Having a huge 97 nameplates in its lineup in 2006, when the current CEO took over, Ford has managed to reduce that number by shedding some models (Mercury) and selling the brands it previously owned, Jaguar, Land Rover, Aston Martin and more recently Volvo.
Those measures are likely to continue, says the CEO, with the total number of Ford models offered to be reduced to in between 20 and 30.
"There will be less than 30, on our way to 20 to 25," Mulally was quoted as saying by Freep. "Fewer brands means you can put more focus into improving the quality of engineering. It was absolutely clear that we had to simplify Ford dramatically,” he added, referring to the decision to get rid of some brands and models.
Earlier this week, Ford also announced it will let cut 200 of its Lincoln and Mercury stores, or some 40 percent of its network, in the following months. After Mercury, Lincoln is the second brand which falls into the spotlight of reorganization this year.
"We're going to make a major investment in Lincoln over the next four years with seven new or significantly refreshed products," Mark Fields, Ford's president of the Americas said.
The Lincoln brand will have an important part to play in the reduced Ford line-up, with seven all-new or significantly revised vehicles to be launched over the next few years.
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