Ford is launching an offensive in Europe with seven new models to counter the rise of Chinese manufacturers.

American automaker Ford Motor Company announced Monday the launch of seven new models in Europe by 2029, in a strategy to revive its flagging passenger car sales and to cope with increasingly intense competition, particularly from Chinese manufacturers.

These new vehicles include five passenger cars, including a small electric car and a small electric SUV. These two models will be produced at a Renault plant in northern France, which will utilize technologies from the French group as part of this industrial collaboration.

The three other SUVs announced by Ford Motor Company will be offered in both hybrid and fully electric versions, reflecting a more flexible strategy in the face of the energy transition and evolving demand from European consumers.

Ford of Europe President Jim Baumbick stated that the group's objective was to increase its market share in a market he described as "increasingly fragmented." He believes the brand must now differentiate itself to remain competitive against highly dynamic rivals.

At the same time, the American manufacturer criticizes European policy on reducing CO₂ emissions. Ford believes that regulatory targets should better reflect actual consumer demand and provide more support for plug-in hybrid vehicles and extended-range models, rather than exclusively favoring 100% electric cars.

This announcement comes amid a major restructuring of Ford's operations in Europe. The group recently closed its Saarlouis plant in Germany and cut jobs at its Cologne site, as part of a broad plan to adapt its business.

Ten years ago, Ford Motor Company held fourth place in the European market with over one million vehicles sold. Last year, its sales fell to approximately 426,000 units, causing the manufacturer to drop to eighth position, behind brands like Mercedes-Benz Group.

At the same time, Chinese manufacturers such as BYD and Chery continue to gain ground in Europe, with sales increasing sharply, intensifying the pressure on the historical groups in the automotive sector.