#FordPuma

Ford CEO Jim Farley announced his fondness for the Puma ST at the start of the week, going so far as to state that he wished the crossover was available in North America and other markets. This resulted in a steady stream of outlets suggesting that he’s totally forgotten his role within the company. As head of the brand, Farley would indeed have meaningful influence in regard to Ford’s distribution choices.

But he probably already knows that and we’re wondering if his social media musings about the rowdy little Puma — which borrows the Fiesta ST engine — were more about testing the waters on a global market push. While we don’t want to rule out the possibility of Farley kissing a photo of the crossover on his nightstand every night as he wonders how to spread its glory, something tells us there may be alternative scenarios.

I don’t understand what Ford is doing anymore. While the company is branding itself as this tech-savvy mobility firm, bent on delivery cutting-edge electrics that will save the planet, it has also removed its most-economical models from the U.S. market — leaving us with the EcoSport, some plug-ins, and the soon-to-be-gone Fiesta. Meanwhile, an ocean away, Europe is getting more small cars that it knows what to do with.

Considering utilities, crossovers and trucks pay the bills, that’s not a problem in itself. But it muddles Ford’s corporate identity to a point where I just have to shrug my shoulders. I had another opportunity to raise those bad boys up to my freaking ears this week when Blue Oval debuted the brand-new Puma in its top-tier Titanium X trim — a product the manufacturer has already said it doesn’t plan on bringing to North America.