In Europe, to improve its profitability, Ford will refocus its range on SUVs and take better advantage of its American heritage.
To find the way back to profitability, the European branch of Ford embarked on a major transformation of its range and its image. An evolution that can be summed up in one principle: “re-Americanizing” Ford on the Old Continent.
As the head of marketing for Ford in Germany explained, this will be symbolized by the adoption of a new slogan, Adventurous Spirit, or “spirit of adventure”, a formula that evokes American values of freedom and outdoors.
Ford’s offer will therefore focus on SUVs and crossovers, with an emphasis on larger models. The manufacturer has thus taken the radical decision to stop the Fiesta in 2023. The entry-level will therefore become the urban adventurer Puma. That’s not all. Another emblematic model of the European division will be scrapped in 2025: the Focus. To this will be added the departures of the Mondeo, S-Max and Galaxy.
Clearly, in the trash too European vehicles! Moreover, the more American image also goes through the marketing here of emblematic models of the US range. After the Mustang, it will be the turn of the Bronco adventurer to be offered in Europe (first deliveries in 2024). Models that are not there to make sales volumes, but which will improve Ford’s image here. The manufacturer thus hopes that they will be more desirable… and therefore more expensive.
The fact remains that in Europe, Ford must quickly become 100% electric, the brand will only have this type of engine in its offer from 2030. But this is not incompatible, the American spirit will also infuse into the new electric vehicles from the firm. An example already exists: Mustang Mach-E.
The brand will continue with two SUVs planned for 2023 and 2024 on Volkswagen’s MEB platform. The first of them could revive the Cougar appellation. On the other hand, pure American products like the Mustang do not yet intend to go 100% electric!