Ford CEO Jim Farley indicated the company may re-enter the sedan market. This represents a significant shift from Ford's truck and SUV-focused strategy in North America.
Speaking to Automotive News, Farley acknowledged the sedan market is "very vibrant." He stated Ford's previous exit resulted from an inability to compete profitably, not a lack of demand.
The potential pivot occurs amid rising average new vehicle transaction prices. These prices create affordability challenges for consumers.
Farley suggests Ford is exploring ways to offer more affordable options. Reviving sedans could be key if a profitable model is developed.
The move would reverse Ford's prior discontinuation of North American models. These discontinued sedans include the Fusion, Focus, and Taurus.