Overview
- Ford unveiled the Ready‑Set‑Ford campaign on Monday, May 18, and committed to launching five new passenger vehicles in Europe by the end of 2029.
- Two of the five passenger models will be battery electric—a B‑segment hatch and a small SUV built at Renault’s Douai plant—while the other three will be offered as multi‑energy cars including a Europe‑specific Bronco produced in Valencia from 2028.
- The company also announced two commercial additions: the heavy‑duty Ranger Super Duty now available and the all‑electric Transit City van due later this year with a targeted WLTP range of about 254 km.
- The shift follows a roughly $19–19.5 billion EV writedown and the end of a battery JV, and it reflects concern about weak EV demand and fast‑growing low‑cost Chinese rivals such as BYD.
- Ford is pressing European regulators for more flexible CO2 rules that recognise plug‑in hybrids and extended‑range solutions, and it plans to lean on Ford Pro connected services and manufacturing partnerships to lower costs and stabilise revenue.