Ford has set an aggressive course for Europe, committing to launch five new passenger vehicles and two new commercial vehicles before the end of 2029. Every model will be manufactured on the continent and engineered specifically for European drivers, roads, and market demands.
The strategy, unveiled during a media gathering in Salzburg, Austria, positions Ford to leverage strengths it already commands in the region while injecting new energy into its personal vehicle lineup. Under the global “Ready-Set-Ford” brand platform, the company will concentrate on three core pillars: Build, Thrill, and Adventure—categories that define both the vehicles themselves and the customer experiences they’re designed to deliver.
Five New Passenger Vehicles, Rooted in Racing Heritage
All five new passenger car models arriving before 2029 draw inspiration from more than a century of Ford motorsport expertise. They combine ruggedness and off-road capability with engaging road manners, developed and built to the standards of European roads, climates, and buyer expectations.
The Bronco family expands with its first compact SUV for Europe, produced at Ford’s Valencia facility starting in 2028. It will carry the Bronco nameplate’s heritage of toughness and off-road credibility into a more accessible segment.
An all-electric small car in the B-segment brings rally-inspired handling and distinctive design language to urban buyers seeking electric practicality without performance compromise. Accompanying it is a small electric SUV offering the same rally-derived character but optimized for city driving and congested urban environments.
Two additional crossover models, arriving before the 2029 deadline, will offer multiple powertrain options and continue the rally-inspired design and performance thread running through Ford’s new European portfolio.
Ford Pro: From Vehicle Supplier to Productivity Partner
Ford Pro, which has led Europe’s commercial vehicle market for eleven consecutive years, is undergoing a fundamental evolution. The division is transitioning from pure vehicle manufacturer to integrated productivity partner for businesses of all sizes.
This shift centers on software and connected services designed to maximize the return on every vehicle investment. Ford aims for 25 percent of Ford Pro’s EBIT to come from these services and software revenues. The trajectory is already strong: paid subscriptions grew 30 percent in Q1 2026 to 879,000, with gross margins exceeding 50 percent.
Since 2019, every Ford Pro vehicle has shipped with an integrated modem. Today, more than 1.2 million European customers are connected to Ford’s systems. Using predictive analytics from connected vehicles, Ford can identify faults before they become serious failures. Last year alone, Ford’s connected services enabled nearly one million additional productive operating days for customers.
New Services for Small Fleets: Cutting Repair Time by Half
For the first time, Ford Pro is extending these connected capabilities to smaller operators. Ford Pro Uptime Services allow Ford dealers to monitor vehicle health continuously, reach out to customers before problems develop, and prepare parts and service capacity before vehicles arrive.
Early testing shows repair time can drop by as much as 50 percent, with 80 percent of repairs identified in advance. The outcome: more uptime for customers, more revenue-generating days per vehicle, and stronger customer retention for dealers who transition to data-driven fleet management.
Two New Commercial Vehicles for Distinct Challenges
Ford Pro is expanding its commercial portfolio with the Ranger Super Duty and the Transit City—vehicles engineered for very different, but equally demanding, operational requirements.
The Ranger Super Duty targets heavy-duty work in extreme terrain. Building on Ranger’s record as Europe’s best-selling pickup for eleven consecutive years, the Super Duty variant delivers up to 4.5 tonnes of towing capacity and 2 tonnes of payload. It’s purpose-built for emergency services, defense, mining, forestry, infrastructure, and rescue operations—markets with specialized vehicle approval requirements.
The Transit City is an electric small van aimed squarely at trades, service operations, last-mile delivery, and urban logistics. By delivering an affordable electric option engineered for efficient operations and low total cost of ownership, Ford is positioning itself to lead fleet electrification in the urban delivery segment where it matters most.
