Ford’s “world cars” program has evolved over the years, shifting to meet global needs and markets. As of 2024, Ford is focusing heavily on electrification and globally shared platforms for its vehicles. Here are key models considered part of Ford’s international strategy:
Ford Explorer (EV) – A European-specific all-electric SUV based on Volkswagen’s MEB platform. It launches in 2024 and is built in Cologne, Germany, with configurations offering ranges up to 374 miles
Ford Puma – This compact crossover is a strong seller in Europe, replacing the Fiesta in the B-segment. An electric version, the Puma BEV, is expected to debut by late 2024
Ford Ranger – A globally recognized midsize pickup. The Ranger is built in various versions, including special adaptations for markets like China, where it features bespoke suspension setups. A plug-in hybrid Ranger is planned for 2025
Ford Mustang – The Mustang remains Ford’s flagship sports car globally, offered in internal combustion configurations while still garnering appeal in various international markets
Transit Series – Ford’s Transit vans (Courier, Connect, Custom) are versatile and sold worldwide, with several new plug-in hybrid (PHEV) and battery-electric (BEV) options slated for 2024
Ford Kuga – Known as the Escape in North America, this compact SUV is popular in Europe and China, with hybrid and plug-in hybrid versions leading its lineup
Mondeo/Evos – The Mondeo sedan, coupled with the Evos crossover variant in China, continues to serve international markets with updates planned for the next decade
Ford’s global strategy, including initiatives such as the “One Ford” strategy, has seen both successes and challenges in recent years. While the strategy initially focused on streamlining operations, creating global platforms, and reducing redundancy across markets, its outcomes have evolved in response to market shifts and operational challenges.
Current State of Ford’s Global Strategy
- Electric Vehicle (EV) and Hybrid Focus: Ford has made significant shifts in its EV and hybrid strategies, aiming to balance production between combustion engines, hybrids, and fully electric vehicles to match market demand. For instance, the company is delaying launches of certain EV models, such as its three-row electric SUVs, to 2027 to align with battery advancements and market readiness. This reflects a pragmatic approach to avoid overproduction and adapt to evolving market dynamics.
- Adaptation to Market Conditions: In light of slower-than-expected EV adoption in certain markets, Ford has scaled back some aggressive EV expansion plans while maintaining investments in hybrid vehicles. By offering hybrid versions across its lineup and pacing EV rollouts, the company seeks to maintain profitability and meet customer demand without overextending resources【21】【22】.
- Manufacturing and Platform Strategy: The Ford+ plan emphasizes efficiency through vertical integration in battery production and modular EV platforms. These platforms are designed for cost efficiency and scalability, underscoring a commitment to adapting to future trends while improving manufacturing resilience.
Challenges and Adjustments
Despite the strategy’s focus on flexibility and innovation, Ford faces challenges:
- The EV segment, though growing, remains unprofitable in the short term, with a projected $3 billion loss for its Model e division in.
- Delays in new EV projects aim to mitigate risks but could slow Ford’s competitive edge in the rapidly evolving EV market.
In summary, while the original “One Ford” concept has been adjusted to fit modern challenges, the underlying goals of operational efficiency and global adaptability remain intact. Ford’s evolving strategies highlight a balanced approach to navigating a complex and changing automotive landscape.