In February 2021, Ford announced that it will sell only electric passenger cars in Europe from 2030. But slower-than-expected adoption of electric vehicles (EVs) is forcing the company to revise its original plan. Their new strategy does not rule out sales of vehicles with internal combustion engines in the next decade as well, if demand is sufficient.
Speaking at the Financial Times Future of the Car event in London, Ford's managing director for Europe, Martin Sander, said that internal combustion engines could "live on" well into the 2030s: "If we see strong demand, for example for vehicles plug-in hybrid, we will offer them.” Sander acknowledged that demand for EVs is weaker than Ford initially estimated.
Next year, the last Focus will roll off the assembly line in Saarlouis, Germany. Martin Sander already told Autocar at the beginning of this month that the decision to stop production of the Focus model in 2025 is final. Meanwhile, the former star of Ford's range is still available in three body styles: hatchback, sedan and station wagon.
How does Ford fill these gaps in its devastated European lineup?
A fully electric version of the Puma subcompact crossover will be presented later this year. The Puma Gen-E will be assembled at the company's factory in Craiova, Romania. The all-electric Explorer on Volkswagen's MEB platform will start production in June at the Cologne plant.
While rivals are still loyal to traditional vehicles, Ford is taking risks with its aggressive electrification strategy. But with demand for electric cars cooling off, questions are being raised about the wisdom of the move. Consumers looking for gas-powered vehicles still have plenty of competition to choose from. Where does that leave Ford? Although the Puma and Kuga (Escape in the US) are popular products, buyers interested in hatchbacks, sedans and wagons will have to look elsewhere.
