At Ford Europe, we’re in the mood to turn the tables. The division of the American manufacturer, which has profoundly reorganized its staff, intends to upset its range, which will be reduced and switch to all-electric. From 2023, its internal organization will be under greater financial pressure, and its commercial positioning will be refocused on a rediscovered “Americanness”. To show its desire to break the moorings, Ford Europe (4.7% market share on the continent) has indicated that the Fiesta, its most popular model, the first generation of which appeared in 1976, would not be renewed. .
In 2025, the Focus, a compact sedan long considered the pivot of Ford’s offer on the Old Continent, will also cease its career. The scheduled withdrawal of these two widely distributed vehicles produced in Germany marks the break with sedans, replaced by larger SUVs and crossovers (and generators of higher margins), but also with thermal engines, which Ford will stop producing. in 2035, in accordance with European regulations.
In 2023 and 2024, four electric models will be launched. A medium-sized SUV developed on the basis of the MEB platform provided by the Volkswagen group, a battery version of the Ford Puma, a sporty crossover and a model undoubtedly derived from the technical basis of a utility vehicle. After distributing 25,000 electric cars in Europe in 2022, mainly Mustang Mach-Es, the brand has set itself the goal of selling 600,000 in 2026.
Net reduction of the catalog
Between the retirement of the old sure values of the thermal era and the launch of new vehicles, the great upheaval undertaken by Ford Europe will ultimately result in a significant reduction in the catalog. This will drop from fifteen models in 2018 to just seven in 2024. On December 15, the blue oval brand also announced the creation worldwide, from 2023, of three separate units, respectively devoted to combustion engines, electric models and utility vehicles.
Contrary to the strategy put in place by Renault, which wants to create entities with their own capital structure, Ford will organize its three future components within the parent company. However, these will be individualized in the manufacturer’s accounts “to put pressure on profitability” of each of them, explained Martin Sander, ex-director of Audi, recently named at the head of Ford Europe.
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