Ford has confirmed a bold new strategy for its European operations, which will see several new vehicles rolled out within the coming days.
As part of its new “Ready Set Ford” strategy, the Blue Oval will release two new commercial vehicles and five all-new passenger vehicles over the next three years.
The new product offensive will be instrumental to the brand’s success in Europe, with Ford vowing to unveil more about the new campaign later this month.
Ford confirmed that it would deliver “multi-energy vehicles” by the end of 2029, with five new passenger vehicles made in Europe.
This will include a new multi-energy model of the global Bronco family, with the rugged compact SUV starting production at the brand’s Valencia factory from 2028.
Another model will include a small electric hatch, which will combine “distinct design with our signature driving dynamics”.
Rally and off-road performance will also be the blueprint for a new fully-electric small SUV, with further details set to be revealed in the near future.
Two other multi-energy “rally-bred” crossover models will be added to the brand’s line-up by the end of 2029.
The Blue Oval has launched its new ‘Ready Set Ford’ campaign for Europe
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REUTERS
Alongside passenger cars, Europe’s line-up of commercial vehicles will also receive a refresh with the new Transit City and Ranger Super Duty.
The Transit City will have an estimated range of up to 254km, which is more than twice the daily average distance that electric vans currently travel on European roads.
Motorists can benefit from rapid charging, with a full charge taking just over 33 minutes, as Ford offers a “cost-effective electric van for urban low-emission zone work”.
Jim Baumbick, president of Ford in Europe, said it was “committed to supporting customers on the journey to a zero emission future”.
Ford is planning to launch a number of vehicles over the coming years
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FORD
The Ford Ranger Super Duty can carry over 1,000kg more than the standard Ranger model
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FORD
However, he noted that the consequences of decoupling emissions targets from consumer demand would be “counterproductive”.
Mr Baumbick added: “In addition, ‘Made in Europe’ rules must reflect the reality of integrated regional supply chains and the important role of regional partners. The fastest route to zero emissions is the one people will actually take.”
Ford is calling for governments across Europe to have a “customer-first approach”, with realistic CO2 targets and a suitable charging infrastructure for motorists.
It also demanded that legislation support plug-in hybrid models and extended-range electric vehicles, which can bridge the gap between fuel and EVs.
Ford is planning to launch new passenger vehicles in Europe over the coming years
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FORD
The new European campaign comes just months after Ford announced a massive $19.5billion (£14.6billion) writedown on electric vehicle investments.
Much of the enormous sum is related to the cancellation of fully electric models that had been in the pipeline for years, while accelerating its use of plug-in hybrids and typical petrol and diesel models.
Ford confirmed that $6billion (£4.5billion) would be written down following the end of its joint-venture battery operation with South Korean company SK On.
The Blue Oval said it remains committed to producing an affordable pick-up truck for less than $30,000 (£22,459) next year.