Ford is resetting its European car and van business with a new lineup of rally-bred vehicles and a renewed focus on electric vans. The American automaker has unveiled a three-year plan, called Ready-Set-Ford, which includes five all-new passenger cars by the end of 2029 and two new commercial vehicles. This strategy aims to counter the growing pressure from Chinese brands, which have eroded Ford's UK market share by 1.69 per cent so far this year.
Rally-Bred Passenger Cars
The biggest news for car buyers is Ford's plan to introduce a new European lineup inspired by its rally heritage. The company says it will leverage over a century of racing expertise to create "rally-bred vehicles tailored to Europe." These cars are designed for European roads, from tight city streets to twisty country lanes and alpine passes. The first model will be a new member of the Bronco family: a rugged compact SUV built at Ford's Valencia plant in Spain from 2028. It will be a multi-energy model, likely featuring a plug-in hybrid powertrain.
A new small electric hatchback is also on the way, which Ford says will bring its driving feel to the B-segment. This could be the first result of Ford's new partnership with Renault, potentially reviving the Fiesta badge on a Renault 5-based car. A small electric SUV with the same rally-style design language will follow, along with two more multi-energy crossovers due by the end of 2029.
Van Business Boost
Ford is also leaning heavily on vans, which have been the backbone of its European business for years. Ford Pro has been Europe's best-selling commercial vehicle brand for 11 consecutive years. The company now aims to move beyond selling vans and pickups, offering an integrated ecosystem of vehicles, software, and services. According to Jim Baumbick, president of Ford in Europe, "Ford Pro is the backbone of our European business. We don't just sell vans and pickups, we deliver an integrated ecosystem of vehicles, software and services."
More than 1.2 million commercial customers in Europe are now connected through Ford's vehicle systems, sending nearly six million vehicle health signals daily. This data helps spot problems before they become breakdowns, and connected services gave customers almost one million extra days of vehicle uptime last year. Ford's new Dealer Uptime Services allow dealers to act as vehicle health managers, with early trials showing repair times cut by up to 50 per cent and 80 per cent of repairs spotted before the vehicle arrives at the workshop.
New Van Models
On the van front, the new Transit City is an all-electric model aimed at fleets working in busy urban areas, particularly as cities tighten rules on diesel and petrol vehicles. It will have one high standard specification, three versions including a chassis cab, and a targeted driving range of up to 158 miles. It arrives in showrooms later this year. At the other end of the scale, the new Ranger Super Duty is a heavy-duty pickup aimed at emergency services, forestry, mining, and military buyers. It can tow up to 4.5 tonnes and has a near two-tonne payload, with tougher suspension, extra underbody protection, and more ground clearance.
Call for Flexible Emissions Policy
Ford also used the announcement to call for a more flexible route towards lower-emission motoring in Europe. The company argues that charging infrastructure, customer demand, and commercial vehicle needs must all be considered, rather than relying solely on strict emissions targets. Ford is calling for more support for plug-in hybrids and extended-range electric vehicles, which can help drivers and businesses cut emissions while public charging infrastructure continues to grow. "We don't build vehicles to meet regulatory mandates; we build them for people," Baumbick said. "The fastest route to zero emissions is the one customers will actually take."
For a brand that has dropped famous names like the Fiesta, Focus, and Mondeo from European showrooms in recent years, this plan feels like a clear attempt to reset the story. Ford says the next chapter will mix electric cars, plug-in hybrids, vans, software, and a bit of rally sparkle.
