Ford has outlined plans for five new passenger vehicles, including a Bronco SUV and a potential electric Fiesta replacement, to help it retake a market share across Europe.
The manufacturer detailed its plans at a gathering of European dealers and partners in Salzburg, Austria, outlining a three-year rollout of new vehicles, connected services and dealer support programmes.
Ford said the strategy is designed to strengthen both its commercial vehicle operations and passenger car business in Europe, supported by its new “Ready-Set-Ford” global brand platform.
Bronco, small EVs and crossovers on their way
Alongside the new strategy, Ford confirmed plans to launch five new passenger vehicles in Europe by the end of 2029.
The future line-up will include a new compact SUV joining the Bronco family, a small electric hatchback, a small electric SUV and two additional multi-energy crossover models.
Ford said the new range would combine rally-inspired design with multi-energy powertrains tailored for European customers.
The original equipment manufacturer (OEM) also outlined plans to expand its Ford Pro connected services business, with dealers playing a greater role in helping commercial vehicle customers reduce downtime and improve vehicle utilisation.
Ford said its connected Ford Pro Uptime Services are now generating close to six million vehicle health signals a day from more than 1.2 million connected European customers.
The business is extending those capabilities to smaller operators through new Dealer Uptime Services, allowing dealers to monitor vehicle health, proactively contact customers and prepare parts and workshop bookings before vehicles arrive.
Ford said early pilot schemes reduced repair times by up to 50% and identified 80% of repairs proactively. The OEM added that the programme could help dealers generate more service leads, improve customer loyalty and increase aftersales revenue opportunities.
Ford Pro is the backbone of our business
Jim Baumbick, president of Ford in Europe, said: “Ford Pro is the backbone of our European business.
“We don’t just sell vans and pickups, we deliver an integrated ecosystem of vehicles, software and services. Our vehicles lead the market, and around them we’ve built a productivity accelerator our competition cannot match.
“For our customers, that’s not just transportation, it’s a better return on investment.”
Vote of confidence from Peoples Group and European dealer council
Nicola Gilda, managing director of Peoples Automotive Group and chair of Ford’s European Dealer Council, said: “We are absolutely supportive of Ford’s strategy to go on the offensive in Europe.
“Building on the success of Ford Pro, while also tapping into Ford’s racing heritage for the design of the new passenger vehicles, it’s clear that Ford is back to win.”
Ford also used the event to call for a more flexible regulatory approach to electrification in Europe.
The manufacturer said legislation should continue supporting technologies including plug-in hybrids and extended-range electric vehicles alongside battery electric vehicles.
Baumbick said: “We don’t build vehicles to meet regulatory mandates; we build them for people.
“The fastest route to zero emissions is the one customers will actually take. We can accelerate emissions reductions today with hybrid technologies that let customers drive electric whenever they can.”
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