It is no secret that Ford is the dominant manufacturer in the UK in terms of small, family cars. They are also one of the top sellers of sub-compacts, compacts, and family vans in Europe. Now the company is investing heavily in trying to build its market share in the crossover and 4×4 arena. They do well enough in the States, but can Ford really compete in Europe?
The European SUV, crossover and 4×4 market clearly belongs to Nissan/Renault and their very popular Qashqai SUV. Other major players include Opel/Vauxhall, Audi, and BMW. All of the major competitors have long established reputations for putting out robust vehicles capable of withstanding considerable punishment. The big problem Ford is up against is not one of matching the quality and pricing of the competition; it is one of perception.
Ford has long been considered a master of the family car. What’s more, they are the preferred nameplate for family cars that are reliable yet affordable. Trying to compete in the higher-priced crossover and 4×4 market could be challenging. For 2016, the company is pushing hard with the Edge, Kuga, and EcoSport. The latter two are in the midst of major facelifts to improve their ‘sex appeal’.