Europe's Woes Put Ford Coupe Proposal on Hold


  • 2013 Ford Mustang Front

    2013 Ford Mustang Front

    A new Ford coupe positioned below the Ford Mustang has been put on hold due to Europe's economic problems. | November 16, 2012

Just the Facts:
  • Ford of Europe has developed a new coupe proposal, envisioning a car positioned beneath the Ford Mustang, but the project has been put on hold because of ongoing concerns about Europe and the global economy.
  • The need for a more glamorous model is increasingly being felt by Ford's European arm.
  • Insiders tell Edmunds that Ford President and CEO Alan Mulally rejected the coupe proposal, concluding that the market for specialty models is currently too uncertain for it to be viable.

LONDON — Ford of Europe has developed a new coupe proposal, envisioning a car positioned beneath the Ford Mustang, but the project has been put on hold because of ongoing concerns about Europe and the global economy.

The need for a more glamorous model is increasingly being felt by Ford's European arm.

Insiders tell Edmunds that Ford President and CEO Alan Mulally rejected the coupe proposal, concluding that the market for specialty models is currently too uncertain for it to be viable.

The design was developed from one of Ford's core global platforms, but it's not clear where the coupe sits in terms of size, price and performance.

Although the next Mustang has been developed for global sale, Ford of Europe believes that its sales potential here will be limited owing to its size, price and thirst. While coupes are risky models from the profitability perspective — overall volumes are low and they tend to have short lives — the need for a sexier halo car within a Ford range increasingly populated by MPVs and SUVs is growing.

A key strand of the Ford DNA is driving dynamics, and even though models like the Ford B-Max, C-Max and S-Max MPVs deliver this very successfully, the only models in the European range that are overtly sporty are the ST versions of the mainstream Focus and Fiesta.

Edmunds says: The confidence isn't yet there for another specialty coupe from Ford, especially with the constant drumbeat of negative economic news out of Europe.

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