The Ford Motor Company abandoned the car segment almost completely when it canceled four Ford models and one Lincoln product. All that is left today is the Mustang, a legacy model with sales below 50,000 units per year.
In the late 2010s, Ford began scaling back on car models, axing the flagship Taurus sedan, the midsize Fusion, the compact Focus, and the semi compact Fiesta. The Lincoln MKZ, the last sedan from Ford’s premium marque, was also canceled. No more Town Car. No Continental. And no Mark Series. These models once defined Lincoln.
Today, the Lincoln moniker comprises four utility vehicles. The Ford brand offers a bit more diversity, offering customers the Mustang along with utility vehicles, pickup trucks, and a van.
But cars are the missing ingredient, one that domestic rivals such as GM and Stellantis still produce, but also in limited quantities.
Car Revival?
Ford, though, may be rethinking cars, at least that is what the company’s President and CEO, Jim Farley, told Automotive News at the 2026 Detroit Auto Show this month. When asked about reintroducing cars, Farley said: “never say never.” But he also says that the company lost billions of dollars by producing unprofitable sedans.
Why would Ford consider reentering the sedan market? For one, the company does not have affordable vehicles. The nearest “deal” offered is the Ford Maverick, a compact pickup truck. But that vehicle starts around $30,000 and goes much higher. Further, with the average new vehicle transaction averaging about $50,000, the market is ripe for lower cost models.
The Competition
Another reason is that its top foreign competitors are still offering affordable cars and are doing quite well. The midsize Toyota Camry sees sales of more than 300,000 units annually and this taking place as the sedan is now a hybrid only. Toyota also offers the popular compact Corolla sedan and hatchback. Together, the Camry-Corolla duo brings in more than a half-million customers who likely include some potential Ford, GM, and Stellantis shoppers.
Sedans are more attainable for consumers and, if Ford developed a compact Focus, it could sell one for less than $25,000. But the problem for Ford is that they have not been able to build cars without losing money, something Toyota, Honda (Accord, Civic), Hyundai (Elantra, Sonata), Kia (K4, K5), and others have figured out. The Mexican market remains a logical place to build, although the Trump Administration may scuttle the US-Canada-Mexico trade agreement, casting doubt on that option.
Lost Opportunity
Why should Ford build cheaper vehicles? Because first-time new vehicle owners cannot afford $600 per month auto loan payments. Also, when a shopper gets his/her first car, they are more likely to stay with the brand, particularly if they have a satisfying buying experience.
Right now, Ford does not give customers that opportunity. Its competitors do, which means the loss of customers who might purchase eight to 10 new vehicles over their lifetime looms large.
As for Ford’s domestic competitors, Dodge produces two- and four-door versions of the Charger. Chevrolet has the Corvette, while Cadillac offers a pair of sedans. But none of these models target first-time car buyers, just like Ford.
References
Bunkley, N. (2026, January 18). An auto show: Affordability. Automotive News.
Foote, B. (2024, June 12). Ford CEO Jim Farley says company lost billions on sedans. Ford Authority.
Eisenstein, P. A. (2018, April 26). Ford to stop making all passenger cars except the Mustang. NBC News.
