Ford Motor Company has announced a new strategy for its European operations, aiming to reshape its vehicle line-up and better align with shifting consumer demand. Under the campaign banner of “Ready Set Ford,” the automotive giant plans to introduce several new models over the next three years, spanning passenger and commercial vehicles alike.
Central to the strategy is a “multi-energy” approach, combining electric, hybrid, and internal combustion engine options. Ford said it will launch five new passenger vehicles produced in Europe by 2029, including a compact electric hatchback and a rugged SUV from the Bronco family, which is set to be built at its Valencia plant starting in 2028.
The company will also release its commercial vehicle range, including a new electric van designed for urban use with fast-charging capability. In addition, a heavy-duty version of its Ranger pick-up will expand load capacity for customers requiring more robust performance.
Jim Baumbick, Ford’s president in Europe, said the company remains committed to supporting the transition to zero-emission mobility, but stressed that consumer behaviour must be taken into account. Warning that policies disconnected from demand could prove counterproductive, he said
The fastest route to zero emissions is the one people will actually take.
Ford also called on European governments to adopt a “customer-first” approach, including realistic CO₂ targets and improved charging infrastructure
