Initially, Ford declared in February 2021 that their European portfolio would completely transition to electric passenger cars by 2030. However, current market forces and consumer behavior have led them to amend this plan. According to Martin Sander at the summit, "If we see strong demand, for instance for plug-in hybrid vehicles, we will offer them." This revised strategy now opens up the possibility for continued sales of combustion engine models well into the next decade.
This pivot comes as several industry insiders note a cooling demand for EVs across the market. Despite the allure of environmental benefits and innovations in technology, customers are not adopting electric vehicles as quickly as expected. Competing automakers such as Volkswagen Group and Stellantis still offer a range of gas-powered options which may appeal to buyers not yet ready transition to electric vehicles.
Ford’s European lineup has seen significant changes including ending production on several models such as the Mondeo in April 2022 and most recently the Fiesta in July 2023.
Additionally, Ford has phased out several other models globally over recent years including discontinuing all sedans like Fiesta and Focus from its U.S. lineup amid changing consumer preferences towards SUVs and trucks.
Looking ahead, Ford is preparing to launch new models including an all-electric Puma Gen-E later this year and a zero-emission Explorer SUV by June, signaling its ongoing commitment to expanding its EV range despite market uncertainties.
Source: Automotive News
