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KITZBUEHEL, Austria — Ford Motor will use its American heritage to boost profitability in Europe as the automaker moves to become an all-electric brand in the region.
Ford is shedding its long-running volume models, the Fiesta small car and Focus compact, in Europe to focus on SUVs, crossovers and pickups, which generate higher margins.
The automaker plans to launch three all-new, all-electric cars in the region over the next two years before going all-electric by the end of the decade.
Ford sees these launches as an opportunity to change its marketing with a new slogan called “Adventurous Spirit,” which it says represents the American values of “freedom, the outdoors and adventure.”
“We are seizing the opportunity to completely reposition ourselves,” said Ford’s head of marketing in Germany, Christian Weingaertner.
“Our future models will be more American, and from 2030 they will all be electric,” Weingaertner said. Automotive News Europe sister publication Automobilwoche at a press event here.
New marketing tags
Ford models will be associated with new marketing claims. For its Mustang sports coupe, it will use “Wild Performance.” Puma will promote its small crossover with the tagline “Urban Escape.” The Explorer large crossover will be associated with “Active Adventure” while the Ranger pickup is the “Ultimate Outdoor” vehicle.
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