Ford had 20,000 workers in the Colonia factory. Ten years later they are 7,600 because their electric cars are not bought

Three years ago, Ford presented its short and medium -term road map for Europe. Then they announced seven new completely electric modelsof which they were commercial vehicles. Of the other three, only one was a Ford. And, in fact, it has ended up becoming the electric variant of a combustion car.

We talk about Ford Pumaan electric car in which they have had to juggle to put an electric motor train. A car limited to the city because platform restrictions Combustion barely leave space for a 43 kWh battery. With its more than 34,000 euros of departure, it has become a difficult car taking into account that it moves on the highway between 200 and the 250 real kilometers of autonomy.

The other two, as we said, are not Ford cars. The Ford Explorer and Ford Capri They are electric cars mounted on the Volkswagen platform. In both cases we have stressed that, dynamically, cars have a slightly more interesting tuning than that of the Germans, with more hard suspensions and a slightly more direct direction.

However, if you mount one and another it is easy to verify that both models are mounted on the Volkswagen MEB platform. That is disguised with the vertical displaceable screen in depth and a speaker arranged as if it were a sound bar. But that’s it.

The interface of a good part of the menus is Purely Volkswagen And, specifically, it is evident that it is a hardware and software mounted on the MEB platform. And that is bad news. For your touch controls or for your usability decisions.

And they are also bad news for Ford. So much that it will fire a thousand German employees because their electric cars are not buying.

The results of a failed strategy

A thousand employees. That is the number that Ford will say goodbye to its neighborhood plant (Germany). They argue that “in Europe, the demand for electric cars is still well below the forecasts of the sector” and that, therefore, the plant will pass to a single shift in 2026, reducing its productive capacity, in words collected by Motorpasion.

They explain in the middle that so far this year, Ford has sold 19,000 Ford Explorer units and Capri is still below. In fact, you have to go down to the fourteenth place between best -selling electric cars in Europe in the first half of the year to find the Americans. Cupra, Byd or Peugeot were above them.

We could talk about bad results but Ford invested 1,000 million euros in Colonia to modernize the plant and get its electric cars out of there. With a productive capacity of 250,000 vehicles per year, the factory works at half a gas. Nor is it a good time to receive this news since The company is losing money this year and suffering with American tariffs. So much so that last year he earned 1.8 billion dollars and this year plays in red numbers.

The result is also the consequence of a risky strategy: to offer two clearly differentiated products.

In October 2024, Jim Farley, his CEO, said that the company was “leaving the market of boring cars to enter the market of iconic cars” to the magazine Car. The statements They coincided over time with the abandonment of classic vehicles in the European market such as party, Mondeo or Focus. And it continued:

“We are good making a quick car (about Ford and the bronco sub -jack) and authentic SUVs. Look at the Raptor, we brought it from Mexican competitions and turned it into a car that can be used in the street. It is a great example of where I think our passenger cars should go (…) We can face Porsche with the Mustang, it is the best -selling sports coupe in the world. and be stronger and stronger “

In those words, Ford’s strategy was hidden. European emission regulations They aimed at 2025 of Milmillonarias fines. Finally, the sanctions were delayed to 2027 but, if applied, Ford needs to sell many more electric and few cars like the ones Farley mentioned since they exceed the maximum proposed emissions of 93 gr/km of CO2.

The answer was the hug to the Volkswagen MEB platform. This has been criticized harshly by critics and the public. In their eagerness to reduce costs, decisions have been made as a profusion of tactile controls They bother in place of adding. And cars have not highlighted precisely for good autonomy or a groundbreaking price.

But, in return, Ford has obtained two electric cars in the market with a minimum investment. The risk is almost limited to the modernization of the colony plant. So, There are two clearly differentiated business lines In Ford: Cheap cars (developed on the work of others) and expensive and representative cars that do not even refer to Ford. It is no accident that the Mustang, Bronco or Raptor have lost the Ford logo on their front. They are, in themselves, as families that work almost independently.

The problem is that the public has not bought Ford’s bet. The Ford Explorer or Capri are not bad electric cars but you have to assume the youth errors of the MEB platform paid, in addition, at a high price. In what we have been, in Spain, 649 units have been bought between the sum of these two models. 649 units of the almost 21,000 registrations that Ford is registered at the end of August.

The damage is especially bleeding in more powerful markets. In Germany, Volkswagen has managed to overcome with the ID.3a car that seemed dead but is the best selling in the electricity market. He is followed ID.7which also uses the MEB platform. The Volkswagen ID.4 and ID.5 They are positioned in the fourth position (add up to the same bag because ID.5 is only the Coupé variant of ID.4). You have to go down to the twelfth position to find the Ford Explorer. Capri is not among the 20 best -selling electric ones in Germany.

This market, like the Belgian, has managed to shoot the number of registrations using the company car as an incentive. Direct purchase aids have been eliminated but companies that offer the electric car as salary in kind are helped from the state. This has managed to shoot the registrations and give a push to sales. And, in that case, the Germans prefer the German vehicle.

But we could also say that, with its advantages and inconveniencesThey prefer the original copy model. Yes, the Ford Capri and Explorer have a different dynamic, “more Ford.” But the car, in the concessionaire, It feels like a copy of the German model And that, without a doubt, does not help sell two high -price cars for the customer.

Ford has chosen to differentiate its range. Having Halo cars is one of the maxims of every company because that helps them sell more earthly, practical and cheap vehicles. The problem is that the Halo vehicles that Ford has in the market does not look anything like these two models. No one recognizes a Ford Mustang Mach E in the Ford Capri and Explorer.

Because they don’t look at anything.

Because they are Volkswagen cars.

And that’s why Ford will say goodbye to a thousand employees.

Photo | Ford

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