Ford’s decision, made in autumn 2024, to cut 14% of its European workforce—particularly at its Cologne facilities—was unsurprisingly met with discontent. Tensions have steadily increased, and now workers at the U.S. automaker’s plants in the German city, which have recently been converted to produce only electric vehicles, have announced a strike starting Wednesday in response to the company’s restructuring plan.
This was reported by Reuters and confirmed by the head of the plant’s works council, who denounced the social impact of the planned layoffs. Ford currently builds its electric models based on Volkswagen platforms in Cologne, including the Explorer and its coupe sibling, the Capri.
Ford’s decline in Europe
Once upon a time, there was Ford. And in the U.S., it still thrives—especially with iconic models like the Ford F-150, which makes it one of the top-selling automakers. But in Europe, the situation looks quite different. Ford’s strategy across the Atlantic has become increasingly unclear, and it appears that Detroit is losing interest in the Old Continent.
The company explains this decline—falling from being one of the best-selling brands to now holding a market share below 4%—as part of a repositioning strategy aimed at moving upmarket. Hence the discontinuation of popular models like the Fiesta and Focus, which CEO Jim Farley labeled as “boring” (his words), and the desire to focus on heritage-inspired vehicles like the Bronco or Mustang. These models, however, are far from affordable in European markets, and the company is putting its full weight behind electrification.
Ford was one of the first automakers to announce that by 2030 it would sell only electric cars in Europe. However, it walked back that commitment slightly in 2024, adjusting its roadmap to potentially continue offering internal combustion models until 2035, when the EU’s planned ban is expected to take effect.
Falling demand and growing Discontent
This is where the problems begin. Ford says its restructuring is driven by economic losses caused by weak demand for electric vehicles and insufficient government support for the EV transition. For many workers, however, this transition is rapidly turning into job loss without viable alternatives.
The strike in Germany is a powerful and unambiguous sign of the unrest sweeping through the European auto industry, already marked by other protests like those in Wolfsburg over Volkswagen’s crisis.
The truth is, there was no immediate need to rush so aggressively into electric vehicles in Europe—especially not premium EVs. While the Mustang Mach-E is a solid electric car, and the Capri is fairly decent too, Ford’s first truly affordable electric model, the Puma Gen-E, has only just launched—and with a range that falls somewhat below expectations.
Moreover, Ford could have responded to the dip in EV demand by holding on to the Fiesta and Focus. Despite being labeled “boring” by the CEO, they remained popular in Europe and could have provided a safety net while navigating the EV transition.
