Ford unveils Ready Set Ford

Ford’s comeback play in Europe just went into overdrive, unveiling “Ready Set Ford”—a plan to launch seven new models by 2029 after years of falling sales and shrinking market share. The strategy: combine iconic names like Bronco with small, affordable electric cars, many built on Renault’s Ampere platform, while fighting to keep hybrid options alive and lobbying EU regulators for “realistic” climate targets. With rivals like BYD growing at breakneck speed and Ford’s own European market share sliding to just 2.8%, the stakes couldn’t be higher. Ford is betting that outsourcing EVs to Renault will speed up launches and cut costs, while doubling down on commercial vehicles with software, services, and quick repair pilots that squeeze more profit from every van and truck.

But here’s the catch: saving money by using partner platforms means Ford gives up some control and margins, and the new Bronco will have to compete on price with tough rivals like Jeep and Dacia. Meanwhile, the BlueOval SK split in the U.S. signals a major rethink—battery plants and EV ambitions are getting sliced up as Ford pivots to gas trucks and energy storage, bracing for slower EV demand. Leadership changes add another layer of uncertainty, with Doug Field and global CMO Lisa Materazzo both departing just as Ford needs tight execution and brand discipline. The next 18–30 months will reveal whether these moves keep Ford in the European game—or let competitors pull ahead.

Featuring reporting from Automotive News, The Verge, and Tennessee Lookout.

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