The Ford Focus has ceased production after 27 years while the American brand continues to redesign and electrify its European product range and adjust its production footprint.
As reported by AutocarThe end of the iconic nameplate was announced by Ford employees on social media and on German radio Saarland Radio when the last copy rolled off the production line.
The death of the Focus – which had been built primarily at Ford’s factory in Saarlouis, Germany since production of the fourth and final model generation began in 2018 – was confirmed in 2022 when Ford announced it would lean on its American heritage and focus on higher-margin SUV offerings in Europe.
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Three years later, production of the Focus stopped and the Saarlouis plant no longer produces cars. That leaves the factory’s future uncertain as Ford moves production of next-generation vehicles to Valencia, Spain, and no buyer has been identified.
Ford’s European SUV transition is already underway. The popular Fiesta was discontinued in 2023, forcing buyers to upgrade to a more expensive Puma (or switch to a different brand).
The popular Kuga, which is sold less successfully here than the Escape, will be joined in 2024 by the electric Explorer and its controversial Capri sibling. Both are built in Cologne, Germany and are based on Volkswagen’s MEB electric vehicle (EV) platform, but neither has proven to be a strong seller.
Ford also sells the larger Mustang Mach-E in Europe and is reportedly planning a new midsize SUV to fill the void left by the Focus.
This is due to come onto the market in 2027, will reportedly be sold alongside the Kuga and will offer both hybrid and electric powertrains. However, it is unclear whether it will carry the Focus nameplate.
Aside from the Mustang Mach-E, none of these cars have been confirmed for Australia – local plans for Puma Gen-E have been scrapped in 2024.
With both the Fiesta and Focus hatchbacks discontinued, Ford is now missing two of its most significant European hallmarks. Autocar reports that in just 10 years, Ford has fallen from Europe’s second-largest brand to twelfth, losing almost half of its market share.
The Blue Oval reportedly still intends to occupy Europe’s top spots, with a refreshed, SUV-focused lineup at the top and more established models like the Kuga to continue to be offered as multiple powertrain options.
Ford is also reportedly considering reintroducing mass-market passenger cars in Europe.
Since its launch in 1998, more than 12 million Ford Focus models have been sold worldwide. This included almost 206,000 sales in Australia, which began when the Focus hit local shores in 2002, replacing the Mazda 323-based Laser.
Sales of the Focus in Australia peaked in 2013 with 19,180 deliveries, but its popularity quickly declined, falling to 7,112 sales in 2015 and eventually disappearing with just 39 sales in 2023, a year after it was discontinued locally alongside the Fiesta ST.
When the Focus was withdrawn from sale locally, it was only available in Performance ST trim, with cheaper variants gradually being phased out in previous years.
Ford’s Australian offering is now dominated by commercial vehicles. Its (and Australia’s) best-selling model is the Ranger ute, and it also offers the Transit and Transit Custom vans, the only two SUVs Everest and Mach-E, and the Mustang coupe.
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