Ford To Manufacture “Passionate Products”

Ford needs new models in Europe, and fast. Its share of the market of new passenger cars on the Old Continent continues to decrease and is currently only 2.8 percent (in the first two months of this year). Registration numbers released by the European Automobile Manufacturers Association show a 20.3 percent drop to 55,025 units.

As stated by Motor1, neither the forecasts nor the rest of 2026 is encouraging. Production of the Focus ended last November, meaning the once hugely popular compact now lies in the car graveyard alongside the likes of the Ka, Fiesta, and Mondeo. The Puma and Kuga crossovers are doing as well as they can, but there is a clear need for more products. While the Explorer and Capri electric vehicles (created in collaboration with Volkswagen) haven’t really moved things along, Ford is now turning to Renault. Another pair of electric vehicles is on the way, but the first model won’t go on sale until early 2028.

Still, Ford’s CEO is optimistic about the future. In an interview with Top Gear, Jim Farley said the company is now developing “passionate products,” promising “no more generic vehicles.”

The two electric vehicles currently in development will be based on Renault’s platform, which means they will be related to cars like the Twingo, the 4 E-Tech Electric, and the 5 E-Tech Electric.

“Whether they are based on a Volkswagen or a Renault platform, we will create these cars with the bravado that is specific to Ford of Europe.”

Meanwhile, Ford of Europe continues to lose market share. While the likes of Volkswagen Group, Stellantis, and Hyundai Group continue thanks to their broad offerings, newcomers from China are breathing down Ford’s neck.

In the first two months of the year, BYD’s market share reached 1.9% with 36,069 registrations. SAIC is even closer to Ford, with 41,454 registrations, representing 2.1% of the market. Chinese automakers are bringing more and more models to Europe, and if they keep up this pace, it’s only a matter of time before they overtake Ford. It won’t be a surprise if that happens by the end of the year, especially now that the Focus is gone, Motor1 concludes.

• Also See: Ford Kuga Gets BlueCruise Update For The 2026 Model Year