Ford’s Ready‑Set‑Ford Strategy: How 7 New Models Aim to Revive Its European Business by 2029

The overall goal is to create a “sustainably profitable” European operation after years of restructuring and declining passenger‑car sales.

The seven new vehicles Ford plans for Europe

Ford has announced plans to launch seven new vehicles in Europe by the end of 2029, consisting of:

• Five passenger models
• Two commercial‑vehicle variants

While the complete official lineup has not been publicly confirmed, several vehicles or segments have been identified in reports and company announcements.

Bronco SUV

One of the most prominent models is a new Bronco‑family SUV, planned for production at Ford’s Almussafes plant in Valencia, Spain, with production expected to start around 2028.

The Bronco plays a strategic role:

• It reinforces Ford’s off‑road brand identity in Europe.
• It provides a higher‑margin SUV in a popular segment.
• It gives the Spanish factory a new flagship vehicle after earlier restructuring concerns.

Ford has positioned this new generation of passenger vehicles as blending off‑road DNA and rally‑inspired driving character, which fits the Bronco’s image‑building role in the lineup.

Small electric hatchback

Ford also plans to return to the European supermini segment with a small electric hatchback designed for city buyers. Reports suggest this model could revive a well‑known Ford small‑car nameplate, though the final model details are not fully confirmed.

The strategic importance of this car is significant:

• Small hatchbacks remain one of Europe’s most competitive segments.
• Affordable EVs are becoming essential as regulators tighten emissions rules.

Small electric SUV

Another planned passenger vehicle is expected to be a small electric SUV, targeting one of Europe’s fastest‑growing vehicle categories.

Two commercial vehicles

Ford’s commercial‑vehicle pillar includes at least two new work‑focused models, such as:

• Ranger Super Duty, an expanded version of Ford’s pickup platform aimed at heavy‑duty professional use.
• Transit City, an all‑electric van designed for urban commercial fleets.

These vehicles reinforce Ford’s position in Europe’s van and fleet markets, where it already holds strong market share.

The Renault partnership and EV development

A key part of the strategy is Ford’s new partnership with Renault Group.

Under this agreement:

• Ford and Renault will jointly develop two Ford‑branded electric vehicles.
• The vehicles are expected to use Renault’s Ampere EV platform.
• The first models are expected to reach showrooms around 2028.

The partnership is designed to reduce development costs and speed up EV launches in Europe, where competition from Chinese manufacturers and established European brands has intensified.

Why Ford is pushing hybrids as well as EVs

Unlike some automakers that have committed to all‑electric lineups, Ford’s European strategy emphasizes “multi‑energy” vehicles, meaning a mix of hybrid and battery‑electric powertrains.

There are several reasons for this approach:

• EV adoption varies widely across European countries.
• Charging infrastructure and affordability remain uneven.
• Many customers still prefer hybrids during the transition away from gasoline engines.

By offering both hybrids and EVs, Ford hopes to keep selling electrified vehicles even in markets where full EV adoption is slower.

Why Ford is making this strategic reset

The new strategy comes after a difficult period for Ford in Europe.

In recent years the company has faced:

• Shrinking passenger‑car sales and a reduced product lineup.
• Growing competition from Chinese automakers, especially in electric vehicles.
• Market‑share declines and financial losses in the region.

Ford’s plan is to reverse this trend by:

• Re‑entering high‑volume segments such as small hatchbacks and compact SUVs.
• Doubling down on profitable commercial vehicles.
• Reducing EV development costs through partnerships.

If the strategy succeeds, Ford hopes to rebuild market share while turning its European division into a sustainably profitable business by the end of the decade.