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Ford reconsiders full electric transition in Europe by 2030.



Ford made headlines in February 2021 when it announced plans to sell only electric passenger cars in Europe by 2030. However, due to slower-than-expected adoption of electric vehicles (EVs), the company is now revising its strategy. Ford of Europe’s General Manager Martin Sander stated that if there is strong demand for vehicles with combustion engines, such as plug-in hybrid vehicles, the company will continue to offer them alongside EVs into the next decade. Demand for EVs has been softer than originally estimated, prompting Ford to adjust its approach.

In recent years, Ford has been preparing for an all-electric passenger car lineup, leading to the discontinuation of several iconic models. The Mondeo, EcoSport, Fiesta, and S-Max/Galaxy minivan have all been phased out at various Ford production sites across Europe. The Focus is set to be discontinued in 2025, leaving Ford with gaps in its lineup. To fill these holes, Ford is introducing a fully electric version of the Puma subcompact crossover, the Puma Gen-E, and a zero-emission Explorer on Volkswagen’s MEB platform. Another Ford EV, potentially a badge-engineered version of the VW ID.5, is also set to debut soon.

While Ford is betting on EVs to drive its future, its decision to discontinue popular traditional models raises concerns. Competitors like the Volkswagen Group and Stellantis continue to offer a wide range of vehicles with combustion engines in Europe, providing consumers with more choices. Ford’s decision to focus on EVs may alienate customers who prefer hatchbacks, sedans, and wagons, as the Puma and Kuga are the only popular models remaining in its lineup. It remains to be seen how successful Ford’s electric vehicle strategy will be in the face of changing market dynamics.

In contrast to Ford’s all-in approach to electric vehicles in Europe, competitors like the Volkswagen Group and Stellantis continue to offer a diverse range of models with combustion engines. This includes small cars like the Polo, Ibiza, and Fabia, as well as larger vehicles like the Passat, Superb, and Tiguan. While Ford’s decision to discontinue traditional models may impact its market share, other brands are still catering to consumers who prefer gas-powered vehicles. Ford’s reliance on the success of EVs poses a significant risk, especially as demand for electric cars appears to be cooling down.

The decision to discontinue popular models like the Fiesta, Focus, and Mondeo in Europe signals Ford’s commitment to transitioning to an all-electric lineup. The company is banking on the success of EVs to drive its future growth, despite uncertainties surrounding consumer demand. By introducing new electric models like the Puma Gen-E and Explorer, Ford aims to capture a share of the growing electric vehicle market. However, the slower-than-expected adoption of EVs poses challenges for Ford as it navigates a changing automotive landscape.

While Ford is making bold moves towards electrification, the company’s decision to discontinue traditional models may alienate consumers who prefer gas-powered vehicles. Competitors like the Volkswagen Group and Stellantis continue to offer a wide range of options with combustion engines, providing consumers with more choices. Ford’s success in the electric vehicle market remains to be seen, as it faces challenges in adapting to changing consumer preferences and market dynamics. As Ford navigates the evolving automotive landscape, the company will need to carefully consider its strategy to remain competitive in the industry.

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