Ford announced on Monday that it will bring seven new models to the European market by 2029 as the automaker seeks to reverse weak passenger car performance, confront intensifying competition from Chinese manufacturers and protect its position in the continent's commercial vehicle segment.
Of the seven planned introductions, five will be passenger cars. Ford said these will include a small electric car and a small electric SUV. The company also set out plans to expand its commercial lineup, offering vehicles intended for public service and urban logistics.
In a statement, Ford's European leadership criticised the current regulatory orientation toward full battery-electric vehicles. The company argued that CO2 targets should mirror actual consumer demand and urged policymakers to support plug-in hybrid vehicles and extended-range electric options rather than exclusively promoting fully electric models. "We don’t build vehicles to meet regulatory mandates; we build them for people," Jim Baumbick, Ford’s European president, said.
The product announcement comes amid a wider restructuring of Ford's European operations. In Germany, the company has closed its Saarlouis plant and is cutting roles at its Cologne factory as it reshapes its footprint on the continent.
Ford's passenger car market position has weakened markedly over the past decade. Industry data cited by the company show that roughly ten years ago Ford ranked fourth in Europe, with annual sales topping one million vehicles. Last year, Ford sold just over 426,000 cars in Europe and dropped to eighth place, falling behind Mercedes-Benz.
At the same time, Chinese automakers have expanded rapidly into Europe. The company highlighted that, while Ford managed sales growth of 0.1% in Europe last year, BYD's sales grew by nearly 270% and other Chinese entrants such as Chery are also increasing their presence.
Ford said it remains a major player in the commercial vehicle market in Europe, even as Stellantis leads in overall volumes through multiple brands. To reinforce that presence, Ford will immediately begin selling its Ranger Super Duty pickup in Europe, targeting applications such as emergency services, forestry, mining and military use. The company also plans to introduce later this year a fully electric Transit van designed for urban environments.
The announcement lays out Ford's dual strategy of new model introductions and operational restructuring as it navigates shifting market dynamics and regulatory debates in Europe. The company has positioned its product plans and policy stance as responses to both competitive pressures and evolving consumer preferences.
Impacted sectors: Automotive manufacturing, commercial vehicle fleets, and regulatory policy affecting vehicle electrification.