■ "We will stabilise our Ford car business"

By Julia Mauritz Kfz-betrieb Magazin, translation AutoNews24

■ Ford is wholly committed to electric vehicles, even in a challenging market. Dr. Christian Weingärtner, Managing Director of Ford for Germany, Austria, and Switzerland, outlines his sales expectations and discusses the current trade situation.

■ In the first nine months of this year, Ford experienced a nearly 16 per cent decline in new car registrations. What were the reasons for this decline?

Christian Weingärtner explains that the delay in availability is primarily due to the discontinuation of some models and the fact that new electric cars were not yet in stores. Deliveries of the new Explorer began about a month ago, and the Capri has recently been introduced, with order books now open. Additionally, the Puma Gen E is expected to arrive in stores in the second quarter of 2025.

■ The all-electric Explorer, an optimistic vehicle, is entering the market at a particularly challenging time. How are the order numbers coming in?

The current market situation for new electric vehicles, especially in Germany, is challenging. However, we can feel satisfied with the progress when we look at the incoming orders. What particularly encourages me is the positive feedback from our dealers. They will share this enthusiasm with their customers if they find the car appealing.

■ Is Ford targeting three distinct groups with the Mustang Mach-E, Explorer, and Capri? Or are these models in competition with each other?

All three models have their rightful place in the market, each targeting different groups. At 4.71 meters, the Mustang Mach-E is our most prominent electric car and technological flagship. In contrast, the Capri stands out with its iconic design, offering a remarkable range of nearly 630 kilometres and efficient power consumption. Meanwhile, the 4.46-meter-long Explorer is ideal for customers who appreciate a robustly designed SUV.

■ Ford recently announced that it would halt the development of a fully electric SUV with three rows of seats. Does this decision affect Europe as well?

No, this decision does not affect Europe, as the demand for such a model is relatively low here.

■ Although the new electric cars are just emerging, and the Puma and Kuga have recently been updated, can you provide an outlook on future Ford models?

We have successfully launched a model firework display on the market. More models will follow.

■ Are electric car sales in Switzerland and Austria as poor as in Germany?

Electromobility is declining in both markets, though less significantly than in this country. However, there is a higher demand for electric cars in other European markets.

■ What are your sales expectations for the fourth quarter of 2024?

Our order intake is rising due to the launch of the new Explorer. We will stabilise our passenger car business in the coming months. Additionally, we have experienced significant growth in the commercial vehicle segment over the years and see further potential for expansion.

■ Should Ford concentrate solely on its commercial solid vehicle business in Germany?

We will continue to engage in the passenger car business. We recently invested two billion dollars in our Cologne plant, which manufactures the Explorer and the Capri. Our objective in the passenger car sector is to grow in segments where we can operate profitably and have robust market access. A great example is the Kuga PHEV, the best-selling plug-in hybrid model in Europe.

■ What are your expectations for 2025?

I anticipate an exciting and potentially turbulent year ahead. Discussions regarding the framework conditions for electromobility and CO2 limits will continue to engage us.

■ How well is Ford prepared to meet the stricter CO2 fleet emissions limits? How well is Ford prepared to meet the more stringent CO2 fleet emissions limits?

We have been aware of the upcoming CO2 limits for several years, allowing us to prepare in advance. Our product lineup is well-positioned to meet these requirements. With the introduction of the new Puma Gen E, we will have four fully electric models in our portfolio next year.

■ What is the trade's perspective on Ford's strategy for passenger cars?

Two years ago, there was a great deal of uncertainty. However, now that the new models are physically available, the trade is becoming accustomed to our Adventurous Spirit strategy in the passenger car sector. One-third of our dealers appreciate our focus on exciting and polarising models, another third remain uncertain, and the final third want the Fiesta to return. Some dealers in this last group are unwilling to follow the same path as us.

■ Following the discontinuation of the old volume models, dealers now face the challenge of reaching a more affluent target audience. Are they achieving success?

The situation could be more consistent across the board: Some dealers successfully navigate our passenger car business transformation process rapidly, while others need help to connect with a new target group.

■ How would you characterise the mood within the dealer network?

We have successfully developed new dealer contracts in collaboration with the Ford partner association, which will take effect on April 1, 2025. This achievement results in a solid contractual agreement and provides stability within the network. Notably, we have avoided any court cases in both sales and service.

■ How are Ford dealers performing financially?

Profitability is strong, and dealers are optimistic about economic prospects due to the close integration of the passenger car and commercial vehicle businesses we focus on. All 200 dealers who have received the new distribution contract sell passenger cars and operate transit centres.

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