I think Ford's problems began over 10 years ago actually. They had the #1 work van in the country which went by year after year largely unchanged, which meant large profit margins. So what did Ford do? They axed it. They had the #2 small pickup in the country despite only giving it occasional refreshment during it's 15+ year life cycle, which meant they were raking in profits on that also. And they axed it.
Then they started trying to force-feed consumers these tiny, forced induction, direct injection engines that have TSB and recall lists miles long, while the market CLEARLY wanted larger displacement, more reliable powertrains. So, GM and especially FCA capitalized big on the opportunity and stole truck and car consumers from Ford.
More recently, they've destroyed two legendary nameplates on an ugly, plastic, golf cart that they're trying to pass off as a fast, fun, practical car. And apparently they're going to destroy another hallowed nameplate by building a SUV to compete with the Jeep Wrangler, despite the fact that every other company who's tried that, including Toyota, ended up sending their offering to the grave yard.
I have no idea what's happened to the Ford Motor Company, but they seem completely and totally disconnected from the consumer and it's been this way for at least 12-15 years now.