They were money losers.
Ford Killing “Value Destroying” Sedans Because They Lose Money Every Year
UBS analyst Colin Langan told Auto News that Ford loses approximately $800 million a year selling small cars in the United States, which stands in stark contrast to Ford’s estimated $3 billion first-quarter profit on truck and utility sales.
Having market share, just to lose money, is not smart.
If you sold cookies, and you ended up losing a dollar for every cookie you sold, selling a million cookies, might make you the top selling cookie in your state, while you file for bankruptcy on a Million dollar loss.
Small cars have been money losers for years now.
Better to have a smaller market share, and be more profitable.