Ford has unveiled an ambitious vision for its future in Europe with the launch of Ready, Set, Ford, a new global brand platform that will shape the company’s direction for the rest of the decade.
Announced at a major gathering of European dealers and partners, the strategy combines exciting new passenger vehicles, smarter commercial vehicle solutions and a practical approach to reducing emissions. With a wide-ranging product and technology rollout planned between now and 2030, Ford is reinforcing its commitment to drivers, businesses and communities across Europe.
The announcement comes at a pivotal moment for the automotive industry. As customer expectations evolve and electrification continues to grow, Ford is aiming to offer more choice, more flexibility and more innovation while staying true to the qualities that have defined the brand for generations.
Built around the themes of Build, Thrill and Adventure, Ready, Set, Ford highlights the areas where Ford believes it can make the greatest impact. Whether it is helping businesses maximise productivity, creating engaging vehicles for everyday drivers or supporting the transition to lower-emission transport, the strategy sets out a clear roadmap for the future.
What Is Ready, Set, Ford?
Ready, Set, Ford is Ford’s new global brand platform designed to bring together its commercial vehicle expertise, passenger vehicle development and future mobility ambitions under one clear vision.
The strategy focuses on three key pillars:
- Build – supporting businesses through commercial vehicles, software and productivity services.
- Thrill – delivering engaging driving experiences inspired by Ford’s motorsport heritage.
- Adventure – creating vehicles that encourage exploration, capability and versatility.
The platform is more than a marketing campaign. It reflects Ford’s long-term commitment to investing in Europe through new products, advanced technology and improved customer experiences.
As part of this vision, Ford plans to introduce a comprehensive range of new vehicles and services that meet the needs of both retail and commercial customers while adapting to changing market demands.
Cars With More Choice
One of the biggest announcements within the Ready, Set, Ford strategy is the expansion of Ford’s passenger vehicle range.
Recognising that drivers have different priorities and lifestyles, Ford plans to offer a broader selection of vehicles and powertrains over the coming years. Rather than pursuing a one-size-fits-all approach, the company is focusing on providing customers with greater flexibility.
By the end of 2029, Ford intends to launch five all-new passenger vehicles developed specifically for European customers.
A New Bronco for Europe
The iconic Ford Bronco family is set to grow with a new compact SUV that will be built in Valencia, Spain, from 2028.
Designed to combine rugged styling with everyday practicality, the new model will bring the adventurous Bronco spirit to a wider audience across Europe.
A New Electric Hatchback
Ford is also developing a small electric hatchback aimed at drivers who want efficient zero-emission motoring without sacrificing driving enjoyment.
The model will feature distinctive styling and dynamic handling characteristics inspired by Ford’s long-standing performance heritage.
A Compact Electric SUV
Alongside the hatchback, a fully electric small SUV will offer similar driving dynamics in a versatile package designed for urban and suburban lifestyles.
Two New Multi-Energy Crossovers
Completing the line-up will be two additional crossover models featuring multi-energy powertrain options.
This approach reflects Ford’s belief that customers should have access to different technologies depending on their individual needs, whether that means fully electric power, hybrid capability or traditional combustion engines.
Drawing inspiration from more than a century of motorsport success, particularly in rallying, these vehicles will be engineered to handle everything from busy city streets to winding mountain roads.
Vans That Work Harder
Commercial vehicles remain a cornerstone of Ford’s success in Europe.
Ford Pro has been Europe’s best-selling commercial vehicle brand for 11 consecutive years and is now evolving beyond vehicle manufacturing to become a full productivity partner for businesses.
The company is investing heavily in connected technology, software and services designed to help operators maximise vehicle uptime and improve efficiency.
Smarter Connected Services
Since 2019, every Ford Pro vehicle has been equipped with an embedded modem that allows it to share vehicle health information in real time.
Today, more than 1.2 million connected Ford Pro customers across Europe generate almost six million vehicle health signals every day.
This data enables Ford to identify potential maintenance issues before they become serious problems, helping businesses avoid costly downtime.
