FORD MOTOR COMPANY
STRATEGIC SOURCING
Ford Motor Company has set out a decisive new strategic direction for its European operations, signalling a shift towards a more agile, lean and market-responsive business model. The next phase of Ford’ s European transformation has three pillars:
• Strengthening Ford Pro
• Launching a new generation of electrified passenger vehicles
• Optimising its industrial footprint for scale and cost efficiency
The strategy reflects Ford’ s ambition to build a sustainably profitable business in a region undergoing its most significant mobility transition in decades.
Jim Farley, president and CEO of Ford Motor Company, set the tone clearly, saying:“ As an American company, we see Europe as the frontline in the global transformation of our industry.
“ How we compete here – how we innovate, partner and invest – will write the playbook for the next generation.”
A sharpened strategy for Europe The centrepiece of the new plan is a product offensive beginning in 2028, defined by multi-energy flexibility, lower cost profiles and“ unmistakably Ford” driving dynamics, the company says.
It adds that new models are designed to“ support consumer choice, enabling customers
FORD MOTOR COMPANY
HEADQUARTERS: DEARBORN, US NUMBER OF EMPLOYEES: 171,000 MARKET CAP: US $ 53.4BN NUMBER OF COUNTRIES: 125
to adopt electrification at their own pace while maintaining competitiveness in a fast-shifting marketplace”.
Electrification remains central, but Ford has deliberately prioritised affordability, manufacturing scale and product differentiation over a purely battery-electric focus.
The company’ s leadership argues that this balance is essential to succeed in a region where regulatory ambition currently outweighs market readiness.
To illustrate the point, Ford highlights statistics including:
• EV share in Europe remains at 16.1 %
• Europe requires 25 % EV share to meet 2025 targets
• Only 8 % of new vans sold are electric
• SMEs generate over 50 % of Europe’ s GDP
56 February 2026