Ford, the American automotive giant, seems to be navigating through troubled waters when it comes to its electric future in Europe. Between model cancellations and uncertainties surrounding its new “Universal Electric Vehicle” platform, the manufacturer must juggle with overambitious goals and a much more pragmatic reality.
A strategic turn with mixed results
Ford’s current situation in the electric vehicle market resembles an awkward dance, where each step is hesitant. After canceling more models than it has launched, the brand has decided to sift through its projects. The cancellation of a three-row electric SUV, as well as the planned successors for the E-Transit and F-150 Lightning, reflects a strategy that seems more reactive than proactive.
Yet, Ford is not throwing in the towel. On the contrary, it is focusing on an entirely new EV architecture, designed by its “skunkworks” team. This platform, promising on paper, aims to support the manufacturer’s efforts to offer affordable electric vehicles. Unfortunately, for the European market, the picture is much more unclear. The “Universal Electric Vehicle” may never see the light of day on this side of the Atlantic, as indicated by Automotive News.
Technical and economic challenges
For Jim Baumbick, president of Ford Europe, bringing this platform across the Atlantic represents a major challenge in terms of both engineering and investments. He has clearly stated that this endeavor would be “very significant,” suggesting that the decision to market the platform in Europe has not yet been made.
It is true that the first vehicle based on this architecture will be an electric pickup priced around $30,000. However, pickups are not exactly the kings of the European asphalt, where sedans and compact SUVs reign supreme. Ford’s hesitation to introduce this model in Europe thus seems justified, but it raises the question: why not also bring other models on this platform?
An uncertain future for compact SUVs
The UEV platform is not only intended for pickups. It should also accommodate several other electric vehicle models, including compact SUVs, which could find better commercial success in Europe. Yet, the question remains: why couldn’t this entire program find a market on our continent?
Jim Farley, Ford’s CEO, stated that he does not rule out the possibility of importing these models, but he wants to avoid making hasty promises before the official launch of the UEV platform in the United States. He even admitted: “We haven’t landed yet.” This lack of certainty is concerning, especially knowing that the UEV platform is supposed to be the key to Ford’s electric ambitions.
The original Ford Capri was a highly appreciated coupe, developed by Ford of Europe and sold between 1969 and 1986. It was the European equivalent of a Mustang. Nowadays, the Capri is an all-electric “Coupé SUV” with four doors built by Volkswagen, based on the same architecture that serves as the foundation for the ID.4 crossover.
Alternatives in the making
In this context of uncertainty, it is essential for Ford to explore partnerships for its electric vehicles in Europe. Currently, the brand is already rebadging Volkswagen models on the MEB platform and has recently announced an agreement with Renault to produce affordable EVs. However, this strategy raises questions about Ford’s ability to maintain its relevance in a market where flagship products are largely manufactured by others.
The sales of the Ford Explorer and Capri, built by Volkswagen, are revealing: it is complicated to remain competitive when relying on a partner’s production lines. The brand must find a way to reaffirm its identity while adapting to the demands of the European market.
Conclusion: a path fraught with obstacles
In summary, Ford’s electric future seems to oscillate between hope and uncertainty. The UEV platform could be a real springboard for the brand, but its absence in the European market could prove to be a missed opportunity. As the launch deadline approaches, we hope to see Ford make bold decisions to secure a place on the podium of electric vehicles. For now, the manufacturer seems to be navigating by sight, and that is somewhat concerning.
