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• Ford South Africa no longer sells the Focus and Focus ST in the country.
• The Blue Oval's local arm has shifted its focus to bakkies and SUVs.
• Wheels24 reader Ian Nicholl believes that Ford should reconsider this decision.
• For more motoring stories, go to Wheels24
In late May 2021, Wheels24 published a piece on the Ford Focus ST. Wheels24 writer Robin Classen questioned why the automaker is not bringing this hatchback to market anymore, but levels it out by saying that the rising popularity of SUVs and bakkies are the main reasons for the Focus ST's absence in the market.
Wheels24 reader Ian Nicholl responded to Classen's piece and questions Ford's logic to not have this car available to local buyers.
READ: OPINION | If Ford brought the 205kW Focus ST to SA, VW's Golf GTI wouldn't stand a chance
Nicholl wrote: "I find it rather strange that Ford SA has chosen the path it is going down, counting on the EcoSport, Ranger and Everest to bring in the numbers. Ford SA is losing ground on the sales every month, and in April 2021 it sold fewer vehicles than Hyundai - if memory serves me right.
"How can a manufacturer rely on one model for sales? That’s just too much of an ask, even for the Ranger.
- Ecosport is losing ground in the compact segment with all the models coming in.
- Everest is not selling as well as the Toyota Fortuner.
- Fiesta rarely features in the top 10. Kuga is not even on sale anymore, despite a new model being on sale abroad.
- Figo may be their only hope after the Ranger.
"Wake up, Ford SA, or you will no longer be the Blue Oval you used to be."
Do you agree with Nicholl that Ford SA should have a greater product portfolio? Email us your thoughts or use the comment section below.
Harsh, but true
Sadly, the markets and sales trajectories have forced many an automaker, including Ford, to adjust their product portfolios. In each country where an automaker does duty, the local arm has to continuously assess and gauge that market and make a call as to which vehicle will do well and which will not. This is why the Fiesta ST, Focus ST, and standard Focus models have been discontinued from the South African market.
Regarding the two ST models, the fuel available to motorists in SA is not as clean as our European counterparts', for example, which would have made it difficult for Ford SA to bring these cars to market. In addition, performance cars are just not selling in the droves like they used to. While it would have been perfect having the Focus ST as an alternative to the formidable Volkswagen Golf GTI, it would not have made business sense for the Blue Oval locally.
Hyundai's i30N and the Renault Megane RS300 Trophy are sold in limited numbers (only seven Trophies came to SA), which indicates why Ford could not continue with the Focus ST. And in terms of the Focus range, sales have been dwindling the last few years, which forced Ford's hand to stop this model's importation.
It's a harsh reality that does not fall too kindly on the ear, but bakkies and SUVs are Ford South Africa's best bet. And with the advent of electric mobility upon the South African market, expect the local landscape to change even more in the coming years.
