Ford is going back on the attack in Europe with seven new models, a fresh focus on electric vans and a new range of rally-inspired cars designed to put a bit of fun back into the brand.
Ford’s UK sales are down 1.69 per cent so far this year as Chinese brands squeeze established car makers and take over their retailers.
Now the American giant has laid out a major three-year plan for Europe, with five all-new passenger cars due by the end of 2029 and two new commercial vehicles arriving as it looks to keep hold of its market-leading position with van buyers.
The new strategy is called Ready-Set-Ford – in plain English, that means Ford wants to remind people what it thinks it does best: tough work vehicles, fun-to-drive cars and outdoorsy adventure machines.
The biggest news for car buyers is that Ford is planning a new European line-up with a strong nod to its rally past. The company says it will use more than a century of racing know-how, especially from rallying, to create what it calls “rally-bred vehicles tailored to Europe”.
That means cars designed for the sort of roads unique to Europe, from tight city streets to twisty country lanes and alpine passes. The plan starts with a new member of the Bronco family, a rugged compact SUV that will be built at Ford’s Valencia plant in Spain from 2028. It will be a “multi-energy” model, so expect a plug-in hybrid powertrain.
Also on the way is a new small electric hatchback, which Ford says will bring its driving feel to the B-segment – this is likely to be the first fruits of Ford’s new relationship with Renault and possibly the return of the Fiesta badge on a Renault 5-based car.
A small electric SUV will follow with the same rally-style design language, while two more multi-energy crossovers will complete the new range by the end of 2029.
Ford is also leaning heavily on vans, which have been the backbone of its European business for years. Ford Pro has been Europe’s best-selling commercial vehicle brand for 11 years running, according to the company, and Ford now wants to move beyond simply selling vans and pickups.
“Ford Pro is the backbone of our European business,” said Jim Baumbick, president, Ford in Europe. “We don’t just sell vans and pickups, we deliver an integrated ecosystem of vehicles, software and services. Our vehicles lead the market, and around them we’ve built a productivity accelerator our competition cannot match. For our customers, that’s not just transportation, it’s a better return on investment.”
That could make a big difference to small firms. Ford says more than 1.2 million commercial customers in Europe are now connected through its vehicle systems, sending close to six million vehicle health signals every day.
That data is being used to help spot problems before they become breakdowns, while Ford says its connected services gave customers almost one million extra days of vehicle uptime last year. Its new Dealer Uptime Services will allow dealers to act more like vehicle health managers, with early trials showing repair times cut by up to 50 per cent, and 80 per cent of repairs spotted before the vehicle arrived at the workshop.
On the van front, a new Transit City is likely to be the one to watch for towns and cities. It is an all-electric van aimed at fleets working in busy urban areas, particularly as more cities tighten their rules on diesel and petrol vehicles. Ford says it will keep things simple with one high standard specification, three versions including a chassis cab, and a targeted driving range of up to 158 miles. It arrives in showrooms later this year.
At the other end of the scale is the new Ranger Super Duty, a heavy-duty version of Ford’s pickup aimed at emergency services, forestry, mining and military buyers. It can tow up to 4.5 tonnes and has a near two-tonne payload, with tougher suspension, extra underbody protection and more ground clearance.
“European governments and [vehicle] convertors serving the defence industry are increasingly looking for off-the-shelf vehicles that deliver the extreme capabilities required by the military,” Baumbick said. “Ranger Super Duty is the right vehicle for the job. It’s the most capable Ranger ever built, creating a new heavy-duty truck segment in Europe. It’s available at scale, straight from our factory.”
Ford also used the announcement to call for a more flexible route towards lower-emission motoring in Europe. It says charging infrastructure, customer demand and commercial vehicle needs all must be considered, rather than relying only on strict emissions targets.
The company is calling for more support for plug-in hybrids and extended-range electric vehicles, arguing that both can help drivers and businesses cut emissions while public charging continues to grow.
“We don’t build vehicles to meet regulatory mandates; we build them for people,” Baumbick said. “The fastest route to zero emissions is the one customers will actually take. We can accelerate emissions reductions today with hybrid technologies that let customers drive electric whenever they can.”
For a brand that has dropped some famous names from European showrooms in recent years, including the Fiesta, Focus and Mondeo, this feels like a clear attempt to reset the story. Ford says the next chapter will mix electric cars, plug-in hybrids, vans, software and a bit of rally sparkle.
Best electric cars 2026: The top 13 EVs on the market
I got behind the wheel of the new Volkswagen ID. Polo GTI – here’s my verdict
A plug-in hybrid from just £26,995 – and yes, it’s Chinese
Aion V review — this new electric SUV feels far more premium than its price suggests
Meet the classic car fans who’ve gone all-electric
The 13 best electric cars in 2026
I got behind the wheel of the new Volkswagen ID. Polo GTI – here’s my verdict
