Ford bets on boldness to bounce back
- Published on 24/05/2026 11:38
With “Ready Set Ford,” the American manufacturer unveils an ambitious product offensive blending SUVs, electric vehicles, connected utility vehicles, and rally DNA.
Ford Europe wants to turn the page on years of restructuring in the Old Continent. Meeting in Salzburg with its European dealers, the American manufacturer unveiled “Ready Set Ford,” a new strategy aimed at simultaneously revitalizing its utility and passenger vehicle activities.
The ambition is clear: to get back in the race against increasingly aggressive European and Chinese competition. Ford plans the launch of seven new models in Europe by 2029, including five brand new passenger vehicles specifically developed for the European market.
Ford turns its back on 100% electric
This new range will be based on a multi-energy philosophy, combining electric, hybrid, and plug-in hybrid technologies. Ford is thus abandoning its previous goal of transitioning to 100% electric by 2030, believing that the European market is not evolving quickly enough in this direction.
The future catalog will notably include a compact SUV inspired by the Bronco, produced in Valencia starting in 2028, a small electric city car, and an urban electric SUV developed with Renault on the AmpR Small platform. Two more crossovers will complete the offering before the end of the decade.
Ford is heavily banking on its rally and off-road heritage to differentiate its future models. The manufacturer talks about “rally-bred” vehicles, combining road dynamism, driving precision, and adventure DNA.
At the same time, Ford Pro, the utility branch, remains the cornerstone of the European strategy. A market leader in utility vehicles in Europe for eleven years, Ford now aims to transform its connected vans into true productivity tools through predictive services capable of anticipating failures and reducing downtime.
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Among the announced innovations is the Ranger Super Duty, touted as the most extreme Ranger ever designed, as well as the new Transit City electric vehicle intended for urban logistics.
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This page is translated from the original post "Ford mise sur l’audace pour rebondir" in French.
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