Ford Motor Company’s European division is preparing a lineup of new vehicles aimed at reviving its presence in a market that has seen a 36% decline in auto sales over the past decade. Under the leadership of newly appointed Ford Europe President Jim Baumbick, the company unveiled plans during a dealer event last winter for several models expected to reach showrooms by the end of the decade. These include compact electric cars inspired by racing, two hybrid crossovers, and a small, rugged Bronco SUV tailored for European consumers.
Ford’s comeback strategy involves injecting excitement into its offerings by drawing on the company’s motorsports legacy, particularly its past successes in the World Rally Championship (WRC). Baumbick emphasized the need for greater speed in development, comparing the effort to "competing at China speed," referring to the rapid pace of innovation among global competitors. Ford plans to launch two electric cars developed in partnership with Renault by 2028, while three additional models, including one built through a joint venture with China’s Geely at Ford’s underutilized factory in Spain, are slated for release by 2029.
Despite these future-focused efforts, Ford currently lags behind many rivals actively marketing new electric and hybrid vehicles in Europe. At the recent Paris Motor Show, the company’s presence was subdued compared to manufacturers showcasing multiple new models available now, ranging from fast-charging EVs to luxury SUVs. Ford France president Santiago Sainz sought to bolster brand enthusiasm, but dealers acknowledge the challenges of appealing to customers who are increasingly offered a broad range of immediate choices.
Dealerships, such as those operated by David Simonetti west of Paris, express cautious optimism about the pending product launch. Simonetti highlighted the importance of maintaining a diverse powertrain portfolio, noting that the current lineup is heavily electric, with only a few models powered by traditional combustion engines. This balance is seen as crucial to addressing varied customer preferences across the European market.
Ford faces long-standing profitability challenges in the region. Its European operations recorded just $47 million in profit in 2022, a sharp decline from $1.2 billion in 2016. Baumbick acknowledged that Ford must run a leaner business and target lower-volume sales while striving to stand out amid intense competition.
The company’s renewed focus on heritage-driven differentiation is seen as a potential advantage. Ford plans to reenter the WRC in 2028, with its racing team collaborating closely on the design and performance of forthcoming production vehicles. This motorsports link is intended to distinguish Ford from an influx of new Chinese brands that currently rely on Volkswagen-developed EV technology.
Some dealers, like Ludovic de Fombelle in France, welcome this direction but remain cautious. He noted the imperative for the brand to establish a clear, compelling identity amid a crowded marketplace, pointing to past struggles to differentiate Ford’s small-car range. His sentiments reflect a broader dealer desire for products that resonate strongly with European buyers.
Ford began a significant restructuring after Jim Farley became CEO in 2020, cutting its European workforce by half to reduce costs and improve focus. Baumbick, who assumed his role a year ago, remains committed to rebuilding Ford’s business in Europe on a sustainable footing.
“I have one mission,” Baumbick said, “to build a sustainable, thriving business in Europe for the next 100 years.” As Ford navigates regulatory pressures, evolving customer demands, and stiff competition, its success will hinge on the timely delivery and acceptance of its new, performance-oriented vehicles.