Ford will "go on the offensive" with the launch of five new cars in the UK and Europe by 2029 – all of which will draw on its extensive heritage in rallying in a bid to win back buyers in the region.
The new models will sit in the B- and C-segments and include a Bronco-inspired ‘multi-energy’ SUV, a small electric hatchback (which could revive the Fiesta name) and a crossover that will be built on a Renault platform and two further multi-energy crossovers.
Ford has also confirmed a new ‘extreme’ Ranger Super Duty pick-up truck, which will join the recently revealed Transit City van as part of an expanded commercial vehicle line-up.
Ford dominated the UK sales charts for decades with models including the Fiesta and Focus, but its market share has slumped in recent years, in part due to the decision to axe both of those models to convert its Frankfurt factory to produce the Explorer and Capri electric SUVs, which are built on a Volkswagen Group platform.
But Ford has insisted that it remains committed to the European car market and has now outlined its “renewed commitment” to the region.
The American company's European boss, Jim Baumbick, has vowed that "we don't just want to compete, we're here to play to win".
The new cars will arrive as part of a wider global strategy called ‘Ready Set Ford’, which involves focusing on areas of key strength where Ford can differentiate itself from rivals.
That includes a major push to emphasise its off-road and high-performance credentials by infusing its cars with rally-inspired styling and handling traits.
Strengthening Ford’s European line-up
Ford’s revamped European line-up will be led by a new compact SUV that, as first revealed by Autocar, will be part of the 'global Bronco family’, with styling modelled on the hugely successful US market off-roader.
The new machine will be produced from 2028 onwards at Ford’s Valencia plant alongside the existing Kuga SUV, with which it's expected to share Ford’s K2 platform.
That is part of a plan by Ford, previously outlined to Autocar by company boss Jim Farley, to turn the Bronco from a single off-road model into a global brand.
There is already a road-focused Bronco Sport in the US and an unrelated Chinese-market Bronco New Energy that is offered with electric and range-extender powertrains.
Baumbick vowed that the new European Bronco would be true to the US model's heritage but would also be "produced in Europe and sized for the European market", adding that "it will be a high-volume model".
Ford has also previously confirmed plans for an electric hatchback and crossover that will be produced by Renault, which are also due to arrive in 2028.
As previously reported by Autocar, the models will sit on Renault’s Ampr Small platform, as used for the ultra-successful 5 and 4, plus the Nissan Micra.
While Renault will produce the two EVs and they will feature the French firm’s proven technology and powertrains, they won’t simply be badge-engineered exercises, with Ford setting the parameters for styling and driving dynamics.
Notably, Ford has now said they will feature "rally-bred design language", hinting that they will be focused on the sportier end of the market.
"To a customer, it's the things that [you] see, touch and feel that need to be different to make it authentically a Ford," said Baumbick.
"Our job is to work with partners to assess the capability, and the bandwidth of the [Renault] platform gives us the variables to inject and differentiate the driving experience for a Ford, so we're not just out buying a list of parts.
"This is not a cafeteria style of development: This is making a strategic choice on a world-class set of platforms and partners that then gives us the tools in the toolkit to do what our development teams do best, to use that toolkit to create a different experience. I assure you that you will see a completely different vehicle."
The new hatchback could revive the Fiesta name – which would be fitting given the proven rallying heritage of that car. Baumbick refused to discuss the naming strategy for the four future models but said that "certainly the history and the heritage" of some of Ford's classic model names "is not lost on me".
Ford will also launch what it describes as two ‘rally-bred crossover models’ that will use a multi-energy platform and will arrive before the end of 2029.
No details of these models have yet been released, such as whether they will be produced in-house at Ford or in partnership with another manufacturer.
But Ford has been keen to emphasise the importance of strategic partnerships such as it has with Volkswagen and Renault, noting that they are “central” to competing in Europe by allowing the firm to benefit from faster development and greater economies of scale.
Baumbick said that partnerships “aren’t just deals” but “strategic levers”, adding: “We partner with the best to move with speed and scale and we obsess over the product to deliver passionate, unmistakably Ford vehicles.”
That emphasis would suggest that Ford's two new multi-energy vehicles could yet be part of its European plan.
Ford has long been linked to a deal to jointly develop cars with Geely, which could involve the Chinese giant investing in Ford’s plant in Spain. Geely, which owns Volvo and Polestar, has a number of multi-energy platforms.
Baumbick repeatedly refused to comment on the reports linking Ford to a partnership with Geely.
Ford’s rallying heritage
All five of the new vehicles are claimed by Ford to be ‘rally-bred’, drawing on its long history of off-road competition. It added that they will blend “thrill and adventure” with “control and precision.”
The decision to draw on its off-road heritage reflects a similar strategy Ford has taken with its US line-up in recent years. Based on the success of the revived Bronco, its more road-focused Bronco Sport sibling and Raptor variants of its pick-ups, the firm has focused on becoming "the Porsche of off-road".
Ford will use its rallying heritage to follow a similar path in Europe, believing that it will reinforce its history of producing cars with strong driving dynamics.
A senior source told Autocar that emphasising its traditional areas of strength and creating a unique differentiator from other brands is key to taking on aggressive new Chinese rivals with which Ford can't compete purely on price.
Ford has won 94 World Rally Championship events and four manufacturers’ titles with machines including the Escort 1800, Escort RS Cosworth, Focus WRC and Fiesta WRC. The firm continues to support British rallying specialist M-Sport’s Puma Rally1 entries.
Ford has long used its rallying links to push performance versions of its models. The RS badge is derived from Rallye Sport and it produces a Rally version of the Mustang Mach-E electric SUV. But the new plan is set to push its rallying heritage into a cornerstone of design and dynamics for all Ford models going forward.
Commercial vehicle arm pushing into services
Ford Pro, the firm’s commercial vehicle arm, has long been the main profit driver of its European operations, and in the future will push further into developing software-based services enabled by more advanced EVs.
In the first three months of this year, the number of paid subscriptions sold by Ford Pro rose 30% to 879,000, and it has set a target of 25% of its earnings coming from software and services in the future.
But it will also expand its product line-up, including the new Transit City electric van that has been developed with Chinese firm JMC.
Ford will also launch a new Super Duty variant of the Ranger pick-up, which is intended for use by emergency services and the military, and in heavy-duty industries such as forestry and mining. It can tow up to 4.5 tonnes, has a payload of close to 2.0 tonnes and features beefed-up suspension and extra underbody protection.
Ford has used the Super Duty badge in the US since 1999 for a range of extreme commercial variants of its F-Series pick-ups.
