Ford Europe outlines strategy to compete with growing EV market

Ford Europe has unveiled a series of plans to transform its business in order to compete in the growing electric vehicle market.

The company outlined actions that will revitalize its business in Europe and will enable Ford to profitably compete with a new line-up of iconic passenger vehicles, while also extending Ford Pro’s position as the best-selling brand in the commercial vehicle sector.

“We are completely reinventing the Ford brand in Europe. Unapologetically American, outstanding design and connected services that will differentiate Ford and delight our customers in Europe”, said Martin Sander, General Manager of Ford Model e in Europe. “We are ready to compete and win in Europe. Our first European-built electric passenger vehicle is being introduced this spring and will surely turn heads.”

The actions align Ford’s product development organization and administrative functions in Europe, with a smaller, more focused, and increasingly electric product portfolio. The plans include the elimination of approximately 3,800 jobs, creating a leaner, more competitive cost structure for Ford in Europe. Ford will now engage in consultation with its social partners across Europe with the intent to achieve the reductions through voluntary separation programs.

“Paving the way to a sustainably profitable future for Ford in Europe requires broad-based actions and changes in the way we develop, build, and sell Ford vehicles. This will impact the organizational structure, talent, and skills we will need in the future,” said Martin Sander, General Manager of Ford Model e in Europe.

By 2025, Ford plans to resize its European engineering footprint, resulting in 2,800 fewer jobs. These changes are driven by the transition to fully electric powertrains and reduced vehicle complexity. Ford will maintain an engineering organization of approximately 3,400 roles in Europe, focused on vehicle design and development, as well as the creation of connected services.

Meeting customer expectations in a connected world

Ford’s transformation is designed to continue to deliver on our customers’ expectations of outstanding vehicle design and quality and increasingly serve customers with connected vehicle technology and services.

Ford is the number one commercial vehicle brand in Europe, leading the industry for the past eight years. To meet the evolving needs of commercial customers around the globe, Ford has established a global commercial vehicle Centre of Excellence in Dunton, UK, focused on helping businesses accelerate productivity and sustainability with a range of world-class all- electric vehicles supported by Ford Pro’s ecosystem of software and services.

Ford in Europe will also continue to invest in the design and development of electric passenger vehicles, meeting consumer demand while at the same time targeting carbon neutrality across its European facilities, logistics and key suppliers by 2035.

“We are committed to our customers in Europe. Ford is focused on delivering an exceptional customer ownership experience, with outstanding digital services and connectivity, ensuring their daily mobility needs are exceeded,” said Sander.

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