Ford aims to boost sales with seven new models in Europe by 2029, targeting fierce Chinese competition. Learn more now!
Ford has unveiled an ambitious roadmap to introduce seven fresh models across Europe by 2029. The strategy is designed to recapture lost market share and directly challenge the surge of Chinese manufacturers entering the continent.
Why the New Line‑up Matters
“We need to stand out in a crowded market,” said Jim Baumbick, Ford’s European president, in an interview with Reuters. “Our goal is to grow market share while the market becomes increasingly fragmented by new entrants.”
What’s Coming: The Seven New Vehicles
The upcoming models will focus on the B‑segment and C‑segment, where demand for compact and midsize cars remains strong. Highlights include:
- A versatile SUV inspired by the iconic Bronco, aimed at adventure‑seeking families.
- A compact electric hatchback that could revive the beloved Fiesta nameplate.
- A crossover built on a Renault platform, leveraging the French automaker’s engineering.
- Two additional multi‑purpose crossovers designed for urban and suburban use.
Production Partnerships
The electric hatchback and the Renault‑based crossover will be assembled at Renault’s plant in northern France, using French‑sourced technology. This collaboration allows Ford to accelerate its electrification rollout while keeping production costs under control.
Ford’s View on Europe’s EV Policy
Ford has publicly urged European regulators to align CO₂‑emission targets with realistic consumer needs. The company advocates for a balanced approach that supports plug‑in hybrids (PHEVs) and extended‑range electric vehicles (EREVs) alongside fully electric models.
Market Challenges and Restructuring
Amid the new launch plan, Ford continues to reshape its European operations. The Saarlouis plant in Germany has been closed, and job cuts are underway at the Cologne facility. A decade ago, Ford was the fourth‑largest car maker in Europe, selling over one million units annually. By 2025, sales are projected to dip to roughly 426,000 units, pushing the brand to eighth place behind rivals such as Mercedes‑Benz.
Chinese Competition Heating Up
Chinese automakers BYD and Chery are expanding rapidly across Europe, posting double‑digit growth rates. While Ford’s European sales are expected to rise marginally by 0.1% in 2025, BYD’s sales have surged nearly 270% in the same period.
Commercial Vehicle Outlook
Despite passenger‑car pressures, Ford remains a leading name in Europe’s commercial‑vehicle segment, second only to Stellantis when all its brands are combined. The company also announced plans to launch a fully electric city delivery van by the end of the year, targeting urban logistics operators.
Looking Ahead
Ford’s seven‑model rollout represents a bold attempt to re‑energize its European portfolio, blend traditional strengths with new electrified offerings, and fend off the growing tide of Chinese competition. The success of this strategy will hinge on consumer acceptance of the new EV and hybrid models, as well as the company’s ability to navigate a complex regulatory landscape.