An evolution from a vehicle manufacturer into an indispensable productivity partner for businesses of all sizes.
Two new work-ready commercial vehicles.
Five all-new passenger vehicles.
All planned over the next three years.
That’s what we announced today at a special gathering of our European dealers and partners in Salzburg, Austria.
It’s a comprehensive product rollout and a vibrant new vision for the future of our company in Europe.
It’s also a renewal of our commitment to European drivers and businesses.
And our new European strategy is supported by our Ready Set Ford global brand platform. It focuses on the territories where we authentically play and differentiate: Build, Thrill and Adventure. Keep your eyes peeled for the first European campaigns under the Ready Set Ford banner launching this month.
So, what can you expect to see at Ford dealers across the next three years?
Ford Pro Evolves from Vehicle Maker to Productivity Partner for European Business
Ford Pro — Europe’s leading commercial vehicle brand for 11 years running 1 and the backbone of European business — is evolving to leverage software and services to maximise the return on every vehicle.
Ford Pro’s Uptime Services already use connected vehicle data and predictive intelligence to identify issues before they become problems. Today, more than 1.2 million European customers are connected, generating close to six million health signals a day. Last year alone, our connected services delivered nearly one million additional days of uptime for our customers.
Now we're extending these capabilities to small businesses for the first time. Through new Dealer Uptime Services we are elevating the dealer into a data-enabled productivity partner equipped with the insight, tools and connectivity to keep their commercial customers earning.
Every Ford dealer can now become a dedicated uptime manager — monitoring vehicle health, reaching out proactively, and prepping parts and workshops before the vehicle arrives. Our early pilots show repair times are cut by up to 50 per cent, with 80 per cent of repairs identified proactively. 2
For our customers, this means more uptime, more productive days, more revenue earned from every vehicle they own. For dealers, it means more service leads, stronger customer loyalty and a significant uplift in revenue potential.
Our best-selling Ford Pro lineup of vehicles is also growing, with two new vehicles designed for very different but equally demanding jobs.
Our new Ranger Super Duty is designed to tackle the most demanding work on earth — emergency services, forestry, mining and military.
It can tow up to 4.5 tonnes 3 and carry a near 2-tonne payload 4 with heavy-duty suspension, extra underbody protection and high ground clearance direct from the factory.
At the other extreme, operating in urban environments brings its own set of challenges, especially as Europe’s cities move in increasing numbers towards electric-only zones.
Our all-new Transit City 5 provides businesses that operate in these urban areas with a straightforward and cost-effective way to switch to electric vans.
The simple lineup keeps costs low with high standard specification and three body styles including a chassis cab for conversions. It arrives in showrooms later this year.
A New Era for Ford Passenger Vehicles in Europe
And what about our passenger vehicle lineup?
Ford has more than a century of racing heritage particularly in the world of rally, Europe’s native racing format. We are combining that off-road DNA with on-road performance to create rally-bred vehicles tailored to Europe.
Our new lineup will deliver multi-energy vehicles where thrill and adventure coexist with control and precision — built to handle the unique challenges of Europe’s alpine passes, cobblestoned streets, and winding roads.
By the end of 2029, we will launch five all-new passenger vehicles, made in Europe for Europe.
A new multi-energy member of the global Bronco family is a rugged compact SUV confirmed for production at Ford’s plant in Valencia, Spain, from 2028.
A new small electric hatch will combine distinct design with our signature driving dynamics to inject “race to road” capabilities into the B-segment.
A dynamic, fully electric small SUV will carry the same rally-bred design language and drive dynamics in an urban-friendly package.
And two additional multi-energy rally-bred crossover models will complete the new line-up by the end of 2029.
Our strategic partnerships are central to how we compete in Europe. We partner with the best to move with speed and scale, and we obsess over the product to deliver passionate, unmistakably Ford vehicles.
A Practical Path to Carbon-Free Mobility
At Ford, we’ve served European drivers and businesses for more than 100 years with cars, trucks and vans they love and improve their lives.
We’re committed to supporting customers on the journey to a zero-emission future, but when emissions targets are decoupled from the reality of consumer demand, the consequences are counterproductive.
In addition, “Made in Europe” rules must reflect the reality of integrated regional supply chains and the important role of regional partners.
“The fastest route to zero emissions is the one people will actually take.”Jim Baumbick, President, Ford in Europe
What Europe urgently needs is a regulatory framework that aligns targets with consumer choice and provides a realistic, reliable planning horizon. That’s why we are calling for a customer-first approach:
· Realistic Targets and the Right Charging Infrastructure: CO2 targets must reflect actual consumer demand and infrastructure reality. Forcing a transition faster than the market can move risks slowing the vehicle renewal rate – a critical factor in reducing emissions.
· A New Path: Legislation must support and encourage electrified technologies such as plug-in hybrids (PHEVs) and extended-range electric vehicles (EREVs), which offer a practical pathway to a fully electric future. These technologies enable families and businesses to begin reducing emissions today, maximising electric kilometres driven while the necessary charging infrastructure is built across Europe.
· Protection for Small Businesses:Around 10 per cent of new vans are electric as businesses struggle with charging infrastructure optimized for passenger vehicles and delays in gaining grid access for depots. Forcing aggressive targets on commercial vehicles acts as a tax on the plumbers, builders, and delivery drivers who power Europe’s economy.
The fastest route to zero emissions is the one people will actually take.
Jim Baumbick is President, Ford in Europe
1 Based on S&P Global Mobility sales data 2025. Austria, Belgium, Britain, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Spain, Sweden and Switzerland.
2 According to Ford calculations.
3 When properly equipped. Max towing varies based on cargo, vehicle configuration, accessories and number of passengers
4 Max payload varies and is based on accessories and vehicle configuration. See label on doorjamb for carrying capacity of a specific vehicle. Always properly secure cargo. Cargo and load capacity limited by weight and weight distribution.
5 Targeted range calculated through Ford internal testing. Up to 254 km targeted driving range based on full charge of Transit City. Homologated vehicle data will be provided closer to on-sale date. The declared WLTP fuel/energy consumptions, CO2 emissions and electric range are determined according to the technical requirements and specifications of the European Regulations (EC) 715/2007 and (EU) 2017/1151 as last amended. The applied standard test procedures enable comparison between different vehicle types and different manufacturers. Figures shown are for comparability purposes and should only be compared with other vehicles tested to the same technical procedures. Actual range varies due to factors such as temperature, driving behaviour, route profile, vehicle maintenance, lithium-ion battery age and condition.
