Ford Motor announced on Monday that it will build a compact Bronco SUV at its plant in Valencia, Spain, with production scheduled to begin in 2028. The move is part of a wider European product strategy that calls for seven new models to be launched in the region by the end of 2029.
The program, unveiled at a dealer gathering in Salzburg, Austria, covers five passenger vehicles and two commercial models. Ford said the passenger-vehicle group will be produced in Europe for European customers and will include the compact Bronco, an electric hatchback, a small electric sport utility vehicle, and two crossover models that will be offered with multiple energy options.
Ford Pro, the company’s commercial vehicle division, will introduce two new models in the lineup: the Ranger Super Duty pickup and the Transit City electric van. Ford said the Ranger Super Duty combines payload and towing capability into a single 8-tonne figure for combined payload and towing, and is able to tow up to 4.5 tonnes.
Industry observers note the Bronco has had limited distribution in Europe historically; the model gained stronger traction in North America after Ford reintroduced it. The announcement signals an attempt to broaden the vehicle’s geographic footprint by adapting it into a compact variant that will be assembled on the continent.
Ford’s European market share has fallen sharply over the last decade, according to figures from the European Automobile Manufacturers' Association. The company’s share slipped from nearly 9% in 2010 to below 3% last year. Ford previously retired models such as the Fiesta and Mondeo, consolidated manufacturing capacity, and trimmed its dealer network in Europe.
Jim Baumbick, President of Ford in Europe, said Ford Pro is the backbone of the company’s business in the region. Ford Pro has led Europe’s commercial vehicle market for 11 consecutive years, the company said, citing S&P Global Mobility sales data.
On the services side, Ford reported that worldwide paid software subscriptions rose 30% to reach 879,000 in the first quarter of 2026, and that the business is delivering gross margins above 50%. The company has set a target for software and services to account for 25% of Ford Pro’s earnings before interest and taxes.
Ford also highlighted its connected services footprint in Europe, where it operates services for more than 1.2 million customers and receives roughly six million vehicle health signals per day.
In recent corporate moves, Ford established a joint arrangement with Renault in December to build affordable electric vehicles, and it has held discussions with Zhejiang Geely Holding Group about sharing manufacturing capacity in Europe. Earlier in the year, Ford committed up to c4.4 billion ($5.1 billion) to reduce debt and support restructuring at its German unit.