Ford to launch seven models in Europe by 2029 to counter Chinese rivals

• Ford's European passenger car sales have collapsed dramatically - the company fell from selling over 1 million cars (4th place) a decade ago to just 426,000 cars (8th place) in the most recent year, managing only 0.1% sales growth while BYD grew nearly 270%
• The seven new models include five passenger cars (a small electric car and small electric SUV among them) and commercial vehicles like the Ranger Super Duty pickup and a fully electric transit van for urban areas
• Ford criticized Europe's EV regulations, arguing that 'CO2 targets must reflect actual consumer demand' and calling for support of plug-in hybrids and extended-range EVs, while simultaneously restructuring by closing its Saarlouis plant and cutting jobs in Germany

Ford to Launch Seven Models in Europe by 2029 to Counter Chinese Competition

Ford announced Monday it will introduce seven new models in Europe by 2029 as the automaker battles declining market share and intensifying competition from Chinese rivals. Five models will be passenger vehicles, including a small electric car and electric SUV, while two will be commercial vehicles.

Market Position Decline:

Ford's European presence has deteriorated significantly over the past decade. The company fell from Europe's No. 4 automaker selling over 1 million cars annually to eighth place behind Mercedes-Benz, with just 426,000 vehicles sold last year. Ford managed only 0.1% sales growth in Europe last year, while Chinese competitor BYD achieved nearly 270% growth.

Restructuring Efforts:

As part of its European restructuring, Ford has closed its Saarlouis plant in Germany and is cutting jobs at other facilities. The company remains strong in commercial vehicles, ranking among Europe's biggest brands in that sector, though Stellantis leads through combined brand sales.

Product Strategy:

Ford will immediately launch the Ranger Super Duty pickup truck targeting emergency services, forestry, mining, and military sectors. A fully electric transit van designed for urban areas will follow later this year.

Policy Criticism:

Ford's European president Jim Baumbick criticized the EU's electric vehicle push, stating "CO2 targets must reflect actual consumer demand." The company advocates for supporting plug-in hybrids and extended-range EVs rather than focusing exclusively on fully electric vehicles, emphasizing they "build vehicles for people," not regulatory mandates.

The strategy represents Ford's crucial attempt to regain relevance in Europe while Chinese automakers rapidly expand their continental presence.