Ford Says It Has To Be More American To Sell Cars In Europe

Dec. 11, 2022 4:02 PM ET by Chase Bierenkoven Electric Vehicles / 1 Comment

Ford's latest marketing shift leans into its blue-collar American roots.

Ford is a stereotypically American brand. However, the Blue Oval thinks it isn't "American" enough in Europe. According to a report by Automotive News, the brand's new marketing strategy overseas will focus on being more American.

Reportedly, the marketing push comes as Ford uses vehicles like the Mach-E and F-150 Lightning as poster children for its push towards electrification- especially in more emissions-restrictive Europe. Additionally, Ford Europe is pushing for more "American" cars, dropping small cars like the Fiesta in favor of crossovers and SUVs.

2022-2023 Ford E-Transit Cargo Van Front View Driving

Ford will debut three new EVs in Europe across the next two years before going all-electric by 2030. Ford has debuted a new marketing slogan called "Adventurous Spirit," which will stand for "freedom, outdoors, and adventure." New customers will also be given a free apple pie with every new Ford purchase in Europe.

Jokes aside, Ford genuinely sees benefits to a more "American" look in Europe. "We are seizing the opportunity to completely reposition ourselves," said Ford's marketing chief in Germany, Christian Weingaertner.

"Our future models are more American, and from 2030 they will all be electric," Weingaertner told Automotive News.

2021-2023 Ford Mustang Mach-E Front Angle View

Ford products will be tied to new slogans due to the shift in attitude. The Mustang will now advertise "Wild Performance" to European buyers, no doubt wishing for a taste of the aforementioned pie. For the Ford Puma, a small crossover America doesn't get, Ford's new tagline is "Urban Escape."

The Explorer and Ranger also get new catchphrases - "Active Adventure" and "Ultimate Outdoor," respectively. Ford hopes these ideals bring in new buyers, as the brand has struggled in Europe of late.

AN reports that despite the rollout of the Bronco Sport in Europe, Ford's profitability is down across the last quarter, with the brand posting $256 million in profit in Europe, a loss compared to the previous year.