Ford have detailed a vibrant new vision for its future in Europe at a gathering of European dealers and partners. With a comprehensive product and technology rollout for commercial and retail customers planned over the next three years, Ford is renewing its commitment to European drivers and businesses.
Ford’s European strategy is supported by its new Ready-Set-Ford global brand platform, which focuses on the territories where Ford authentically plays and differentiates: Build, Thrill and Adventure. The first European campaigns under the Ready-Set-Ford banner launch this month.
Ford Pro, Europe’s leading commercial vehicle brand for 11 years running, 1 is evolving from a vehicle manufacturer into an indispensable productivity partner for businesses of all sizes leveraging software and services to maximise the return on every vehicle.
The strategy supports Ford’s global target to generate 25 per cent of Ford Pro EBIT from software and services. In the first quarter of 2026, worldwide paid software subscriptions rose 30 per cent to 879,000, with gross margins above 50 per cent.
“Ford Pro is the backbone of our European business,” said Jim Baumbick, President, Ford in Europe. “We don’t just sell vans and pickups, we deliver an integrated ecosystem of vehicles, software and services. Our vehicles lead the market, and around them we’ve built a productivity accelerator our competition cannot match. For our customers, that’s not just transportation, it’s a better return on investment.”
Ford Pro’s Uptime Services use connected vehicle data and predictive intelligence to identify issues before they become problems. Since 2019, every Ford Pro vehicle has been built with an embedded modem. Today, more than 1.2 million European customers are connected, generating close to six million health signals a day. Last year alone, Ford’s connected services delivered nearly one million additional days of uptime for our customers.
Ford Pro is now extending these capabilities to small businesses for the first time. Through new Dealer Uptime Services, every Ford dealer can become a dedicated uptime manager – monitoring vehicle health, reaching out proactively, and prepping parts and workshops before the vehicle arrives. Early pilots show repair times are cut by up to 50 per cent, with 80 per cent of repairs identified proactively. 2
For customers, this means more uptime, more productive days, more revenue earned from every vehicle they own. For dealers, it means more service leads, stronger customer loyalty and a significant uplift in revenue potential. Both unlocked by elevating the dealer into a data-enabled productivity partner equipped with the insight, tools and connectivity to keep their commercial customers earning.
Ford Pro is also expanding the product range with two new vehicles designed for very different but equally demanding jobs:
- Ranger Super Duty Available Now: Extreme Capability for Europe’s Toughest Jobs
- Transit City: The Tool for Cost-Conscious Firms in Electric-Only Cities
By the end of 2029, Ford will launch five all-new passenger vehicles, made in Europe for Europe:
- New member of the global Bronco family comes to Europe: This new multi-energy member of the global Bronco family is a rugged compact SUV confirmed for production at Ford’s plant in Valencia, Spain, from 2028.
- The Electric Hatch: This new small electric vehicle combines distinct design with Ford’s signature driving dynamics – injecting “race to road” capabilities into the B-segment.
- The Small Electric SUV: A dynamic, fully electric small SUV carrying the same rally-bred design language and drive dynamics in an urban-friendly package.
- Two Multi-Energy Crossovers: Two additional rally-bred crossover models will complete the new line-up by the end of 2029.
