“Ford Focus Officially Discontinued, Replaced by New SUV: ‘Decent Sales, but Every Unit Sold Was a Loss'”

Ford Focus Discontinued

The European automotive market has been subdued following the confirmation that the Ford Focus has officially ceased production. According to Volker Eis, Ford Europe’s corporate communications representative, the final Focus rolled off the assembly line on November 14th—a white, five-door hatchback. Thus, after nearly three decades on the market, the Focus has bid its final farewell.

Ford’s overall European landscape has been less than rosy lately. The company has bid farewell to iconic models like the Fiesta (discontinued in 2023), Mondeo (discontinued the previous year), and Ka (ended in 2020). This decision leaves Ford’s European lineup consisting solely of SUVs and commercial vehicles, with no traditional passenger cars remaining.

This strategic shift has sparked debate among industry experts and customers alike. Despite models like the Focus, Fiesta, and Mondeo maintaining decent sales figures, Ford CEO Jim Farley stated that the profit margins from these vehicles were insufficient for continued development.

In an interview with CAR Magazine over a year ago, Farley explained that the company must prioritize capital for vehicles with higher profit margins, particularly commercial vehicles. He emphasized, “We’re exiting the boring car segment to focus on iconic vehicles.”

Ford’s Sales Decline

However, the consequences of eliminating traditional car lines have quickly manifested in Ford’s shrinking European market share. According to the European Automobile Manufacturers Association (ACEA), Ford’s market share in the region dropped from 7.2% at the end of 2025 to just 3.3% by September 2025. This alarming decline has led many experts to predict that Ford’s market share will continue to shrink in 2026—the first year without any small passenger cars in its lineup.

The European market still shows strong demand for traditional vehicles. A Dataforce report revealed that the top three best-selling cars in Europe over the first ten months were the Dacia Sandero, Volkswagen Golf, and Renault Clio. Additionally, models like the Peugeot 208, Skoda Octavia, and Toyota Yaris also featured in the top 10. These figures demonstrate that European consumers remain highly interested in compact hatchbacks and sedans, despite the rising popularity of SUVs.

Meanwhile, major players like Volkswagen, Renault, and Stellantis continue to thrive by offering diverse product portfolios, including a wide range of passenger cars. This raises significant questions about Ford’s future as it increasingly bets on SUVs, crossovers, and commercial vehicles.

Ford Focus Replaced by SUV?

However, some new signals have emerged. According to the German business daily Automobilwoche, Ford’s European dealers have been informed that entirely new models are in the planning stages. The first product is likely to be a Focus-sized crossover rather than a traditional hatchback or sedan. It remains unclear how this model will be positioned relative to the Kuga (known as the Escape in the U.S.), but it’s evident that Ford is gradually moving away from the traditional passenger car market.

Aside from the iconic Mustang and the midsize Mondeo/Taurus sedan still available in select smaller markets, Ford’s presence in these segments cannot compensate for the void left by the Focus, Fiesta, and Mondeo in Europe—a market where consumers have a clear demand for small, efficient, and affordably priced vehicles.

Reflecting on the Ford Focus’s 27-year journey, it’s undeniable that this model has been an icon for generations of drivers worldwide. However, amid profit pressures and shifting consumer trends, the Focus has come to an end. Its departure marks the close of a long chapter for Ford in the traditional passenger car segment in Europe, leaving behind a legacy of nostalgia among fans and industry professionals alike.