Ford has officially detailed a major product offensive for the European market, confirming the launch of five all-new passenger vehicles by the end of 2029. Dubbed the ‘Ready-Set-Ford’ strategy, the American manufacturer is heavily pivoting its design and dynamic focus toward its extensive rallying heritage in a bid to win back market share from aggressively-priced Chinese competitors like BYD.
The strategic reset is a necessary response to a severe regional sales slump. Ford’s European market share has plummeted from 9.1 cent in 2010 to 3.3-3.8 per cent in 2025, following the axing of core volume models.
Leading the product rollout is an all-new compact SUV wearing the Bronco nameplate. Completely unrelated to the rugged body-on-frame US model, this Europe-specific Bronco will feature a mixture of multi-energy powertrains and will be manufactured at Ford’s Valencia plant in Spain from 2028.
Sitting below the Bronco will be a pair of entry-level electric vehicles developed in a highly pragmatic new partnership with Renault. Ford is preparing a small electric hatchback that is heavily tipped to resurrect the Fiesta badge.
Rather than utilising an expensive in-house architecture, it will be underpinned by Renault’s AmpR Small platform – the exact same chassis utilised by the new Renault 5 – and will be manufactured by the French automaker. This hatch will be joined by a related electric crossover, effectively serving as a replacement for the current Puma Gen-E.
The final two vehicles in the passenger offensive will be multi-energy crossovers designed to replace the combustion-powered Puma and the larger Kuga. While specific powertrain details remain unconfirmed, these models are expected to rely heavily on mild-hybrid and plug-in hybrid hardware to navigate stringent European emissions targets without sacrificing touring range.
Ford will also bolster its commercial division, confirming the heavy-duty Ranger Super Duty – already on sale in the Australian market – will cross the continent to join the European lineup and solidify the brand’s dominant position in the light commercial sector.
