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Ford Is Entering a New Phase as an Importer in Brazil, but Left Behind Strategic Mistakes That Hurt Its Image in the Market. Recall the Main Missteps of the Automaker.
Currently, Ford operates in Brazil as an importer, focusing on modern SUVs and pickups. This transition has strengthened its market presence, but has not erased a series of poor decisions made in recent years.
These mistakes have impacted the brand’s image and driven away loyal consumers. By analyzing its recent trajectory, it is possible to identify choices that could have changed the automaker’s course in the country.
Abandonment of the New Fiesta and the Impact of the Decision
One of the most remembered blunders was how Ford handled the New Fiesta. The hatch, considered one of the most complete models in the lineup, was overlooked without the necessary attention.
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The last facelift was timid and did not bring the advancements consumers were expecting.
While the Ford Ka received a modern 1.5 engine and efficient automatic transmission, the New Fiesta remained equipped with the problematic Powershift transmission.
The lack of strategies to modernize the model was decisive for its sales decline.
The automaker could have opted for more updated engines, such as the 1.0 EcoBoost turbo, which was successful abroad and could have won over Brazilian consumers.
Territory and the Launch at a Delicate Time
Another notable mistake was the timing of the Ford Territory’s launch. The Chinese-origin mid-size SUV arrived in Brazil during an unfavorable period.
Just a few months later, the automaker announced the closure of its factories in the country, completely overshadowing the model’s arrival.
Many consumers came to believe that the launch occurred after the end of national production, creating a sense of distrust.
In addition, the product did not help improve the situation, as the first Territory was considered limited in features and lacked performance appeal.
Maverick Well Received, but Poorly Equipped Initially
When Ford launched the Maverick, it generated high expectations among pickup consumers. However, the initial phase of the model in Brazil disappointed in terms of equipment.
Despite the high price, basic items like parking sensors were left out, along with features available abroad, such as a sunroof and advanced driver assistance systems.
This misstep compromised the launch of a product that had the potential to be a reference in the segment.
Later, the automaker corrected some of the mistakes, updating the pickup with more comprehensive versions, including the Tremor variant targeted at those seeking robustness.
The Insistence on Powershift Transmission and the Wear on Image
Perhaps the most significant mistake by Ford in Brazil was the insistence on the Powershift transmission.
The durability and functionality problems of this transmission were known worldwide, yet the brand was slow to act.
This neglect generated enormous distrust among consumers, damaging not only the models equipped with the technology, such as the New Fiesta, EcoSport, and Focus, but also vehicles that used traditional automatic transmissions.
Many customers began to avoid Ford cars out of fear of facing the same defects.
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