Ford Motor Company’s European division is unveiling a fresh strategy aimed at revitalizing its presence in the region’s highly competitive automotive market. Jim Baumbick, Ford Europe’s recently appointed president, previewed a portfolio of new models, including compact electric cars with racing-inspired designs, two hybrid crossovers, and a rugged small Bronco SUV, all planned for release by the end of the decade.
These announcements were part of a broader effort to reverse a decade-long decline in Ford’s European sales, which have dropped by 36 percent amid growing competition from Chinese automakers, stringent environmental regulations, and underutilized production facilities. Baumbick and his team are pursuing a plan that echoes Ford’s revamped approach in the United States, focusing on increasing vehicle appeal by emphasizing fun and drawing on the company’s motorsports heritage.
Speaking about the company’s ambitions, Baumbick highlighted the need to accelerate development to “compete at China speed,” referring to the rapid pace at which Chinese manufacturers innovate and bring vehicles to market. Ford plans to collaborate with other automakers to reduce costs, and to reinforce commercial vehicle sales—such as vans—which remain a strong segment for the company.
Although the new vehicle lineup looks promising, Ford’s path to recovery still requires patience. The two small electric models, developed in partnership with France’s Renault, are not expected to reach dealerships until 2028. Additionally, three other new models, including one produced through a joint venture with China’s Geely at Ford’s factory in Spain, are scheduled for launch by the end of 2029. This timeline places Ford behind many competitors who showcased multiple models available immediately during the recent Paris Motor Show, ranging from fast-charging electric vehicles to luxury SUVs.
Ford France president Santiago Sainz acknowledged the challenge, noting efforts to uphold the brand’s image amidst a technology-driven and luxury-heavy marketplace, which includes entrants backed by companies such as BYD and Huawei.
Dealers also emphasize the importance of offering a diverse range of powertrains to meet varied customer preferences. David Simonetti, new-car sales manager at a dealership in France, pointed out the limited choices currently available for non-electric models outside the Puma and Kuga crossovers. “Some people don’t want an electric car, and we just have two choices,” he said, underscoring a critical aspect of Ford’s European strategy.
Despite the obstacles, Ford remains committed to maintaining its footprint in Europe where it has manufactured and sold vehicles for over 100 years. Unlike General Motors, which has significantly reduced its presence in the region, Ford’s global CEO Jim Farley has noted that the company sells an equal number of vehicles outside the United States as it does domestically, with over four million units sold worldwide last year. As Ford pushes forward with its comeback plan, the company is betting on a blend of heritage, innovation, and strategic partnerships to regain its position in the European market.