Ford's European comeback: Bronco, Ranger Super Duty, and Renault partnership

Ford has unveiled an ambitious new strategy to strengthen its presence in Europe, confirming it will continue manufacturing cars on the continent "for another hundred years". After years of challenges — including the discontinuation of the Fiesta in 2023 and Focus in 2025 — the American automaker is charting a new course.

A return to American identity

Introduced in May 2026, the "Ready, set, Ford" plan marks a significant shift. Jim Baumbick, head of Ford's European division, was clear: "boring cars are over." The company now prioritises models with distinctive character:

• Bronco: A compact, plug-in hybrid version of the legendary SUV, launching in 2028. Built in Valencia (Spain), it will replace the Kuga.
• Ranger Super Duty: This robust pickup, powered by a V6 diesel, can tow 4.5 tonnes and carry 2 tonnes in its bed. It requires a commercial driving licence and will strengthen Ford's utilities range — already the European leader.
• Transit City: A small electric van manufactured by Chinese firm Jiangling Motors Corporation, arriving across Europe except France.

Renault partnership for the urban segment

Ford sealed a partnership with Renault in December to access affordable urban platforms. A compact city car derived from the R5 — likely to be rebranded as Fiesta — will arrive in 2028 with sharper styling. Two additional plug-in hybrid or extended-range crossovers are planned for 2029, potentially including a new Focus and refreshed Puma.

Cautious electrification strategy

Contrastingly to its previous electric enthusiasm, Ford is taking a more measured approach to EV transition. The strategy allocates a moderate share to fully electric vehicles, favouring hybrid solutions. The decision reflects lessons learned from earlier misfires (Explorer and Capri, developed with Volkswagen, underperformed market expectations).

Implications for Morocco

While these announcements primarily target Europe, they reflect Ford's global reinvention. The technological partnerships and product philosophy may influence the vehicle lineup available in Morocco in coming years.

Source: caradisiac