Ford of Europe needs an influx of fresh models, and it needs it fast. Its share of the new passenger car market on the continent continues to shrink, falling to just 2.8 percent in the first two months of the year. Registration numbers published by the European Automobile Manufacturers’ Association show a 20.3 percent drop to 55,025 units.
You could argue that the first two months of the year don’t tell the whole story. That’s true, but the outlook for the rest of 2026 isn’t encouraging either. Focus production ended last November, meaning the once hugely popular compact model now sits in the car graveyard alongside the Ka, Fiesta, and Mondeo.
The Puma and Kuga crossovers can only do so much, so there’s a clear need for more products. While the Volkswagen-based Explorer and Capri EVs haven’t really moved the needle, Ford is now turning to Renault. Another pair of electric vehicles is on the way, but the first model won’t go on sale until early 2028. In the meantime, the Blue Oval will have to make do without any non-SUV models. Well, there’s the Mustang, but it’s hardly a volume seller.
2025 Renault 5 E-Tech Electric
Photo by: Renault
Despite the two-year gap in its European lineup, Ford’s CEO is optimistic about the future. In an interview with Top Gear magazine, Jim Farley said the company is now developing “passion products” while pledging: “no more generic vehicles.” The two EVs currently in development will sit on Renault’s Ampere platform, meaning they’ll be related to small cars like the Twingo, 4 E-Tech Electric, and the 5 E-Tech Electric.
‘Whether they’re based on a VW or Renault platform, we’re going to execute those cars with a swagger that’s specific to Ford of Europe.’
In the meantime, Ford of Europe continues to lose market share, and it’s not just to long-running companies. While the likes of Volkswagen Group, Stellantis, and the Hyundai Group continue to pull ahead thanks to their vast lineups, newcomers from China are breathing down Ford’s neck.
In the first two months of the year, BYD’s market share hit 1.9 percent with 36,069 registrations. SAIC is even closer to Ford, with 41,454 registrations, representing 2.1 percent of the market. Chinese carmakers are bringing more and more models to Europe, and if they maintain this pace, it’s only a matter of time before they overtake Ford. We wouldn’t be surprised if it happens by the end of the year, especially now that the Focus is no more.
2025 Renault Twingo E-Tech Electric
Photo by: Renault
Motor1’s Take: Ford of Europe is in a difficult position, and we’re not convinced the two Renault-based EVs will turn things around. Given the pace of new product launches from rivals, the upcoming models will face stiff competition from day one. There are already plenty of small-to-compact EVs to choose from, whether from traditional automakers or China.
Still, we wouldn’t write off Ford in Europe’s passenger car market just yet. Although the days when it battled Volkswagen neck and neck are long gone, it remains an automotive juggernaut. It’s performing well in the commercial sector and certainly has the means to reignite customers’ interest in the passenger segment. It remains to be seen whether it’ll happen via a Renault shortcut.
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