Ford Focus output hit by dashboard part shortage
Ford's US Focus production has slowed after intermittent dashboard supply forced the company to fly parts in from Europe, raising costs and extending delivery times.
Ford has slowed production of the Focus at its US assembly plant following a shortage of dashboard components, with the company forced to fly parts in from Europe to keep lines moving. The disruption, confirmed by Ford, stems from intermittent operation of the machinery used to produce dashboard skins for the model.
Ford Focus Production Slowed by Dashboard Shortage
Dashboard Supply Problem and Costs
The dashboard supply problem has forced Ford to take the costly step of air-freighting parts from Europe to the United States. This method of shipping is significantly more expensive than sea freight, increasing production expenses at a time when the Focus faces strong competition in the compact segment. The machinery issues at the supplier’s end have not been fully resolved, and Ford has not confirmed when normal dashboard supply will resume. As a result, some US dealers are receiving fewer cars than planned, and buyers are facing longer waiting times for new vehicles.
Impact on Dealers and Buyers
Ford dealers in the US have reported difficulty keeping up with demand for the Focus, as limited dashboard supplies restrict the number of vehicles that can be delivered. With Japanese imports also unable to fill the gap, customers are seeing longer waiting lists. The shortage affects both the availability of new Focus models on dealer lots and the ability to fulfil existing customer orders. Some buyers may be forced to wait weeks or even months longer than expected for delivery of their vehicles.
The increased cost of air-freighting dashboard skins raises the possibility of either thinner profit margins for Ford or price increases for buyers, though the company has not announced any change to retail pricing. This uncertainty puts pressure on both the manufacturer and its dealer network, as they try to balance supply, demand, and profitability during the disruption.
Competition from Chevrolet Cruze
While Ford faces these production challenges, its main competitor in the segment, the Chevrolet Cruze, has not reported any similar supply problems. In June, Chevrolet managed to sell 24,500 Cruze units in the US, surpassing the Focus by 3,500 vehicles. This sales gap highlights the potential consequences for Ford if the dashboard supply issue persists, as buyers may turn to rival models that are more readily available.
Outlook for Ford Focus Production
Ford has not provided a timeline for when dashboard supply will return to normal. Until the machinery issues at the supplier are resolved, production is likely to remain constrained. Dealers and customers will continue to face uncertainty over delivery times, and Ford may need to absorb higher costs or consider other options to stabilise Focus availability in the US market.
