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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.
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I never understood why they axed the Crown Vic. Police cars, taxis, etc. D*** near indestructible, fast enough, and big enough for radios, computers, etc.