Ford's Turnaround Strategy in Europe
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 18 hours ago
0mins
Should l Buy F?
Source: Fool
- Market Challenges: Ford faces weak passenger vehicle demand, slower-than-expected EV adoption, and fierce competition from Chinese EV makers, which threaten its market share and profitability in Europe.
- Profitability Volatility: Although Ford returned to profitability through restructuring in late 2020, its subsequent quarterly performance has been unstable, compounded by the cancellation of popular models like the Fiesta and Focus, increasing labor and energy costs.
- Three-Pronged Strategy: Ford's plan to tackle European challenges includes focusing on its higher-margin Ford Pro commercial vehicle division, refreshing its passenger vehicle lineup, and improving operational efficiencies, which are crucial for its business turnaround.
- Partnership Potential with Geely: Ford's potential collaboration with China's Geely, leveraging its excess production capacity to manufacture vehicles for Geely, could help avoid high tariffs and enhance Ford's competitiveness through shared technology, positioning it better in the EV market.
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Analyst Views on F
Wall Street analysts forecast F stock price to fall
14 Analyst Rating
3 Buy
10 Hold
1 Sell
Hold
Current: 14.000
Low
11.00
Averages
13.65
High
16.00
Current: 14.000
Low
11.00
Averages
13.65
High
16.00
About F
Ford Motor Company is an automobile company. The Company develops and delivers Ford trucks, sport utility vehicles, commercial vans and cars, and Lincoln luxury vehicles, along with connected services. The Company’s segments include Ford Blue, Ford Model e, Ford Pro, and Ford Credit. The Ford Blue segment primarily includes the sale of Ford and Lincoln internal combustion engine (ICE) and hybrid vehicles, service parts, accessories, and digital services for retail customers. The Ford Model e segment primarily includes the sale of its electric vehicles, service parts, accessories, and digital services for retail customers. The Ford Pro segment primarily includes the sale of Ford and Lincoln vehicles, service parts, accessories, and services for commercial, government, and rental customers. The Ford Credit segment consists of the Ford Credit business on a consolidated basis, which is primarily vehicle-related financing and leasing activities. Its vehicle brands are Ford and Lincoln.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Automakers Slash EV Investments Amid $65B Losses
- Severe Industry Losses: The global automotive industry has incurred at least $65 billion in losses over the past year due to significant cutbacks in electric vehicle investments, with executives warning of more pain ahead, indicating a sharp decline in market confidence towards EVs.
- Stellantis' Major Shift: Stellantis recorded a $26 billion write-off this month to scrap fully electric models and revive its popular 5.7-liter 'Hemi' V8 engine, resulting in a market value drop of approximately $6 billion, reflecting the urgency of its strategic pivot.
- Ford's EV Setbacks: Ford disclosed a $19.5 billion writedown after canceling its electric F-150 pickup truck, highlighting significant setbacks in its EV strategy and further exacerbating uncertainty in the industry.
- Bleak Market Outlook: Industry executives now expect EVs to account for just 5% of the U.S. new vehicle market—roughly half the current level—demonstrating the substantial impact of policy changes and inadequate infrastructure on the development of electric vehicles.
See More
Ford's Turnaround Strategy in Europe
- Market Challenges: Ford faces weak passenger vehicle demand, slower-than-expected EV adoption, and fierce competition from Chinese EV makers, which threaten its market share and profitability in Europe.
- Profitability Volatility: Although Ford returned to profitability through restructuring in late 2020, its subsequent quarterly performance has been unstable, compounded by the cancellation of popular models like the Fiesta and Focus, increasing labor and energy costs.
- Three-Pronged Strategy: Ford's plan to tackle European challenges includes focusing on its higher-margin Ford Pro commercial vehicle division, refreshing its passenger vehicle lineup, and improving operational efficiencies, which are crucial for its business turnaround.
- Partnership Potential with Geely: Ford's potential collaboration with China's Geely, leveraging its excess production capacity to manufacture vehicles for Geely, could help avoid high tariffs and enhance Ford's competitiveness through shared technology, positioning it better in the EV market.
