From the gray mouse to the American Way

We rarely hear such honest words from a car manufacturer. “Ford is the gray mouse among European car brands,” admits Christian Weingärtner, 40, Ford Germany, Austria and Switzerland Managing Director. And he adds: “We’re always a little bit cheaper, but we’re also interchangeable.”

To change this image, Ford is making meticulous cuts. Boring and replaceable models are disappearing. After the mid-range sedan Mondeo, the popular minivans S-Max and Galaxy, as well as compact and small cars Focus and Fiesta will no longer be available in the future. Almost all models produced primarily for European markets by Ford Europe, headquartered in Cologne (Germany), are disappearing for this reason. What remains is the brand’s American core, with legendary models like the Mustang and Bronco, large SUVs like the Explorer and pickup trucks like the Ranger.

broad-legged Americans

This return to its American roots is a key component of the repositioning of the Ford brand in Europe. No more European restrictions, it’s time for American self-confidence and proud breasts. “In the US, Ford legs appear open and pointed. We want to cut a slice of it for Europe and be more Ford again.” But for Weingärtner, it means not relying on pomp and luxury. “Ford is not premium. Ford is simple and honest.”

Americans are considered a brand of entertainment and adventure. The F-150 pickup truck, which is the best-selling car in the USA, has contributed a lot to this reputation. But the Mustang also represents the American sense of freedom. Americans are radically changing the model range in Europe in order to represent these values ​​​​in Europe in the future and poaching on the territory of rival Jeep.

For street or land

In the future, the focus will be on the image carriers Mustang and Bronco. They should arouse the emotions and make the Ford look cool. On the road, the Mustang and its electric sibling, the Mach-E GT, invite you on road trips and want to impress with their performance. With the smaller SUVs Puma and Kuga announced to replace the Fiesta, the Stromer is a sensible street alternative. The Bronco and Ranger represent off-road adventures, while the Explorer caters to more moderate off-road riders. Here, too, an additional electrified model will arrive in the medium term, and the Bronco and Ranger will also be electrified in the next few years.

Three new Stromers by 2024

With the new Mustang and Bronco introduced last fall, Ford is once again relying on internal combustion engines. But the future of Americans is electricity. “We want to say goodbye to the combustion engine with full dedication,” says Weingärtner. “From now on, we will electrify these icons as well. The F-150 Lightning proves we can bring icons as electric cars!» Ford wants to offer at least one plug-in hybrid or one electric car in every series from 2026. By 2024, three new electric cars are planned, which will be based on the MEB modular electric construction kit from cooperation partner VW. But they should not be a copy of the VW ID family. “It should be an exciting electric car like the Mach-E,” explains Weingärtner. “There are enough boring electric cars already.”

Weingärtner realizes that the new Ford strategy will cost customers. Not every Fiesta, Focus and Galaxy customer wants to upgrade to an SUV. “But we have a good customer base – and we’re going to gain new customers with new strategy and new models, especially the Bronco,” the Ford boss says confidently. In the end, customers decide whether Ford’s new American style will be a stalemate or a path to success.