BONUS: Electric Cars Broke Ford in Europe — Can They Save It Too?
Sep 22, 10:47 AM
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Ford once set the standard for family and fleet vehicles in Europe, but strategic missteps—including delayed model launches, over-reliance on partnerships, and poor pricing decisions—have led to a dramatic decline in market relevance. With Chinese EV brands capturing share through agility and affordable pricing, Ford’s premium electrification approach has missed critical mass-market opportunities.
Welcome back to EV News Daily, and welcome to a special bonus edition of the podcast looking at the future of Ford in Europe.
There was a time when it seemed every second driveway in Britain and Germany had a Ford. School runs in Fiestas, morning commutes in Focuses, and the blue oval found pride of place in government fleets and police motor pools. I remember the UK tabloid newspapers would talk about Mondeo-man as a shorthand for the average guy.
Ford’s grip on Europe’s roads was so firm that, for twelve years straight, the Fiesta reigned supreme as the UK’s favourite car—a symbol of trust and accessibility on a continental scale.
Today, Ford's European operations face a critical juncture where electric vehicles represent both the company's greatest challenge and its most viable path to salvation. The American automaker finds itself struggling with declining market share, factory closures, and former management missteps that have left it vulnerable to Chinese competition and disconnected from EV buyers.
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