See More
Ford's Restructuring and Challenges in Europe
- Market Share Pressure: Ford's market share in Europe has been severely impacted by the cancellation of popular models like the Fiesta and Focus, and although it returned to profitability through restructuring in late 2020, subsequent quarterly performances have remained volatile, reflecting the complexity of the market environment.
- Strategic Transformation Plan: Ford aims to tackle market challenges through a three-pronged strategy focusing on its high-margin Ford Pro commercial vehicle division, refreshing its passenger vehicle lineup, and improving operational efficiencies, which is intended to strengthen its foothold in the competitive European market.
- Potential Partnership Opportunity: The potential collaboration with China's Geely could provide a turning point for Ford's European operations, as utilizing excess production capacity to manufacture vehicles for Geely could not only reduce tariff costs but also offer advantages in technology sharing, particularly in autonomous driving.
- Intensifying Industry Competition: With the rapid rise of Chinese electric vehicle manufacturers, Ford faces pressure from these competitors and must learn new production and design techniques to maintain its market competitiveness, especially in innovation and cost control within the electric vehicle sector.
See More
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- EV Strategy Adjustment: Despite incurring a $1.1 billion restructuring charge, GM plans to lower production costs by focusing on high-end models and NEVs, particularly through its Buick and Cadillac brands, enhancing its competitive position.
- Future Product Planning: In 2026, all new GM products in China will include NEV options, with increased local production, which is crucial for maintaining price competitiveness and demonstrates the company's long-term commitment to the EV sector.
- Changing Market Environment: Although the Chinese market is unlikely to become a second profit pillar for Detroit automakers, its vast size and advanced NEV technology make it essential for GM to compete, preparing the company for challenges from Chinese automakers in the future.
See More
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- EV Market Restructuring: GM's restructuring efforts in China's EV market are yielding early results, with nearly 1 million new energy vehicle (NEV) sales in 2025, accounting for over half of total sales, indicating a gradual recovery in a highly competitive landscape.
- Financial Adjustments Impact: Despite facing a $19.5 billion special charge, GM took a $1.1 billion asset write-down in Q4, primarily related to restructuring its Chinese joint venture, aimed at reducing production costs and optimizing its vehicle portfolio.
- Market Share Growth: In 2025, GM experienced growth in both retail sales and market share in China, with total sales up only 2.3%, but NEV sales surged by 22.6%, showcasing its potential in the high-end EV market.
- Future Strategic Direction: GM plans to include NEV options in all new product launches in 2026 and enhance local production to maintain price competitiveness, a strategy that will lay the groundwork for its long-term development in the Chinese market.
See More
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China-U.S. Car-Making Ventures: Ford executives and Trump officials have been discussing the implications and strategies surrounding car-making ventures between China and the United States.
Impact on Trade Relations: The discussions highlight the ongoing complexities and challenges in U.S.-China trade relations, particularly in the automotive sector.
See More
Automakers Slash EV Investments Amid $65B Losses
- Severe Industry Losses: The global automotive industry has incurred at least $65 billion in losses over the past year due to significant cutbacks in electric vehicle investments, with executives warning of more pain ahead, indicating a sharp decline in market confidence towards EVs.
- Stellantis' Major Shift: Stellantis recorded a $26 billion write-off this month to scrap fully electric models and revive its popular 5.7-liter 'Hemi' V8 engine, resulting in a market value drop of approximately $6 billion, reflecting the urgency of its strategic pivot.
- Ford's EV Setbacks: Ford disclosed a $19.5 billion writedown after canceling its electric F-150 pickup truck, highlighting significant setbacks in its EV strategy and further exacerbating uncertainty in the industry.
- Bleak Market Outlook: Industry executives now expect EVs to account for just 5% of the U.S. new vehicle market—roughly half the current level—demonstrating the substantial impact of policy changes and inadequate infrastructure on the development of electric vehicles.
See More
Ford's Turnaround Strategy in Europe
- Market Challenges: Ford faces weak passenger vehicle demand, slower-than-expected EV adoption, and fierce competition from Chinese EV makers, which threaten its market share and profitability in Europe.
