Ford Europe has outlined an ambitious new strategy for its future in Europe, revealing plans for a major product and technology rollout over the next three years aimed at both commercial and passenger vehicle customers. At the centre of the company’s new direction is the global “Ready Set Ford” brand platform, which focuses on three key areas the company believes define the Ford brand: Build, Thrill and Adventure. The first European campaigns under the new branding will begin this month. A major focus of Ford’s European strategy is the continued expansion of Ford Pro, which the company says is evolving from a traditional commercial vehicle manufacturer into a full productivity and services platform for businesses.
Ford Pro already leads the European commercial vehicle market and is increasingly centred around connected software, fleet management tools, and predictive servicing technology designed to maximise vehicle uptime for customers. Ford says more than 1.2 million connected Ford Pro vehicles are now active across Europe, generating millions of daily vehicle health signals that help identify issues before breakdowns occur. The company is also introducing new Dealer Uptime Services, allowing Ford dealers to proactively monitor vehicle health, prepare parts in advance, and reduce repair times for business customers. According to Ford, early testing has shown repair times can be reduced by up to 50 per cent.
Alongside its software push, Ford also confirmed two major additions to its commercial vehicle lineup. The first is the new Ford Ranger Super Duty, an extreme heavy duty version of the Ranger pickup aimed at sectors such as emergency services, forestry, mining, military, and industrial operations. Ford says the new model can tow up to 4.5 tonnes and offers a combined payload and towing capability of up to eight tonnes. Ford also unveiled the new Ford Transit City, an all electric urban van designed specifically for businesses operating in low emission or electric only city zones. The company says the Transit City has been developed as a simple and cost effective EV solution for urban fleets and small businesses.
Ford’s passenger vehicle plans for Europe were also outlined, with the company confirming five new models due before the end of 2029. These will include a new compact member of the Bronco family built in Valencia, Spain, alongside several new electric hatchback, SUV, and crossover models inspired by Ford’s rally heritage and designed specifically for European roads and driving styles. The company says its future passenger cars will combine performance, adventure, and electrification while retaining traditional Ford driving dynamics.
Ford also used the event to call for a more flexible approach to Europe’s transition towards zero emission mobility. Company executives argued that EV targets must better reflect real world consumer demand and charging infrastructure readiness, particularly for small businesses relying on commercial vehicles. Ford says technologies such as plug in hybrids and extended range electric vehicles should continue to play a role in reducing emissions while Europe’s charging infrastructure develops further.
Speaking at the event, Jim Baumbick said Ford’s focus remains on building vehicles customers genuinely want to buy rather than simply responding to regulations.
“We don’t build vehicles to meet regulatory mandates. We build them for people,” he said. “The fastest route to lower emissions is the one customers are actually willing to take.”
Ford believes the combination of connected commercial vehicles, new electrified passenger cars, and strategic partnerships will help strengthen its position in the increasingly competitive European market over the coming years.
