When a company has been part of the European landscape for over a century, its commitment is measured not just in years, but in its vision for the future. That is how I see Ford. One of the first truly global companies, we have been part of the fabric of Europe for more than 100 years. We are the brand you grew up with, meaning many customers view us as homegrown, regardless of which country they are in. That’s what history means. We have been a constant on the roads here, a trusted partner in work and in life.

As we turn our attention to the future, I am genuinely excited to share the next chapter of our story in Europe. A story that builds on our passion for Europe and one that is anchored in our commitment to support the journey to electrification, while offering vehicles designed to thrill, unleash adventure and to empower business.

I was appointed to lead Ford in Europe with a clear mission: to evolve our strategy, accelerate the transformation of our product range and reignite the passion for our brand. Europe is the frontline of our industry’s global transformation. A region where new competitors are redefining cost and value, where regulation is demanding an accelerated path to zero emissions, and the pace of change is unrelenting. As our CEO Jim Farley has said, Europe remains a vital element of Ford’s global strategy, and how we choose to compete here will write the playbook for how Ford wins for the next generation.

Our blueprint for a thriving business in Europe is clear, ambitious and builds on our core strengths:

1. Extend our brand leadership in commercial vehicles and further strengthen Ford Pro.

For ten straight years, European businesses have made us their number one choice, and that is a responsibility we take seriously. This leadership is not by chance. We understand that for our customers, a van or a truck is more than just a vehicle — it’s an essential business partner and when it’s off the road, their business is not moving forward. This is what drives our focus on delivering best-in-class uptime, looking beyond the vehicle to an integrated ecosystem of data-driven software and services designed to boost commercial productivity for our customers. Leveraging our first-mover advantage we harness connected vehicle data and AI to provide foresight — actionable intelligence that predicts maintenance needs and prevents costly downtime. Our Ford Liive Uptime system is a prime example of this commitment. It’s focused on keeping their van, and therefore their business on track. Last year alone, Ford Liive Uptime system returned an estimated 820,000 days of productivity to our customers.

2. Reignite the passion for the Ford brand in Europe.

Ford is synonymous with affordable, fun-to-drive cars that capture the American spirit of thrill and adventure. We will unleash the power of the Blue Oval with a new generation of iconic cars boasting distinctive driving dynamics, authentic design DNA and intuitive experiences, rooted in the Ford brand. They will stand out in a sea of sameness and complement our current line-up. From the sharp styling and character of the Puma, our bestselling car in Europe, to the thrill of the Mustang GTD, Mustang Mach-E and our new electric icons built in Cologne, the Ford Capri and Explorer. Our eyes are firmly set on the future. Always pushing forward, knowing we must work hard to deliver the next generation of thrilling Ford vehicles to our customers. Where we choose to compete, make no mistake, we are playing to win!

3. Optimize our industrial operations in Europe

To win in today’s intensely competitive market, we need speed, agility and scale. We have, and will continue to, optimize our industrial operations, boosting efficiency and minimizing waste. Scale will be driven by strategic partners — combining forces to drive down costs, offering our customers more affordable vehicles. Today’s partnership with Renault Group, and the two new electric cars it enables, is just the first step. This partnership is a clever "how" that enables the exciting "what's next" for our customers. It allows us to accelerate our vision, using a proven architecture as a blank canvas for our world-class design and engineering teams to create from. These cars will be distinctively Ford — differentiated and designed with our customer’s needs at heart.

This is how we will compete and win. The beginning of a new era for Ford in Europe. We are doubling down on Ford Pro, growing our passion for passenger cars with a new generation of vehicles, and partnering smartly to accelerate our goals.

We know Europe and we know our customers, but building a vibrant automotive future in Europe is a team sport. We, and companies like us, will continue to invest and innovate, but we also need a policy environment that truly supports our industry and our customers. We have had to make incredibly difficult decisions to meet the requirements of EU legislation — from restructuring our business to closing facilities and reducing our workforce. We have played our part; now, governments must act decisively to secure the future of the EU automotive industry. This means enabling everyone to benefit from electrification and letting customers choose — whether that’s fully electric or hybrid vehicles. It is about making the transition more attractive and more affordable for all consumers and businesses, stimulating demand rather than stifling it.

This is more than just a business update. This is a promise to our employees, customers, and partners in Europe. While others have tapped out, we are betting on Europe — we are playing to win!

Jim Baumbick is President of Ford Europe