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Outside of Japan’s kei car market, Europe seemed to be the last bastion of small cars, but those walls appear to be crumbling as Ford announced it will start selling more SUVs, crossovers and pickups in the Euro market . Ford also announced that two of Europe’s favorite cars are leaving for good—the Focus and the Fiesta. Along with bringing the new Bronco and other non-car vehicles, Ford will also launch a new patriotic campaign to sell these vehicles.
The Party is over
Though, it’s not like the writing is on the wall for the Focus and Fiesta cars. European sales of the Focus have seen a big drop since 2019 from 224,401 units to 101,066 units in 2021. The Fiesta is even worse, in 2018 it had 270,931 units sold and dropped to below 100,000 with only 86,000 in 382 units. at the height of the Pandemic in 2020, the Fiesta sold 156,067, just to show how disappointing Ford’s small car sales are (for some additional context, the Focus sold 173,853 units in 2020).
EVs Are Still Coming
With the introduction of the Bronco in Europe, a new ad campaign will begin and it will be very, very, very American in flavor. In a quote on Auto News Europethe new slogan is titled “Adventurous Spirit” and is meant to reflect the “American values” of freedom, the outdoors and adventure.
We can only wonder how well those ads will work considering those three qualities aren’t exactly American values. It’s part of five different global marketing campaigns that include the Mustang under “Wild Performance,” the new Puma crossover EV branding with “Urban Escape,” the Explorer with “Active Adventure” advertising, and the updated that Ranger campaigning as the “Ultimate Outdoor” vehicle.
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