Ford is going on the offensive again in the European market. After several years of holding back and restructuring, the American manufacturer has announced a major overhaul of its strategy, featuring a new generation of models designed specifically for European motorists. On the agenda: rally DNA, gradual electrification and ‘made in the EU’ production.
A European range shaped by sporting heritage
For over fifty years, Ford’s European division has built up a strong reputation in motorsport, particularly in rallying with the legendary Escort RS 1800 – world champion in 1979 – followed by the Sierra and various Focus RS WRC models. It is a legacy that the brand now aims to carry forward into its future vehicles, five of which will be launched for private customers by 2029. The aim is clear: to combine driving pleasure, precision and versatility, whether on mountain passes, cobbled city centres or winding country roads.
A small Bronco to be produced in Spain from 2028
One of the most talked-about announcements is the arrival of a new compact SUV from the Bronco family. This model, which is based on a ‘multi-energy’ platform, will be produced at Ford’s plant in Valencia, Spain, from 2028. More compact and more affordable than the current American Bronco models, this future SUV is aimed at the rapidly expanding market for urban crossovers with an adventurous look.
Three electrified models with a strong personality
In the medium term, among its other new models, Ford is promising a fully electric city car with a distinctive design. The brand recently signed a strategic partnership with the Renault Group to share the French manufacturing facility, the Douai plant in the Nord region, which already produces the R5. Also in development are a small, highly dynamic electric SUV inspired by the world of rallying and two multi-energy crossovers that will complete the range by the end of 2029.
In a European market that has become extremely competitive, Ford needs to stand out and is banking on the sporty and emotional appeal that these future models can offer. “We don’t build vehicles to meet regulatory requirements; we build them for the users,” insists John Baumbick, President of Ford Europe, pointing to a few missteps in Europe’s transition to all-electric vehicles. Ford therefore believes that greater account must be taken of the reality of charging infrastructure, the pace of consumer adoption and the constraints faced by professionals and small businesses.
Industrial partnerships at the heart of the strategy
In particular, the manufacturer advocates an approach that relies more heavily on plug-in hybrids (PHEVs) and extended-range electric vehicles (EREVs), which are regarded as credible transitional solutions.
This strategy is being launched alongside ‘Ready-Set-Ford’, a new global brand platform built on Ford’s expertise in productivity, performance and off-road adventures. In Europe, Ford will rely on major partnerships to remain competitive. These collaborations will help to speed up development cycles, share costs and secure supply chains across Europe. The US group will therefore strengthen its industrial ecosystem in Turkey, the UK and Morocco.
A new European identity for Ford
With this new strategy, Ford aims to turn the page on a difficult period in the European market. Following several years marked by restructuring and the discontinuation of iconic models such as the Fiesta and the Mondeo, the manufacturer is now seeking to rebuild a cohesive and emotive range. The combination of rally heritage, electrification and European production could enable Ford to reclaim a strong identity in the face of increasingly aggressive competition, particularly from Asia.
