Ford has just announced plans to launch seven new models in the European market between now and 2029 to revive declining sales, counter increasing competition from Chinese brands, and maintain its position in the commercial vehicle segment.
Ford launches 7 new models in Europe.
Jim Baumbick, President of Ford Europe, said the company aims to increase its market share in an increasingly fragmented market with a growing number of competitors. He stated, "We want to increase our market share in a market that is almost completely divided by so many competitors. Ford needs to stand out from the crowd."
The Ford Fiesta could return to the European market in an all-electric configuration. This model is expected to be developed on the Ampere platform currently used for the Renault 5 E-Tech, following the announcement of a strategic partnership between Ford and Renault at the end of 2025.
According to the plan, five of the seven new models will be in the passenger car segment. The product range includes a small all-electric hatchback and a small all-electric SUV, both manufactured at Renault's plant in northern France, which uses the automaker's technology platform.
The remaining three models will be SUVs offered in both hybrid and all-electric versions, helping Ford meet the diverse needs of consumers amidst a slower-than-expected transition to electric vehicles in Europe.
Ford's major challenge in Europe
In addition to introducing new products, Ford also criticized Europe's electric vehicle promotion policies. The company argued that CO₂ emission reduction targets should reflect the actual needs of consumers rather than focusing solely on purely electric vehicles.
The new product plan comes as Ford is restructuring its operations in Europe. The company has closed its Saarlouis plant in Germany and cut staff at its Cologne facility.
According to Ford, policymakers should support both plug-in hybrid (PHEV) and extended-range electric vehicle (EREV), rather than prioritizing purely electric vehicles. The new product plan comes as Ford is restructuring its operations in Europe. The company has closed its Saarlouis plant in Germany and cut staff at its Cologne facility.
About a decade ago, Ford was the fourth-largest car manufacturer in Europe, selling over 1 million vehicles annually, according to data from the European Automobile Manufacturers Association. However, last year, sales dropped to just over 426,000 vehicles, causing Ford to fall to eighth place in the market, behind Mercedes-Benz.
In 2025, Chinese automakers are rapidly expanding their presence in the European market, with BYD's sales increasing by nearly 270%, while Chery is also stepping up its strategy to penetrate the regional market.
While Ford projected a 0.1% increase in sales in Europe in 2025, Chinese automakers are expanding their presence rapidly. BYD's sales in this market have increased by nearly 270%, while Chery is also aggressively pursuing its regional market penetration strategy.
Ford is stepping up its commercial vehicle and defense partnerships.
Despite facing difficulties in the passenger car segment, Ford has maintained its position as one of Europe's leading commercial vehicle brands, although Stellantis Group's overall sales are higher due to its ownership of multiple brands.
The Ford Ranger Super Duty pickup truck will be launched in the European market, which is geared towards serving rescue forces, forestry, mining, and the military.
Along with its new product strategy, Ford announced it will immediately launch the Ford Ranger Super Duty pickup truck in Europe. This model is geared towards serving rescue forces, forestry, mining, and the military.
Notably, as many automakers seek opportunities in the rapidly growing defense sector, Ford says several governments in Europe and North America have proactively contacted the company to discuss potential collaborations.
Earlier this year, Ford launched the all-electric Transit City van and is expected to continue launching a new all-electric transport van designed specifically for urban environments.
Additionally, Ford has confirmed that it will launch a new all-electric van designed specifically for urban environments later this year, further expanding its portfolio of zero-emission commercial vehicles.