Six months later, Hackett and his team have all but thrown in the towel when it comes to building cars and sedans, announcing in April that the company was going to stop making almost all of its car lines to focus on its popular SUVs and pickups. The Mustang was spared.
For Ford, moving away from cars is smart.
“The pressure on car sales is here to stay. That’s because crossover utility vehicles have become more popular,” said Jamie Albertine, auto analyst with Consumer Edge Research. “Ford is putting money behind models that are more profitable and where the company has market share strength.”
Ford’s also not afraid to cut its losses on some of the company’s least interesting cars.
The Lincoln Town Car — commonly referred to as Your Grandfather’s Town Car — was discontinued in 2011. It’s also phasing out production of the Taurus, Focus, Fiesta and Fusion sedan, which Bloomberg included in a 2015 article: “The Brutal Battle of the World’s Most Boring Cars.”
Most of Ford’s cars are considered decent, but not memorable — unlike the Mustang, analysts say.
Ivan Drury, auto analyst at Edmund’s.com, said the Mustang is “so good. Any variation of it is strong,” but the rest of the company’s sedans are just “adequate.”
“They’ve tried to make their sedans sexy over the years, but it’s never resonated with buyers,” he said.
Ford’s been struggling in the meantime. Its shares are down more than 19 percent so far this year and its second-quarter profits plunged by almost 50 percent from the year before, the company said when it reported earnings last week. Executives lowered their 2018 earnings projections, due to rising commodities costs and waning demand for its sedans overseas.
Ford is looking to the Bullitt Mustang, which will be sold in limited numbers, to restore luster to a brand and company struggling to redefine itself.
“It reminds people of the heritage of the company,” said Phelan. “It reminds people Ford is not just making SUVs, they are building cars you can get excited about.”
CNBC producer Meghan Reeder contributed to this article.
Questions? Comments? BehindTheWheel@cnbc.com.