Ford of Europe said that it will use the brand's American heritage to appeal to European buyers.
"Our future models are more American, and from 2030 they will all be electric," Ford's marketing chief in Germany, Christian Weingaertner, told Automobilwoche in a press event.
Ford's marketing revamp also includes a new slogan. It is called "Adventurous Spirit," which, according to the company, stands for the American values of "freedom, outdoors, and adventure."
Moreover, the company's vehicles in Europe will come with new marketing claims. The Mustang will be marketed with a "Wild Performance" tagline, while the Puma crossover will be promoted as the "Urban Escape." The Explorer will be the brand's claim to "Active Adventure" and the Ranger midsize truck shall be Ford's "Ultimate Outdoor" model.
Ford's lineup will expand with two electric models by 2024 on top of the upcoming electric Puma. The other EVs are initially classified as a "Medium-size Crossover" and a "Sport Crossover." The former is said to be assembled at Ford of Europe's home in Cologne, Germany, and promises to deliver 500 kilometers (311 miles) of range on a single charge. The latter is still a mystery at this point.
In the meantime, Ford's smaller models with traditional engines are on their way out. Recently it was announced that the Fiesta B-class hatchback (by European classification) may stop production entirely in Germany in 2023. After that, in 2025, its representative in the C-segment, the Ford Focus, will follow suit. Instead of continuing to produce ICE cars, Ford will start making electric models based on Volkswagen's MEB platform.
Source: Automotive News Europe
