by Ford’s revival plan in Europe: five new models by 2029
Ford’s European business has been shrinking faster than a waistline after medication in recent years. Now the company plans a comeback, and the key to success appears to be a “rally” style and handling, the Bronco SUV, the revival of the Fiesta, and a direct fight against rapidly growing Chinese automakers such as BYD, which are flooding Europe with affordable electric vehicles and hybrids.
This week, the company confirmed plans to launch five new passenger cars in Europe by 2029, including the Bronco SUV, which takes on the appearance and character of the American version but is a completely different model. In the sole teaser image, the European Bronco on the left looked suitably tall and boxy. It will be produced at Ford’s plant in Valencia, Spain, from 2028, offering various types of powertrains.
Revival of the Fiesta and new crossovers
Before buyers can get the Bronco, Ford will launch a new small electric hatchback that will almost certainly revive the Fiesta name. It will be based on the AmpR Small platform and chassis from the Renault 5, and will be joined by a related electric crossover, which is effectively Ford’s answer to the Renault 4 and a replacement for the current Puma Gen-e. Both models will be built by Renault.
Two additional crossovers on multi-energy platforms are also being developed and will arrive in showrooms by 2029. One is believed to replace the petrol-powered Puma, while a larger one will take on the role of the current Kuga. The manufacturer did not detail the powertrains, but they are likely to be mild hybrids and plug-in hybrids. Finally, Europe will also get the rugged, work-ready Ranger Super Duty, which is already available in Australia.
Why Ford can’t win the price war
So why such a big push? Ten years ago, Ford was among the largest automakers in Europe. Today, its position has significantly deteriorated after abandoning iconic names like Fiesta and Focus and betting on VW-based electric SUVs and crossovers like the Explorer and Capri. Meanwhile, brands like BYD have burst into Europe with aggressively priced electric vehicles and rapidly growing sales.
Instead of trying to outmaneuver China on pricing, which it knows it can never do, Ford’s strategy appears to be focused on individuality – something CEO Jim Farley has already spoken about. The company says every new passenger model will have a “rally” character, inspired by decades of success in the World Rally Championship with icons like the Escort RS Cosworth, Focus WRC, and Fiesta WRC.
Ford of Europe chairman Jim Baumbick told Autocar magazine that the company is committed to delivering unmistakable Ford driving dynamics, even when using partner platforms from companies like Renault.
“We’re not just here to compete; we’re here to play to win,” he said.
Doubts about aggressive EV mandates
The company is also openly questioning Europe’s aggressive EV mandates.
“We don’t build vehicles to meet regulatory requirements; we build them for people,” Baumbick said. “The fastest path to zero emissions is the one customers will actually take. We can accelerate emissions reductions today with hybrid technologies that allow customers to drive on electricity when possible.”
Whether rally nostalgia alone can stop Ford’s decline in Europe remains unclear. But doing nothing is not an option, and making the most of its heritage – something Chinese rivals lack – seems like a good idea.
Ultimately, Ford’s strategy bets on an emotional connection with the buyer, rather than dry price competition. While Chinese brands offer technology and affordability, the American manufacturer is trying to use its rich motorsport history to create the impression of a “real car” with character. However, whether this will be enough to convince European buyers, who are increasingly paying attention to price and equipment, only time will tell. Especially given that the partnership with Renault and the use of their platforms may raise questions about the uniqueness of future Ford models.
