Jim Holder
UNAPOLOGETICALLY American. Two buzzwords on which Ford has staked its future in Europe. Two buzzwords that, I’m guessing, are sparking either excitement or fear in you right now – or maybe a bit of both – depending on your world view.
Baseball, burgers and big, brash events are all things I think the Americans do exceptionally well. Donald… actually, I won’t go there. But I will offer up one controversial suggestion of an American shortcoming: exporting car brands to Europe.
Harsh? Of course. There are exceptions. But, by and large, there are reasons why American brands haven’t fared well in Europe (and vice versa). Either way, I’d argue Ford’s past sales success has largely been down to it being perceived as having roots here, even if it was headquartered across the pond.
Proof? Chevrolet – which was launched in Europe in 2005 and announced its withdrawal one model cycle later, in 2013 – springs to mind as an example of how wrong it can go, although I accept it could be seen as an unfair comparison, given the roots of its models in Korean brand Daewoo’s back catalogue. Even so, as a name, Chevy got no traction. The Aveo, Captiva, Cruze, Orlando and Spark largely lived and died tended to by rental firms.
Another? Jeep is still here, plugging away, its fortunes ebbing and flowing (but mostly ebbing). Admittedly, at one point, around 2018, it looked like a potential Land Rover rival in terms of volumes. It could be again, although if it is, it will be propelled by the European Car of the Year Avenger, which, lest we forget, is built off a Stellantis platform and paired to a French-made electric motor.
Yet maybe, just maybe, Ford’s timing is right. What put pe
