After a period of scaling back its European passenger car lineup, Ford is making a strategic U-turn. Pressured by its dealership network across the continent, the American brand is preparing to invest once again in new models tailored for European drivers.
The announcement was made by CEO Jim Farley during a virtual meeting with dealers, signaling a renewed commitment to the region’s passenger vehicle market at a time when electric-only strategies are proving more challenging than expected.
A comeback after retrenchment
In recent years, Ford had steadily withdrawn from traditional segments in Europe, discontinuing icons like the Fiesta, Focus, Mondeo, S-Max, and Galaxy. The focus shifted almost exclusively to SUVs like the Puma and Kuga—the latter scheduled to end production by the close of 2025. This left showrooms with limited options, and dealers increasingly frustrated with the brand’s shrinking presence in the competitive compact and midsize car segments.
Now, Ford appears ready to course-correct.
The electric transition has not gone as smoothly as anticipated. The recently launched Explorer EV and Capri EV (here our review), both built on Volkswagen’s MEB platform, have yet to make a real impact. With sales of just 15,764 units for the Explorer and 5,068 for the Capri in the first five months of 2025, the numbers highlight a mismatch between product strategy and market demand—especially in regions where EV adoption is still slow.
Where Ford remains strong
Despite the rocky road for passenger cars, Ford continues to perform well in the light commercial vehicle sector. Its Ford Pro division now holds nearly 20% of the European market, thanks to strong demand for models like the Transit, Tourneo, and Ranger. These vehicles remain a pillar of Ford’s European operations and demonstrate the brand’s enduring strength in practical, utility-driven mobility.
Ford has yet to reveal the exact nature of its upcoming passenger vehicles, but the renewed focus signals a broader shift toward a more diversified lineup. Instead of betting solely on electric SUVs, the brand may be preparing a mix of powertrains and body styles that better reflect the needs of its European customer base.
For many dealers, the news comes as a relief—and for consumers, it could mark the beginning of a new era where Ford balances innovation with familiarity, electrification with versatility, and style with substance.
