In the U.S., the Ford Super Duty is quite literally that automaker’s cash cow, routinely generating massive amounts of profit for The Blue Oval as one-half the country’s best-selling model. However, in Europe, pickups aren’t quite as popular – at least larger ones – as they are in the U.S., as commercial customers there tend to gravitate more toward vans. Thus, perhaps it doesn’t come as a huge surprise to learn that CEO Jim Farley considers the Ford Transit Custom, specifically, to be the company’s Super Duty of Europe, as he called it during FoMoCo’s Q4 2023 earnings call with investors recently.
“Look at the build out of telecom and 5G,” Farley said. “Directly correlates to our robust revenues. And the same is happening in the manufacturing sector in the U.S. with reshoring or on-shoring manufacturing. Dealers are clamoring for more Pro allocation. They normally get only 50 to 75 percent of the volume they want. And in Europe, it’s the ninth straight year of Ford being the best-selling CV brand. And we’re just in the middle of launching the Super Duty of Europe, the Transit Custom, and the new Ranger is now ramping up.”
Indeed, the Ford Transit Custom routinely ranks among the top-selling vehicles in Europe, and was even the UK’s best-selling vehicle overall in 2023 – a title it has held for 10 consecutive years now. Recently treated to a total redesign, the Ford Transit Custom has also racked up its fair share of awards since that debut, a list that includes 2024 French Commercial Vehicle of the Year and 2024 International Van of the Year (IVOTY).
That model – a completely redesigned version of the Transit Custom – just launched in Europe last October, which will undoubtedly help it continue its long-running sales success – along with generating healthy amounts of profit for the automaker at the same time.