Ford is not the force it once was in Europe: in the past 10 years, the American giant has gone from being the second-biggest car brand in Europe (after Volkswagen), with sales of just over one million, all the way down to 12th last year after sales halved.
Its market share dropped from 7.0% to 3.7%, according to European automotive industry group ACEA.
Arresting the slide is the immediate task of newly appointed Ford of Europe president Jim Baumbick. An American development engineer who did a stint overseeing the Focus and Kuga in Germany, Baumbick is the first to hold that title since Briton Stuart Rowley departed in 2022, signifying a renewed focus on Ford’s European product strategy.
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