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Ford Europe Sales Down 17 Percent In 2024

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It’s no secret that Ford Europe has faced its fair share of struggles as of late, much of which stems from low demand for the automaker’s passenger vehicles and all-electric models in that region. This has prompted Ford to shift its strategy in Europe in a big way, putting more emphasis on the Ford Pro commercial business that continues to thrive, all while it downsizes in a number of other ways – moves that include the elimination of jobs as well. Now, we’re getting a clear picture of just how Ford Europe performed in 2024, and it isn’t good news.

According to new data from the European Automobile Manufacturers’ Association (ACEA), Ford Europe sales decreased by an even 17 percent in 2024, coming in at 426,307 units in 2023 compared to 513,481 last year. The automaker’s market share also dropped from 4.0 percent to 3.3 percent, with December sales posting a 12.9 percent decline year-over-year, from 35,131 to 30,593 units. This went against the grain of the overall European market, which saw its new vehicle sales rise by 0.8 percent to 10.6 million units year-over-year, growing by 5.1 percent in December alone.

Even with Ford Europe trimming 4,000 positions between now and 2027 and shifting its focus to the commercial side of the business, that unit is still facing a rather bleak future for a number of reasons. The Blue Oval previously intended to transition its entire European passenger vehicle lineup to EVs by 2030 or sooner, but recently nixed that plan amid weak demand. However, in the meantime, it just launched a pair of new EVs – the all-electric Explorer and Capri – both of which have already seen production cuts early in the process.

As a result, Ford has been working to convince European officials to implement robust EV incentives as a way to drum up interest in those models among consumers. This is especially critical in the European Union, which is aiming to transition to zero-emissions vehicles (with some hybrids mixed in) by 2035, but is currently lagging a bit behind that target.

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.

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Brett Foote

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.

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  • Just stupendously bad management, dropping volume gas and diesel models in favor of high-priced, low-volume EVs. Three or four years ago, a group of highly paid executives sat around a table and said, "Yes, this is a great plan - let's proceed."

  • The new EV product is very impressive in the flesh but I feel UK (especially) dealers could do more in terms of getting these vehicles in the public eye. Nothing gets potential customers interested in your product than seeing it out on the streets and in the local media. Sitting in a showroom looking good and expecting customers to visit is not enough. If I ran a dealership I'd employ drivers to drive the district on a regular basis until a respectable footfall in the showroom is achieved. Just a suggestion.

  • No surprise when the management choose the products they want and not what the market want is this disaster ! Ford Europe lineup is the worse ever in ford history ! Thanks Jim for your silly decisions and then no one from the management assume this ridiculous decisions !!!

  • I live in the UK and Ford's rapid decline is worrying but in some ways very understandable. They appear to have completely fouled up their new EV model range. I see over a hundred Tesla a week on the roads. If I see one Ford it is an occasion. The latest model - the Capri - is a disaster in my view. The old Capri was a 2 plus 2 low slung sporty car, and hugely popular in it'sv day. The new Capri is - again in my view - a rather old fashioned looking SUV. It has only just been launched and they have cut production. Jim Farley seems to me to be fixated by the acceleration that electric vehicles offer. Hence the use of the Mustang brand on the Mach-e, the use of the word Lightning on the F 150, and the use of the Capri name along with the tag line The Legend is Back. I would hazard a guess that few people buy an electric car because of that. Is perhaps Farley's apparent love of motor racing blinding him to reality and thereby steering the model development away from what the customer really wants? As a long time shareholder with a deep affection over the years for Ford cars here in the UK I do hope I am wrong.

  • If you have to beg the government to introduce more incentives to sell your product, you know that product is garbage. Going all in on EV's was a massive mistake.

  • Oh I wonder why? !….. could it be due to cancellations of Fiesta and Focus and Mondeo…..and hopeless sales of hopeless EV’s…..horrendous strategy

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