Ford’s European presence should benefit more from the position of the only mainstream American carmaker on the old continent.
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The offer of classic American cars on the European market has thinned significantly in recent years, at least in terms of official representation. Of course, we have a Jeep here, which is focused mainly on SUVs and offroads, and many will of course resemble Tesla, but here we get a bit of thin ice with the name “classic mainstream car manufacturer”.
In a way, Ford is in a unique position, which, according to Stuart Rowley, the head of the brand’s European representation, should use more in the future. Moreover, this consideration comes at a time when Ford’s European offering is undergoing major changes.
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Ford has had a very specific offer for European markets for a long time, but it is starting to change significantly. Today, for example, we already know that the classic Mondeo will soon be over. The new Puma crossover then took over the Fiesta’s position in some markets as the best-selling model. Not to mention the plans for complete electrification of the brand by 2030.
“You will see how Ford’s portfolio in Europe is changing with our continued shift to USV growth,” colleagues at the British Autocar quote Rowley from this year’s Financial Times Future of the Car conference. He also added that in the future we will see a more differentiated and sophisticated portfolio of cars with electrified drives at Ford.
During his speech, Rowley did not forget to mention the success of the Ford Mustang model, which officially returned to Europe in the last decade and has been defending its position as the world’s best-selling sports coupe for several years. Perhaps even more important for Ford is the use of a well-known name in the field of electrification. The Mustang Mach-e electric SUV is also going to Europe.
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In addition to the Mustangs, however, the common model for Europe and the USA is the Ford Explorer, one of the most popular SUVs overseas, which is imported to the old continent exclusively as a plug-in hybrid model. “We have launched Ford Explorer sales in selected markets and sales are decent. It’s a completely different product, not for everyone, but there are also customers who love it, “said Rowley.
It is precisely with models such as the Explorer and Mustang that Ford’s unique position stands out. “Ford is now the only American brand in Europe and this is a unique position we can build on. Many people are attracted to some of these characteristics, and Ford is the only one that can launch such models, ”added Rowley.
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He also recalled the success of the Ranger Raptor model, a powerful pick-up (not only) for European markets, which is a smaller sibling of the popular American pick-up F-150 Raptor. The carmaker probably had no idea how popular the model would become on the European market.
However, Rowley points out that further imports of American models into Europe will not be the easiest. In addition to more demanding transport, which is also reflected in prices, imports will be complicated by a strict European policy on CO2. Probably that’s why Ford doesn’t plan to sell the Bronco model on the old continent, which has thrilled the crowds in the USA.
However, the situation could change with the gradual electrification of supply. The Ford Bronco is likely to see an electric version, as Jim Farley’s CEO recently suggested. Plug-in hybrid or pure electric models could then make traveling to Europe much easier.
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