BrandsFord Europe Is Back — 7 New Models by 2029 Including a Bronco and Two New EVs
AI-generated concept illustration of Ford's European product offensive — not an official Ford image. | Rev N Rise
Ford called its European dealers to Salzburg, Austria today — and arrived with a plan. Seven new models by 2029. A Bronco for Europe. Two new fully electric cars including a small B-segment EV and an electric SUV. Three multi-energy crossovers. A brand that fell from fourth to eighth place in Europe in a decade is fighting back — and for the first time in years it has a product plan worth believing in.
A decade ago Ford was Europe's fourth-largest automaker, selling more than one million cars across the continent every year. That position defined what Ford was in Europe — a mainstream volume brand with a car for every buyer at every price point, from the Fiesta to the Explorer. It was not glamorous. But it was ubiquitous.
By 2025 that position had collapsed. Ford sold just over 426,000 passenger cars in Europe — less than half its peak volume — and fell to eighth place in the European sales rankings, behind Mercedes-Benz and several other brands that would have seemed unimaginable rivals a generation ago. The reasons are multiple: the discontinuation of the Fiesta in 2023, a lack of competitive EV products, the closure of the Saarlouis plant in Germany and job losses at the Cologne factory. Ford in Europe has been in retreat — and everyone has known it.
Today in Salzburg, Ford's European president Jim Baumbick acknowledged the situation directly and announced the company's response. Seven new models. A renewed commitment to building in Europe. A brand platform called Ready-Set-Ford built around three territories: Build, Thrill and Adventure. And a product lineup that, for the first time in years, gives European Ford fans something to actually look forward to.
Of all seven models, the one that will generate the most excitement among European car enthusiasts is the Bronco. Ford confirmed today that a Europe-focused member of the Bronco family is coming — a four-wheel-drive off-road vehicle inspired by the brand's rally heritage that will sit squarely in the Adventure territory of Ford's new brand platform. No timeline, no pricing, no images. Just a confirmation that it is coming.
The Bronco has been one of the most talked-about Ford models among European enthusiasts since its revival in 2021 for the US market. The original Bronco was sold in Europe during the 1970s and 1980s, and its return has been persistently requested by Ford dealers and enthusiasts on this side of the Atlantic for the past five years. The European version will almost certainly be a different animal from the US-market Bronco — smaller, more road-biased and aligned with European dimensions and regulations — but the name, the heritage and the Adventure positioning are all confirmed. For Ford in Europe, this is genuinely significant news.
Ford confirmed two fully electric passenger cars for Europe — a B-segment electric car and a small urban electric SUV. Both will be built in northern France, and both are described as bringing rally-inspired design language and sporting driving dynamics to their respective segments. The B-segment EV specifically is described as being tuned for sporty driving dynamics and aimed at bringing "race to road" capabilities to the small electric car class.
Ford has not officially confirmed the manufacturing partnership for these vehicles, but the northern France production location and the shared design language between the two cars points strongly toward a platform arrangement with Renault — whose Ampère electric vehicle division is based at the Douai and Maubeuge plants in northern France. If confirmed, this would make Ford the first American mass-market brand to build electric vehicles on a French platform — a significant industrial and strategic moment for both companies.
While Ford's passenger car business in Europe has declined sharply, one division has remained consistently strong: Ford Pro, the commercial vehicle arm. Ford Pro has been Europe's leading commercial vehicle brand for 11 consecutive years, and today's presentation made clear that it remains the financial backbone of Ford's European operations — and that the passenger car revival is being funded, in part, by commercial vehicle profitability.
Ford Pro is evolving from a vehicle manufacturer into what it describes as a "productivity partner" for businesses — combining its Transit van range with connected vehicle software, uptime services and telematics to create an ecosystem that competitors cannot easily replicate. In Q1 2026, worldwide paid software subscriptions for Ford Pro rose 30 percent year-on-year to 879,000, with gross margins above 50 percent. The new Transit City 6 — an all-electric van designed specifically for zero-emission urban delivery zones — is already available and extends Ford Pro's lead in this segment.
| Announcement Date | May 18 2026 — Salzburg, Austria |
| Event | Ford European Dealer and Partners Gathering |
| Presented By | Jim Baumbick, President, Ford in Europe |
| Brand Platform | Ready-Set-Ford — Build, Thrill, Adventure |
| Total New Models | 7 — by end of 2029 |
| New Passenger Cars | 5 — all built in Europe |
| Full EV Models | 2 — B-segment car + compact SUV |
| Multi-Energy Models | 3 SUVs/crossovers — hybrid + EV options |
| Bronco for Europe | Confirmed — timeline TBC |
| Valencia Plant Model | Compact multi-energy SUV — from 2028 |
| France Production | 2 EVs — B-segment car + compact SUV |
| Renault Partnership | Not officially confirmed — widely reported |
| Ford Pro Sales | European commercial vehicle leader — 11 years |
| Software Subscriptions | 879,000 — up 30% year-on-year Q1 2026 |
| Transit City 6 | All-electric urban van — available now |
| Europe Sales 2025 | 426,000 cars — 8th place (was 4th, 1M+ units) |
| European Campaigns | Ready-Set-Ford launches this month |
For anyone who has been loyal to Ford in Europe through a difficult decade — who bought a Focus or a Puma or a Kuga while watching the Fiesta disappear and the product range thin out — today's announcement is genuinely welcome news. Seven new models in three years is a serious product commitment. The Bronco gives the brand an aspirational hero car it has lacked since the Fiesta RS days. The two new EVs give Ford a credible electric presence in the segments that matter most — small cars and compact SUVs — where Chinese brands have been making the most rapid inroads.
The honest caveat is that most of these cars are three years away. The Valencia SUV doesn't arrive until 2028. The Bronco has no confirmed date. The French-built EVs have no confirmed pricing. Ford is announcing a direction — a convincing one — but the product itself is still being built. European buyers who want a Ford right now are still limited to the current Puma, Kuga, Explorer and Mustang Mach-E range. The plan is real. The cars are coming. But 2029 is not 2026.
"Our plan is to actually grow our market share in a marketplace that is almost fracturing in terms of the number of competitors. We need to stand out in a crowd."
— Jim Baumbick, President, Ford in Europe — Salzburg, May 18 2026Ford fell from Europe's fourth-largest automaker to eighth in a decade. Today in Salzburg it announced the plan to reverse that. Seven new models. A Bronco for Europe. Two electric cars built in France. Three multi-energy crossovers. A commercial vehicle business that is growing faster than its passenger car division and funding the recovery. The plan is credible, the ambition is clear and the product lineup — on paper — is exactly what Ford needed to announce. Now it needs to deliver the cars. All seven of them. By 2029.