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Although Ford is one of the largest crown jewels of the automobile industry in the United States, in Europe, it is more of a secondary brand compared to popular automakers such as BMW, Jaguar, Audi, Porsche, and Mercedes-Benz. However, Ford is changing which models to export across the pond by steering its “more American” lineup that many Europeans are willing to drop some serious cash on.
Ford Europe’s lineup ranges from the Mondeo sedan to hatchbacks like the Fiesta and Focus. But considering that Ford isn’t a big player overseas when compared to the price points of its competitors like Stellantis and Volkswagen, the US automaker isn’t making much money. According to Automotive News EuropeFord intends to change its approach to the European market by exporting more of the iconic “all-American” models for which it is known.
“Our future models are more American,” said Ford Europe’s head of strategy and business, Christian Weingärtner. “No more ‘plain vanilla’ with us.”
This suggests that some of its Europe-centric models like the Fiesta and Focus will be replaced by more profit-turning crossovers, SUVs and pickup trucks. The Ford Ranger Raptor will reportedly make its European debut soon, and the Ford Bronco is set to arrive in 2023, continuing its rivalry with the Jeep Wrangler overseas. Both of these models are meant to show more of a “desire for adventure” to show the all-American value of “freedom” not as expressed in its current European lineup.
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