Ford is getting serious again in Europe. During a meeting with European dealers and partners in Salzburg, the American automaker laid out an ambitious three-year plan: seven new vehicles, a digital ecosystem for businesses, and a global brand platform called “Ready-Set-Ford”, built around work, performance, and adventure.
The strategy runs on two parallel tracks: on one side, the continued expansion of Ford Pro, the commercial-vehicle brand that has led the European market for 11 consecutive years; on the other, a revamp of its passenger-vehicle lineup with five all-new, multi-powertrain models inspired by the brand’s rally DNA. It’s a clear signal that Ford doesn’t just want to defend share; it wants to return to growth in one of the world’s most competitive auto markets.
Ford Pro: From Vehicle Maker To Productivity Partner
Ford Pro no longer positions itself as simply a commercial-vehicle manufacturer. The stated goal is to become an integrated productivity partner for European businesses, turning vehicle data into tangible economic value. The plan targets having 25 percent of Ford Pro’s EBIT come from software and services: in the first quarter of 2026, paid software subscriptions were already up 30 percent, reaching 879,000 globally, with gross margins above 50 percent.
