Ford Fiesta axed to make space for new electric cars in Cologne

The Ford Fiesta was axed as the brand “needed the space in the factory” in its switch to electrification. Martin Sander, general manger of Ford's Model E electrification division in Europe, told Autocar that the decision was “not one we did light-heartedly, but we have to do something” if the Ford business was to change. “We decided to build our first high-volume electric vehicle here in Cologne,” said Sander. “There comes the point where we need the space for construction, because we are turning the Fiesta plant into a fully battery-electric plant. This is why we had to make a decision that we have to stop Fiesta production.” Sander said that when Ford was reviewing its European factories a few years ago, Cologne was “the best place and most natural place to make this major investment” in electrification. Making Cologne an electric car plant has come with a $2 billion investment. In co-ordinating its new factory line-up, “as a consequence, the Fiesta had to go”. As for whether the Fiesta name would return, Sander said that there were “no concrete plans” but “I don’t want to rule anything out” for the longer term future. Ford has gone all-in on electric cars in Europe, and is entirely overhauling its model range to facilitate. Gone will be names not only like the Fiesta, but also the Ka, Ford Focus, Ford Mondeo, Ford S-Max and Ford Galaxy. It is well known that Ford’s traditional passenger car business has never been consistently profitable, which is why the company is so dramatically overhauling its model range, and sees the rise of electrification to fundamentally change its business. The Ford Puma will become the entry point to the range, and a new Ford Puma EV will be launched in 2024 after a summer 2023 unveil. In March, Ford will reveal a new electric C-segment crossover based on the Volkswagen Group MEB platform that will go on sale by the end of 2023. This will be followed a few months after by a different body style version of this car. Both will be built in Cologne, as part of the $2bn investment. “There is so much market outside the Fiesta territory which needs more battery-electric vehicles,” said Sander. “Over the next months and years we will be busy [building] a proper broad range in a higher part of the market.” Sander would not be drawn on the future of the ST and RS badges in the electric era for Ford. As part of this dramatic change in its operations, Ford has split its business into three distinct divisions: Model E, Pro and Blue. Model E will build electric cars, Pro commercial vehicles, and Blue internal combustion engined vehicles. From next year, each division will record its own profit and loss figure within the Ford financial results. Ford Model E aims to sell 600,000 electric cars per year in Europe by 2026, and every passenger car in showrooms will be electric by 2030. Other investments include a $490m investment in the Craiova plant in Romania to build the Puma EV, and a $470m in Halewood to build electric drivetrains. Sander said Model E was about trying to make Ford “a brand you absolutely love”. It will not be a customer-facing brand, and all models will still wear the Ford badge. “In 18 months, we’ll have four battery electric vehicles covering low €30k to €80k, a huge part of the market,” said Sander. “These will help us transform the brand and the business. It’s a very long-term vision.” He added that it was one Ford “has to get right”.