Ford faced a tough 2024 in Europe, with declining sales and a reduced market share of 3.3%, far behind brands like Hyundai, Kia, and Toyota.
According to ACEA, the company sold 426,307 vehicles in the EU+EFTA+UK region, a 17% drop compared to the previous year when it sold 87,174 more units. The absence of the Fiesta, which was pulled from the market, significantly contributed to this decline.
The outlook for 2025 is equally challenging, with Ford planning to discontinue the Focus, a model that still generated over 85,000 sales last year.
The automaker’s strategy has been to move away from traditional, less profitable cars like the Fiesta and Focus to focus on iconic vehicles and the off-road segment. CEO Jim Farley stated that the company aims to become the “Porsche of off-road” by strengthening brands like Bronco, Raptor, and Tremor.
Additionally, Ford launched two electric models in Europe, the Explorer and Capri, based on the VW Group’s MEB platform. However, the market share of electric vehicles in the region has declined due to reduced government incentives, making it harder for new consumers to adopt them.
In the UK, Ford underwent major restructuring, shutting down more than 50 dealerships to cut costs and adapt to market changes. Although sales locations were impacted, most retained their status as authorized repairers, maintaining service operations. Since 2020, the company has aimed to halve the number of dealerships in the country, reducing them from 395 to around 210 over five years. This strategy seeks to increase profitability by consolidating sales in larger market areas.
Despite the challenges, Ford continues to seek ways to innovate. The brand has consolidated its Transit Center network and strengthened its presence in specific niches, such as high-performance cars. An example is the classic Ford Escort RS Turbo S1, which was highlighted in a recent auction.
Although facing growing competition and tough strategic decisions, the company appears determined to redirect its focus toward a more profitable portfolio adapted to current demands.
Source: Motor1.com / The Sun | Photo: Unsplash | This content was created with AI assistance and reviewed by the editorial team