- Ford CEO plans to restart European passenger car development after years of cuts.
- Dealers say model variety is lacking, especially as EVs fail to meet expectations.
- Ford has dropped key nameplates including the Fiesta, Focus, Mondeo, and S-Max.
Ford’s recent cuts to its European lineup have left both dealers and longtime customers unsettled. The departure of familiar nameplates like the Fiesta hasn’t just marked the end of an era, it’s created a noticeable vacuum in Ford’s regional strategy.
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Meanwhile, newer electric models built on Volkswagen’s platform have struggled to build momentum, prompting dealers to call for fresh offerings. Now, signs point to a renewed focus on passenger cars.
More: Ford Fiesta Could Return, But It Won’t Be Anything Like You Remember
Jim Farley, Ford’s CEO, is reportedly pushing to restart development of new passenger vehicles specifically for the European market. According to Automobilwoche, the upcoming investment was announced during a video conference with dealers last Thursday. Christoph Herr, Managing Director of Ford in Germany, Austria, and Switzerland, also joined the call.
Although the company declined to comment officially, one dealer described the news as a “huge relief,” noting that Ford needs new models beyond just electric vehicles. While specific vehicle types or segments weren’t discussed, the move signals a strategic shift for the brand.
In recent years, Ford has killed the Mondeo sedan and estate, the S-Max and Galaxy minivans, and the Fiesta small hatchback. The Focus is set to follow, with production ending in autumn 2025.
Current Market Standing
According to Auto News, citing figures from Dataforce, Ford’s top-selling passenger vehicle in Europe so far this year is the Puma small SUV, with 64,212 units sold between January and May 2025. The Kuga compact SUV came in second at 44,573 units, while the soon-to-be-retired Focus ranked third with 32,499 sales.
Electric SUVs Falling Behind
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Sales of the newer electric Ford Explorer and Capri, both built on Volkswagen’s MEB platform, have been underwhelming. Between January and May 2025, the Explorer logged 15,764 sales, while the Capri managed just 5,068 units across Europe.
More: EV Sales Just Took A Turn That Should Worry Automakers Everywhere
Over the past few years, Ford has increasingly focused on its more profitable light commercial vehicle division, Ford Pro, which has captured nearly 20% of the European market as of 2025. The current LCV lineup includes the Ranger, Europe’s best-selling midsize pickup for the past decade, alongside the Transit van and the smaller Transit Courier, Connect, and Custom models. These smaller vans are also offered in passenger-friendly variants under the Tourneo name.
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