According to Ford, connected services delivered nearly one million additional days of uptime for customers during the past year alone.
Dealer Uptime Services
Ford is also extending these benefits to smaller businesses through Dealer Uptime Services.
Using connected vehicle data, dealers can proactively monitor vehicle health, contact customers before problems escalate and prepare workshops and parts ahead of appointments.
Early pilot programmes suggest repair times can be reduced by as much as 50 per cent, while up to 80 per cent of repairs can be identified before a breakdown occurs.
For businesses that depend on their vehicles every day, these improvements can make a significant difference to productivity and profitability.
Ranger Super Duty
Ford has also expanded its commercial vehicle range with the introduction of the Ranger Super Duty.
Built for some of the toughest working environments imaginable, the vehicle is aimed at industries including forestry, mining, emergency services and defence applications.
With a total combined mass of up to 8 tonnes, towing capability of up to 4.5 tonnes and a payload approaching 2 tonnes, it is the most capable Ranger ever produced.
Transit City
At the other end of the commercial vehicle spectrum sits the new Transit City.
This all-electric van has been designed specifically for businesses operating in urban environments where low-emission zones and electric-only restrictions are becoming increasingly common.
Offering a simple specification structure and practical design, Transit City aims to provide an affordable route into electric commercial vehicle ownership.
A Cleaner Way Forward
Reducing emissions remains a major priority for Ford, but the company believes the transition must be realistic and achievable for customers.
Rather than focusing exclusively on battery-electric vehicles, Ford is advocating a broader approach that includes multiple technologies capable of reducing emissions immediately.
Supporting Real-World Adoption
Ford argues that vehicle regulations should reflect actual consumer demand and the availability of charging infrastructure.
The company believes that encouraging customers to upgrade from older, higher-emission vehicles can have a greater impact on emissions reduction than forcing a rapid transition that some buyers may not yet be ready to make.
The Role of Hybrid Technology
As part of this approach, Ford is supporting technologies such as:
- Plug-in hybrid electric vehicles (PHEVs)
- Extended-range electric vehicles (EREVs)
These technologies allow drivers to complete many journeys using electric power while maintaining the flexibility of traditional fuel-powered driving when required.
Ford believes this represents an important stepping stone towards a fully electric future.
Helping Small Businesses Transition
Commercial vehicle operators face unique challenges when it comes to electrification.
Charging infrastructure, depot power availability and operational requirements can make the transition more complex than it is for private motorists.
Ford is therefore calling for policies that recognise these challenges and support businesses as they gradually adopt lower-emission technologies.
What This Means for Drivers
For drivers, Ready, Set, Ford promises more choice, improved technology and vehicles designed specifically for European roads and lifestyles.
Customers can expect:
- A wider range of passenger vehicles
- More electrified powertrain options
- Improved connected vehicle technology
- Enhanced productivity services for business users
- New SUVs, hatchbacks and crossovers
- Continued investment in driving dynamics and performance
Importantly, Ford is seeking to balance innovation with practicality. Rather than forcing customers into a single solution, the company is aiming to provide options that suit different budgets, driving habits and business requirements.
As the automotive industry continues to evolve, this customer-focused approach could help Ford strengthen its position across both retail and commercial sectors.
Browse the Current Ford Range
While many of the vehicles announced under the Ready, Set, Ford strategy are still several years away, Ford already offers a diverse range of cars, SUVs, pickups and commercial vehicles to suit a wide variety of needs.
From the popular Puma and Kuga to the all-electric Explorer and Mustang Mach-E, as well as the award-winning Transit and Ranger line-ups, Ford continues to deliver vehicles that combine practicality, capability and innovation.
The Ready, Set, Ford strategy demonstrates that the company is not only investing in future products but also building on the strengths that have made it one of Europe’s most recognised automotive brands for more than a century.
As new models arrive and technology continues to develop, Ford’s vision for 2030 is becoming increasingly clear: provide customers with greater choice, smarter solutions and a practical path towards a cleaner automotive future.
