Ford Authority

Ford Buyers In Europe Will Get New Experiences, Fixed Prices

Ford Europe is in the midst of a major overhaul, one that will see it transition its entire passenger vehicle lineup to EVs by 2030 or sooner. Over the past couple of years, we’ve seen the automaker discontinued several ICE models and expand its EV portfolio as it works toward this goal, but that isn’t the only change Ford buyers in Europe can expect to see in the near future. Rather, those customers will soon be treated to a bevy of new experiences and fixed prices when shopping for a new vehicle, too.

Across the globe, most Ford dealers have opted in to the automaker’s Model e EV program, though a small group remain hesitant to do so over issues such as fixed pricing and online sales. However, we’ve known for some time that Ford buyers in Europe will soon be purchasing vehicles at fixed prices, which is all part of the automaker’s strategy to simplify the car buying process.

“From groceries to movies and music, for many consumers it’s now totally normal to head straight online to find and buy new products with just a few clicks.” said Martin Sander, general manager, Ford Model e, Europe. “We’re going to offer that same simplicity for buying our cars and services, starting with our electric vehicles. The goal is to make the whole journey – from searching for the right car to accessing charging – seamless and convenient.”

In addition to transparent pricing and an online sales model, customers will also be able to take more virtual test drives without leaving the house, as well as have vehicles delivered to them for real-world test drives. Additionally, over-the-air updates will continue to roll out new features and fixes to those vehicles, reducing an owner’s need to visit the dealership, though online pickup and delivery remains an option in that regard as well.

We’ll have more on Ford’s European strategy soon, so be sure and subscribe to Ford Authority for comprehensive Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

Subscribe to Ford Authority

For around-the-clock Ford news coverage

We'll send you one email per day with the latest Ford updates. It's totally free.


  1. Thomas

    This is not a renovation, this is the end of Ford in Europe.
    Only an idiot retires profitable ICE models and closes factories
    Ford used to be a valued brand and now offers “virtual test drives”
    Totally stupid
    Mr. Sander, I think the electromagnetic field has eaten your brain out
    Goodbye Ford,
    I choose KIA with a 7-year warranty and a wide range of ICE

  2. blksn8k

    So how does buying a vehicle online deal with trade-ins? Seems to me the dealer still has to get involved in that process and most will only offer wholesale values for trades so that they can resell those vehicles at much higher prices. The more things change the more they stay the same…unless consumers are willing and able to sell their old vehicles themselves they are still at the mercy of the dealer.


Leave a comment