Ford Hints at Electric Fiesta Return in New European Strategy

Ford’s European president has strongly signaled the possible return of the popular Fiesta model, discontinued in 2023.

Jim Baumbick told the BBC the company would have “news to share in the future” about the Fiesta brand, as Ford announced plans to build seven new models in Europe, including a small electric hatchback, under a new strategy.

The vehicle is already being referred to in automotive circles as the “electric Fiesta.”

According to Baumbick, Ford’s new strategy represents a return to the mass market in Europe, focusing on affordable cars.

He denied that the plans were too little, too late to compete with Chinese brands that have been rapidly increasing their European market share.

The new models include three all-electric vehicles: a hatchback, a small SUV and an electric van called the Transit City.

The remaining models will be “multi-energy” vehicles, capable of being built with various powertrains, including different types of hybrids.

When asked directly about the potential return of the Fiesta nameplate – used on Ford’s small hatchbacks for 47 years – Baumbick stopped short of confirming the move but offered a strong hint.

“I have nothing to share today,” he said, “but I can assure you that there is no doubt in my mind.”

“I know there’s so much love for the Fiesta and the Fiesta name, and we’ll have some news to share in the future.”

In the early 2020s, Ford envisioned a very different future for itself.

It abandoned its best-known brands – the Mondeo and the Fiesta – as part of a shift away from affordable, everyman cars, preferring to concentrate on more upmarket models.

At the same time, it aimed to become an all-electric manufacturer by 2030.

However, by 2024 it became clear that strategy was not working. Ford announced thousands of job cuts in Europe as weak EV demand and competition from Chinese brands took their toll.

Now the strategy has come full circle. The focus is back on building affordable vehicles. While continuing to invest in new EVs, Ford is also planning new hybrid models with internal combustion engines.

Baumbick explained that the drive toward electric vehicles has happened too quickly.

“I think the whole industry’s been focused on that, but the reality is customers, real people are getting lost in the middle of this,” he said.

Ford has called on legislators in Brussels and London to adjust their approach to electrification, supporting and encouraging technologies such as plug-in hybrids and extended-range electric vehicles as part of a “practical pathway” to an electric future.

A major question is whether Ford’s return to mainstream production has come too late.

While Ford attempted to move away from the mass market, Chinese firms such as BYD and Chery moved in and have become serious threats to established automakers.

But Baumbick insisted Ford can still compete.

“Yes, there are a lot of Chinese firms that are actually flooding the market,” he said. “What’s different about Ford is we’ve been here for 100 years, and I have one mission on this assignment, and that is to build a sustainably profitable business in Ford for the next 100 years.”