Ford Motor Co. will launch five all-new “multi-energy” passenger vehicles in Europe by the end of 2029 as it seeks to grow its retail share.
The Dearborn automaker has faced challenges across the pond. Although it has leadership in commercial vehicles on the continent, the Blue Oval has struggled with market share in the retail space. The European Union is pushing forward on progress toward zero-carbon emission vehicle sales goals and Ford faces increasing competition like low-cost EVs from China. The automaker in 2024 said it would lay off 4,000 people by the end of 2027 in Europe.
But analysts have said to continue a robust business in Europe, Ford needs a strong retail operation. The product launches include a rugged compact SUV under the Bronco sub-brand to launch in 2028 in Spain’s Valencia, a small B-segment electric hatchback, a fully electric and urban-friendly small SUV and two additional crossovers.
All of the vehicles will take influence from the racetrack with “off-road DNA with on-road performance” that would be “rally-bred,” according to a new release. Ford this year returned to Formula 1, the most popular racing series in Europe and beyond, through a hybrid engine partnership with Red Bull Racing.
Ford has emphasized partnerships for growth in Europe. Two of Ford’s passenger electric vehicles that arrive starting in 2028 will be underpinned by French rival Renault SA’s Ampere smart EV platform.
The automaker also has partnered with Volkswagen AG for EVs in Europe. For months, there also have been discussions between Ford and China-based Geely Auto about a potential deal to use extra capacity at Ford plants in Europe to build Geely vehicles.
On the Ford Pro commercial side, the new electric Transit City van arrives in showrooms later this year, offering more options for businesses that need to accommodate service to electric-only zones required in certain cities in Europe.
The automaker last year also introduced the Ranger Super Duty pickup in Europe. It highlighted the vehicle in a blog post on Monday about early conversations it’s having with the U.S. and European governments regarding support for defense efforts. Last year, Ford executives said the Ranger Super Duty wouldn’t be coming to the United States.
Ford Pro also is expanding more subscription software services to small businesses for the first time. Dealer Uptime Services allows dealers to monitor commercial customers’ vehicle health and prepare parts and service spaces before arrival. Pilots suggest repair times can be cut by up to 50%, reducing downtime.
Ford also urged lawmakers in Europe to include in their regulations hybrids and extended-range electric vehicles that are powered by a battery but have an engine onboard to charge the battery. An effective path toward carbon-free mobility, the company said, is one that takes customer demand and the availability of charging infrastructure into account. Otherwise, customers just will hold onto their vehicles for longer and small businesses will hurt, according to executives.
“We don’t build vehicles to meet regulatory mandates; we build them for people,” Jim Baumbick, president of Ford in Europe, said in a statement. “The fastest route to zero emissions is the one customers will actually take. We can accelerate emissions reductions today with hybrid technologies that that let customers drive electric whenever they can.”
bnoble@detroitnews.com
@BreanaCNoble
This article originally appeared on The Detroit News: Ford Europe plans five new vehicles to turn around passenger business
Reporting by Breana Noble, The Detroit News / The Detroit News
USA TODAY Network via Reuters Connect
