Senior Ford official Christian Weingaertner made important statements about the transformation of the brand in the European market.
Ford, which has achieved significant success with the steps such as the F-150 Lightning, Maverick and Bronco that it has implemented in the American market in recent years, is one step behind the competition on the European side. The next year 2023 will be very important for the brand in the adventure where the electrification transformation of competitors takes place rapidly. The brand, which is preparing to sell fully electric models by 2030, wants to highlight its “American” aspect more in its new product range. Stating that they are getting ready to fill the gap caused by the removal of members such as Focus and Fiesta from the family, with more adventurous vehicles, Marketing Officer Christian Weingaertner gave important messages about the future.
Bronco uncertainty ends on Ford front
We often mention that there is a serious expectation for the Bronco product range, which has been on sale in the American market for a considerable time, to reflect on Europe. The positive statements on the subject in the past period have also increased expectations. The sources, which gave the latest and clearest information on the subject, announced that the vehicle will enter the certain European market with the next spring period. Marketing Officer Christian Weingaertner explained; “In the new period, we will reveal exciting models with the adventurous spirit slogan. We are seizing the opportunity to completely reposition ourselves as a brand. The new models we will introduce to users will be more American and electric from 2030. Ford’s focus in Europe will be on high-profit models. We see that we can offer electromobility alongside adventure. I don’t think there is any contradiction here. The feedback we get from the Mustang Mach-E or the F-150 Lightning shows us this.” he stated.
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Ford’s European structuring is also preparing to work on the “Agent type dealership” approach, which is currently on the agenda. In this context, we come across a scenario where the brand sells directly to customers. In this scenario, it is possible to talk about a direct sales model in which dealers will charge a fixed fee for each sale. Thanks to this new sales model, Ford wants to reduce costs by requiring less dealer and retail space to sell its vehicles.