- Profitability Volatility: Although Ford returned to profitability through restructuring in late 2020, its subsequent quarterly performance has been unstable, compounded by the cancellation of popular models like the Fiesta and Focus, increasing labor and energy costs.
- Three-Pronged Strategy: Ford's plan to tackle European challenges includes focusing on its higher-margin Ford Pro commercial vehicle division, refreshing its passenger vehicle lineup, and improving operational efficiencies, which are crucial for its business turnaround.
- Partnership Potential with Geely: Ford's potential collaboration with China's Geely, leveraging its excess production capacity to manufacture vehicles for Geely, could help avoid high tariffs and enhance Ford's competitiveness through shared technology, positioning it better in the EV market.
See More
Ford's Restructuring and Challenges in Europe
- Market Share Pressure: Ford's market share in Europe has been severely impacted by the cancellation of popular models like the Fiesta and Focus, and although it returned to profitability through restructuring in late 2020, subsequent quarterly performances have remained volatile, reflecting the complexity of the market environment.
- Strategic Transformation Plan: Ford aims to tackle market challenges through a three-pronged strategy focusing on its high-margin Ford Pro commercial vehicle division, refreshing its passenger vehicle lineup, and improving operational efficiencies, which is intended to strengthen its foothold in the competitive European market.
- Potential Partnership Opportunity: The potential collaboration with China's Geely could provide a turning point for Ford's European operations, as utilizing excess production capacity to manufacture vehicles for Geely could not only reduce tariff costs but also offer advantages in technology sharing, particularly in autonomous driving.
- Intensifying Industry Competition: With the rapid rise of Chinese electric vehicle manufacturers, Ford faces pressure from these competitors and must learn new production and design techniques to maintain its market competitiveness, especially in innovation and cost control within the electric vehicle sector.
See More
General Motors' Transformation and Challenges in the Chinese Market
- Market Share Growth: General Motors has achieved growth in both retail sales and market share in China, with nearly 1 million new-energy vehicle (NEV) sales accounting for over half of its total sales, indicating a gradual recovery in a highly competitive market.
- EV Strategy Adjustment: Despite incurring a $1.1 billion restructuring charge, GM plans to lower production costs by focusing on high-end models and NEVs, particularly through its Buick and Cadillac brands, enhancing its competitive position.
- Future Product Planning: In 2026, all new GM products in China will include NEV options, with increased local production, which is crucial for maintaining price competitiveness and demonstrates the company's long-term commitment to the EV sector.
- Changing Market Environment: Although the Chinese market is unlikely to become a second profit pillar for Detroit automakers, its vast size and advanced NEV technology make it essential for GM to compete, preparing the company for challenges from Chinese automakers in the future.
See More
GM's Restructuring in China Shows Early Results
- EV Market Restructuring: GM's restructuring efforts in China's EV market are yielding early results, with nearly 1 million new energy vehicle (NEV) sales in 2025, accounting for over half of total sales, indicating a gradual recovery in a highly competitive landscape.
- Financial Adjustments Impact: Despite facing a $19.5 billion special charge, GM took a $1.1 billion asset write-down in Q4, primarily related to restructuring its Chinese joint venture, aimed at reducing production costs and optimizing its vehicle portfolio.
- Market Share Growth: In 2025, GM experienced growth in both retail sales and market share in China, with total sales up only 2.3%, but NEV sales surged by 22.6%, showcasing its potential in the high-end EV market.
- Future Strategic Direction: GM plans to include NEV options in all new product launches in 2026 and enhance local production to maintain price competitiveness, a strategy that will lay the groundwork for its long-term development in the Chinese market.
See More
FORD CEO AND TRUMP ADMINISTRATION OFFICIALS TALKED ABOUT CHINA-US AUTOMOBILE PARTNERSHIPS - BLOOMBERG NEWS
China-U.S. Car-Making Ventures: Ford executives and Trump officials have been discussing the implications and strategies surrounding car-making ventures between China and the United States.
Impact on Trade Relations: The discussions highlight the ongoing complexities and challenges in U.S.-China trade relations, particularly in the automotive sector.
See More
