Distinctive designs and dynamics play a central role in Ford’s ploy to grow again in Europe, so the new Valencia-built SUV will be styled according to the company’s bold new American-flavoured design principles, and engineered to give driving characteristics that major on engaging handling and refinement – attributes that have long helped Ford’s cars claim an edge over rivals in Europe.
The company, like many other European marques, is looking to leverage its strong heritage in the region and the brand’s defining qualities – as part of a bid to keep new Chinese rivals at bay – and that extends to the redeployment of historic, familiar nameplates such as Capri and Explorer.
Ford has given no indication of what the new multi-energy car could be called, but has recently filed to trademark terms including Fuze, Mythic and Hive, which some reports have suggested could be used for upcoming new models.
However, given the firm’s strategy of retaining existing badges, it is more likely any new Europe-focused hatchback would bring back a previously used moniker – and given it will effectively fi ll the gap in the line-up left by the departing Focus, that name would seem a logical fit.
In the past few years, the company has also renewed the rights to names such as Zephyr, Orion, Granada and Cortina.
Ford’s European problem
The Blue Oval’s eponymous executive chairman Bill Ford hinted at a forthcoming shift in strategy for the company’s European car business.
“Well, of course we’ll go on [in Europe]. On the passenger car side, we realise we’re not as robust as we need to be,” he admitted, but added: “We’re working on our future strategy right now. But I think you’ll be surprised – pleasantly surprised – by what’s coming.”
He gave no indication of what changes would be made, but recent developments all point to the company reversing its EV-led shift upmarket in a bid to regrow its share of the local market.
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