ST and Focus ST, is also a thoroughbred racer, but in this case on higher legs.

Performance models from Ford

And after that? There is no doubt that Ford Performance wants to do everything possible to keep the ST label alive. Ford continues to develop performance models anyway, especially considering how active Ford is in motorsports. Perhaps there will be a link to electrified models with an ST badge, or sportier ST versions of battery-electric cars will appear. At the moment, it is guessing, but a look into the crystal ball never hurts.

Interesting time for Ford Performance

So it will be an interesting time for Ford Performance. The RS label disappeared before, but ST and Shelby are two more labels that are particularly valuable to Ford Performance. Just look at Ford’s ST-Line models. The looks, not the power, that’s how ST-Line can be summed up. ST-Line is the most popular trim level of all Ford models. So ST is very much alive.

Ford Performance products

By the way, ST, RS and Shelby are true Ford Performance products. The GT label on the Mustang Mach-e GT officially does not. That one may be seen as a “regular” variant with fat engine. Only when the label “Shelby” is attached to the Mustang Mach-e may one speak of Ford Performance. Oh well, the automotive world is completely upside down anyway, so who knows what the future holds. At least the match between motorsports and Ford will continue to exist in the future.

Strategy changes

What is notable, however, is that Ford has been making several strategy changes lately. Not just by announcing the end of the Fiesta and Focus. You especially notice that Ford is starting to link its models more to its American roots, not only in design but also in naming. Think of the Explorer, Mustang or Bronco. Ford is doing this in response to extensive customer research.

“From our side, the main curiosity is how Ford gives the Sports Technologies label a future, if the brand intends to do so at all.”

Research

What did that research reveal? People generally have a good image of Ford: reliable, good value for money, solid, but emotion was a bit lacking. That’s where the brand is going to add more charge in the near future. To do this, Ford uses the Adventure Spirit philosophy. Anyone who sees a Ford driving in the future – be it a Mustang or Bronco – then other people should feel that that person is going to do something adventurous. Be that driving on a track with a Mustang or just off-roading with a Bronco.

Individual ‘hero nameplates’ under Ford’s umbrella

Ford tries to emphasize that adventurous edge throughout the lineup. The brand is trying to say goodbye to a big family face. Instead, Ford wants to move toward more individual “hero nameplates” under the Ford umbrella. Mustang is a clear label, as are Bronco and Explorer. The same applies to the Puma. All Ford models will have their own face. In this way, Ford attempts to make the models more distinct. In what way the label ST will have a meaningful role in this sense is not known at this time.

The future of Ford

What we can report is that Ford is coming out with several new models. Another model will be on Volkswagen’s MEB vehicle architecture. That will be a slightly larger crossover compared to the Explorer. A somewhat taller SUV. A passenger car version based on the new generation Courier, a more boxy family car, will also follow. The Puma Electric is also in the pipeline. Are you counting? Mustang Mach-e, Explorer, Puma Electric and an even larger EV-SUV. In short: plenty coming to Ford. From our side, there is particular curiosity about how Ford gives the Sports Technologies label a future, if the brand plans to do so at all. Let’s hope so.