Ford is planning a complete realignment of its model range. The brand wants to show where it comes from: America. Adventure, outdoors and a bit of daring are in the foreground, classic volume models are dying. The falling sales figures in Europe are also behind the rigorous change.
For some, the strategy that Ford is planning for Europe may seem like a drastic cure. The passenger car model range is particularly affected. The production of the Vans Galaxy and S-Max as well as the mid-range sedan Mondeo has already been discontinued. In the summer – to the surprise of many – the last Fiesta rolls off the assembly line. In addition, Ford recently announced that it would also discontinue the Focus in 2025 – with no prospect of a successor.
The rather rigorous measures are mainly due to the falling sales figures, which are causing Ford to slip more and more into the second division in Europe. The share of the European car market is only 6 percent. For comparison: Stellantis has over 20 percent, VW even 25 percent, with the advantage of lower purchase prices and thus higher margins. Ford cannot keep up in the long run, especially since the models also have to be priced below the competition. The consequence: the Cologne company says goodbye to the classic volume segment. “We are now taking the opportunity to completely reposition ourselves,” says Christian Weingärtner, Managing Director of Ford Germany.
Ford is the largest remaining American automaker in Europe. You want to focus on that DNA. In the future, the brand will be more closely associated with freedom, adventure and the outdoor lifestyle. Weingärtner also provides a suitable marketing slogan: “Adventurous Spirit”. The primary aim is to convey the American attitude to life. “We don’t want to build any more confusing products and we don’t want to be boring anymore,” says ‘Weingärtner.
The all-wheel drive pick-up Ranger, which has recently been delivered, is the first. The Bronco will follow at the end of 2023. The SUV pays homage to the original Bronco of the late 1960s. Its angular and robust appearance quickly made it a cult vehicle, comparable to the off-road classics Jeep Wrangler, Land Rover Defender and Mercedes G-Class. Both the Raptor and Bronco belong to the Ultimate Outdoor category.
At the other end of the four model pillars is the “Wild Performance” group. These include Mustang and Mustang Mach-E. The Cologne-based company expects more image gain from both groups than large numbers. Volume should rather be made with the model families “Urban Escape” (Puma, Kuga) and “Active Adventure” (Explorer).
Ford will distribute its next electric models to the latter two. However, some are not completely homegrown, but are based on the MEB architecture developed by Volkswagen. The first Ford MEB Stromer is scheduled to roll out to customers this year. In all probability it is a compact SUV.
Ford has not yet revealed a model name either. However, it can be heard that it should be one from the history of the brand. Taunus, Orion or Granada should probably not be taken there. Cougar would be more appropriate. The electric model will be built in the new Cologne Electrification Center (CEC) in Cologne-Niehl.
If everything goes according to plan, a sporty, styled mid-size e-crossover will follow next year, which will also feature the MEB platform. In 2024, Ford also wants to offer its successful and future entry-level model Puma in a fully electric version. However, it will not roll off the assembly line at the CEC in Cologne, but at the Romanian plant in Craiova.
Finally, in 2025, a fourth electric model is on the program, probably another crossover vehicle. It is to replace the Kuga, the name could be retained. In total, Ford would then have five electric cars in its four model families.
