Ford is taking $7 billion from what it spends on cars and refocusing that capital on SUVs and trucks. That makes sense, especially in the United States, where people have been turning away from cars in favor of higher-riding vehicles. But it sounds as though North America’s share of that new investment will be a little more exciting than simply adding more car-based crossovers and calling them SUVs, especially for those who enjoy a good two-track.
Jim Farley, Ford’s president of global markets, said that the automaker will play to its regional strengths as part of its future-product strategy. In North America, that means developing more nameplates in what he called the “authentic, off-road capable” category. “It’s really credible for Ford and a real opportunity for us to grow even faster,” Farley said. In press materials, the automaker noted that the redeployed capital will also go toward the new Ranger pickup (Ranger Raptor spy photo shown above) and EcoSport compact crossover for North America, as well as for the all-new Bronco globally. The Ranger will make its North American re-debut for the 2019 model year, and the Bronco will follow in 2020.
In the car segment, Farley said Ford is repositioning products in some markets toward lower-volume, higher-revenue sub-segments. As an example, he pointed to the Focus, which will have all its production shifted to China but will still be sold in the United States. The Focus and Fie...