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Ford is changing its marketing strategy in Europe with the aim of highlighting the ‘American’ appeal of its cars.
The automaker is launching a new slogan ‘Adventurous Spirit’ based on the American values of “freedom, outdoors and adventure.” It comes as it drops the Fiesta and Focus in Europe to increase its focus on SUVs, crossovers and pickup trucks. It will also introduce the Bronco in select European markets in the spring of next year.
“We are seizing the opportunity to completely reposition ourselves,” said Ford’s German marketing chief Christian Weingaertner. “Our future models will be more American, and from 2030 they will all be electric.”
The new marketing campaign will see the Mustang promoted through the ‘Wild Performance’ tag while the Puma will be promoted as an ‘Urban Escape.’ Additionally, the Explorer will carry the ‘Active Adventure’ tagline and the Ranger will be marketed as the ‘Ultimate Outdoor’ vehicle in Ford’s range.
Read: 2023 Ford GT Mk IV Is A $1.7 Million Track-Only Swang Song With Over 800 HP
Ford’s new marketing push in Europe comes as it looks to strengthen its market position. In the first 10 months of 2022, it has a 4.7 percent share of the European passenger car market compared to VW Group’s 24.6 percent share and Stellantis with an 18.8 percent share. Ford also made a $256 million profit in Europe in the third quarter.
Speaking to Auto NewsWeingaertner added that Ford is shifting focus in Europe from volume models to those that generate more revenue.
“No more ‘plain vanilla’ with us,” he said. “There is no contradiction between adventure and freedom on the one hand and electric mobility on the other. Anyone who has driven a Mustang Mach-E or an F-150 Lightning is convinced.”
Ford’s European changes will continue to adopt a direct sales model where the automaker will invoice customers directly and dealerships will receive a fixed fee for each sale. It will also reduce costs because fewer dealers and retail space will be needed to sell Ford models.
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