Ford has nearly exited the small car segment in Europe, with the Fiesta and Focus nearing the end of their respective lines. Going forward, Blue Oval will sell SUVs, crossovers and trucks in the Old Continent, while plans to go fully electric by the end of the decade are still a work in progress.
Accordingly, Ford Europe said it would use the brand’s American heritage to appeal to European buyers.
“Our future models are more American, and from 2030 they will all be electric,” said Ford’s head of marketing in Germany, Christian Weingaertner. Automobilwoche at a press event, reported by European Automotive News.
Ford also introduced a new slogan as part of its marketing revamp. The new slogan is called the “Spirit of the Adventurous,” which, according to the company, epitomizes American values of “freedom, the outdoors, and adventure.”
Moreover, the company’s vehicles in Europe will come with new marketing claims. The Mustang will be marketed under the tagline “Wild Performance”, while the Puma crossover will be promoted as “Urban Escape”. The Explorer will be the brand claim to “Active Adventure” and the Ranger mid-size truck will be Ford’s “Ultimate Outdoor” model.
Ford’s lineup will expand with two electric models in 2024 on top of the upcoming electric Puma. The other EVs were initially classified as “mid-size crossovers” and “sport crossovers”. The former is said to be assembled at Ford Europe’s home in Cologne, Germany, and promises to deliver a range of 500 kilometers (311 miles) on a single charge. The latter is still a mystery today.
As mentioned, Ford of Europe will only sell electric cars from 2030. Ford will only sell plug-in hybrids and EVs in 2026, which will then lead to a complete shutdown of ICE at the end of the decade.
