Ford Motor Company's presence in Europe has diminished significantly in recent years. The automaker's market share across the European Union, European Free Trade Association, and United Kingdom markets now stands at just 3.5%. This marks a sharp decline from its 7.8% share in 2019.
Long-term shareholders have expressed frustration. Over the past decade, Ford's stock price has risen only 13%, while the S&P 500 index surged 255%.
Europe was once a key market for Ford, but its large SUVs and pickups have struggled against smaller, fuel-efficient, and electric vehicles popular in the region. The end of Fiesta production in 2023 left the company without an entry-level model.
Ford has now entered a partnership with Renault. The plan involves selling two new electric vehicles based on Renault's small-car platform. These models are expected to launch in 2028.
This move is seen as a potential boost for Ford's European strategy. However, the timing poses a challenge, as Chinese competitors may further alter the market landscape by then.
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