25 Mar 2021
Posted in Automotive
Axe for Ford Mondeo reflects changed market and product development priorities, says GlobalData
Following the news that Ford is to phase out Mondeo model production – with no direct replacement planned – at its Valencia plant in early 2022;
David Leggett, Automotive Analyst at GlobalData, a leading data and analytics company, offers his view:
“Ford’s decision to end sale of its Mondeo model with no direct replacement reflects both changes in the make-up of the European passenger car market and Ford’s current new product development priorities.
“The upper-medium D-Segment of the European car market – once a mainstay segment for the big volume carmakers – has been severely squeezed in recent decades. Increasingly, consumers seeking a large family car have turned to SUVs or the products of the premium brands.
“For those able to recall the Ford Mondeo’s nameplate predecessors in Europe – the Ford Sierra and before that, the mighty Ford Cortina (or Taunus in Germany) – the announcement of Mondeo’s final demise may well be tinged with a little sadness.
“However, the decision makes sense for Ford in Europe from a product development perspective. Ford is investing heavily in electrification and sees SUVs and crossovers such as the Kuga – especially in its plug-in hybrid format – as occupying sales once taken by cars such as the Mondeo. It would make little sense to invest considerable funds in a new generation Mondeo in its much-diminished market segment when there are other priorities.”