Ford Europe new marketing has American, electric focus

KITZBUEHEL, Austria — Ford Motor will use its American heritage to boost profitability in Europe as the automaker transitions to become an all-electric brand in the region.

Ford is dropping its long-running volume models, the Fiesta small car and Focus compact, in Europe to concentrate on SUVs, crossovers and pickups, which generate higher margins.

The automaker plans to launch three all-new, full-electric cars in the region in the next two years ahead of going all-electric at the end of the decade.

Ford sees these launches as a chance to revamp its marketing with a new slogan called “Adventurous Spirit,” which it says stands for the American values of “freedom, outdoors and adventure.”

“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 Europe sister publication Automobilwoche at a press event here.

New marketing tags

Ford’s models will be tied to new marketing claims. For its Mustang sports coupe, it will use “Wild Performance.” Its Puma small crossover will be promoted with the “Urban Escape” tagline. The Explorer large crossover will be linked to “Active Adventure” while the Ranger pickup will be the “Ultimate Outdoor” vehicle.