Zac Quinn 
Ford Motor Company is one of America’s most recognizable brands globally. And while there are several products reserved for only those in the USA (and Canada), Ford still manages to export American car culture to other countries, while other brands simply just sell cars. Take the Ford Mustang, for example. European Union customers wanted the V8-powered Mustang GT so bad that Ford actually discontinued the EcoBoost model for that market, despite the conventional thought that they would go for the more fuel-efficient and affordable variant. And going forward, it appears FoMoCo will be leaning into this ethos a bit more.
In line with this new decision, Ford of Europe has stated to Automotive News Europe that it will use the brand’s American heritage to appeal to European buyers. Ford’s marketing chief in Germany, Christian Weingaertner, noted that the company’s future models will be “more American.” As part of its marketing revamp, Ford is also introducing a new slogan called “Adventurous Spirit,” which stands for the American values of “Freedom, outdoors, and adventure,” according to the company.
Additionally, the company’s vehicles in Europe will feature new marketing claims. For example, the Ford Mustang will be marketed with a “Wild Performance” tagline, while the Puma crossover will be promoted as the “Urban Escape.” In addition, the Ford Explorer will be the brand’s claim to “Active Adventure,” and the Ranger midsize truck will be known as Ford’s “Ultimate Outdoor” vehicle.
As for the vehicles that will be added to Ford’s lineup upon the removal of the Fiesta and Focus, two electric models will be added to the lineup by 2024 on top of the upcoming electric Puma. The other EVs are classified as a “Medium-size Crossover” and a “Sport Crossover.” The former is said to be assembled at Ford of Europe’s home in Cologne, Germany, and promises to deliver 311 miles of range on a single charge. However, the latter remains a mystery at the moment.
Ford of Europe will only be selling electric cars from 2030. While the company will only sell plug-in hybrids and EVs by 2026, which will eventually lead to a complete phaseout of ICE by the end of the decade.
