According to Automotive News, the Fusion, which will end in production as a sedan in 2021, will, in fact, continue at the behest of dealers in North America, and likely revive the SUV-inspired station wagon Taurus X that ended production in 2009.
Apart from dealer demand, the article further alleges that the Blue Oval had opted to keep the Fusion name due to its familiarity and sales record, with sales peaking in 2014 at 306 860 units. Sales have however flat-lined with only 209 623 Fusions being moved last year.
“They spent hundreds of millions of dollars for brand equity in that Fusion name -- not $10 million or $20 million -- but hundreds of millions. The smart thing is to play on that brand equity,” Columbus, Ohio Ford dealer, Rhett Ricart, told the website.
Ford spokesperson Mike Levine has however declined to comment on the Fusion’s change in identity, telling the online platform that, “We'll likely continue to use the name because of its awareness, positive imagery and value with consumers”.
Despite the rumoured shift, it would not be the first time that Ford has sold the Fusion as an off-road inspired model. From 2002-2012, Ford Europe marketed a slightly raised, restyled Fiesta under the Fusion moniker, with the model ending production following the introduction of the since discontinued B-Max.
