I owe nothing to Ford having worked at (agency and subsidiaries) or for them for 25 years before being downsized with nothing to show. But I wish them no ill will and do believe they will be fine. Their current line up matches what the public wants very well. And as for an intro vehicle, that is exactly what the Maverick is, and was designed to be. I used to run the internal showroom at Ford where we did internal and external presentations, shows, dealer forums etc. When it was announced that ford was exiting most cars in North America, the dealers were not happy as they need a cheap (circa $20K in five years ago money) product to get people into the showroom. Brand loyalty is still a huge factor and the dealers have to have something in the line up to get young people through the door. I heard lots of stories from dealers about people who came into showrooms 20-30 years ago and bought a base stripper Festiva or Escort who now come back every 2-3 years for a new $100k Superduty. All their trucks are doing well, their SUV's are competent to great in class. They are selling every Mach E they can turn out. Mustang is doing very well and the Bronco/Bronco Sport are still turning heads on the street 12-18 months on. If the market makes a sudden change back to cars and small hatchbacks, there is still the Ka, Focus, Puma, Mondeo ready to bring back over with engines that are already sold in this country and everything else proven out. If America falls back in love with people movers there's the S-Max and Galaxy ready as well. They look to be hedged nicely on future products.
Now, the one thing that I think is missing from the current Ford line up is that for their more pedestrian offerings, they are not as fun to drive as they used to be. No, no one expects an Escape or Edge to perform like a sports car (but you can get an ST Edge with real props if you want), but driving recent basic products (Edge and Escape in particular) they do feel more dumbed down than they used to, especially in steering response. I have a friend that had an older edge, and has just inherited a new one (about a year old) due to a parent passing. Their opinion, and mine having driven it, is it's definitely lost something in the modern version. It's difficult to pin point, but even base, non performance Ford's just felt fun and lively, that is now missing. Now, just as the malaise era didn't kill off the US auto industry over night, it was more like 20 years of minor cuts from Japanese and European vehicles, I don't think this dumbing down of their products will cost them over night, but if it carries on this way for 10-20 years then yes I think it could. I've met hundreds of people over the years who have no real interest in driving, driving dynamics, performance etc. but at the same time are quite good at interpreting steering feel and feedback without knowing it. They trow out comments and adjectives like fun, responsive, entertaining, or conversely dull, slow, dead, with no thought that they are describing the presence or lack of sporty traits. Those are the people Ford may start to lose, those sensitive to vehicle dynamics without being aware of it. The good news is Ford has time to make amends over the next few product cycles.
Quick aside before laughing at truck owners. Who cares about Minnesota and it's paltry 15,000 lakes. Try a real state with nearly as many lakes, but a coast line second only to Alaksa, that's some real boating territory!!
Finally pick em up trucks. I have never, and will never, get the allure of those pointles pick-em-up vehicles, but as has been said it's what people want. I should be the perfect truck owner. Own three properties with one of them 250 miles away, do lots of work on all of them. Frequent trips to Home-Lowes, lumber yards, gardening centers etc. Done major renovations, roofs, car ports, re-habs. All the things that people tell you you 'Need' a pick up for. We love to travel and camp. Pull a camper and take up to six people at a time (when we had an Explorer that is) Now regularly four or four and a young person. Have a small boat (Sunfish), frequently go to the stables and hauling stuff. Do probably at least two vacations a year that are easily 3-4K miles each. Plus lots of weekends up north camping and or doing outdoor activities. Again, the kind of things adverts show you you need a pick up for. Instead of a truck I have a wagon with a roof rack and trailer. Trailer is more usable than the normal 6' truck bed, and I can have things sticking forward and backward if too large. I get better comfort, handling, fuel economy, everything. Trucks are just the new SUV, which replaced the minivarn, which replaced the family wagon, which replaced oversized sedans as America's vehicle style de jour. Eventually (please, it can't happen fast enough) trucks will fall out of favor and we can downsize the national fleet. Then people with 'real' cars can finally stop worrying about being run over by a truck who's headlights are higher than your roof, and who's bumper is perfectly placed to go over your hood/trunk and impact you a occupan head height.
