Ford is restructuring its European leadership team as it grapples with the automotive market’s shift towards electric vehicles (EVs), Reuters reported, citing recent developments within the automaker.
The reorganization follows the departure of Ford’s European chief, Martin Sander, who left earlier this month to join Volkswagen as head of sales and marketing for the VW brand. Sander’s exit is seen as a setback, considering his instrumental role in launching Ford’s first EV production in the EU, the electric Ford Explorer.
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Production of the electric Explorer commenced this month at Ford’s newly established EV center in Cologne, Germany, marking a milestone in Ford’s 2020 partnership with VW to utilize its MEB platform for electric vehicles.
As part of its restructuring efforts, Ford will eliminate Sander’s position and reduce the headcount at its European headquarters in Cologne. Effective July 1, 2024, Ford’s European operations will be overseen by four directors, down from the previous nine, aimed at simplifying the management structure for greater agility.
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Kieran Cahill, Chairman of the Supervisory Board of Ford-Werke GmbH, emphasized that these changes are pivotal in enabling Ford to accelerate its turnaround efforts in Europe amidst challenging market conditions.
The move comes amid reports from German auto news outlet Automobilwoche highlighting Ford’s struggles to maintain its market position in Europe, where the success of the electric Explorer is seen as crucial to the brand’s future in the region.
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Ford’s strategy in Europe hinges significantly on its alliance with Volkswagen’s MEB platform, with plans underway to unveil its second MEB-based EV later this year following the electric Explorer.
In the United States, Ford has seen success in the EV market, ranking as the second best-selling EV brand (excluding Hyundai and Kia combined) in the first five months of 2024. The Mustang Mach-E continues to perform well, trailing only Tesla’s Model Y and Model 3 in electric vehicle sales.
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Meanwhile, the F-150 Lightning maintains its position as America’s top-selling electric pickup, although competition in the EV truck segment is intensifying with the rising popularity of Tesla’s Cybertruck and new entries from other automakers.
The reorganization underscores Ford’s strategic adjustments as it navigates the global transition towards electric mobility while addressing regional market dynamics and competitive pressures.