Ford trims EU leadership as it struggles to keep pace in the shift to EVs

Ford is cutting its EU leadership team as the automaker struggles to keep up with the market’s shift to EVs. After losing its European boss to Volkswagen, Ford is reorganizing its business to get the brand back on track.

Ford’s European top executive, Martin Sander, left the company earlier this month to join Volkswagen. Sander joined the VW brand as its new head of sales and market.

The loss is significant as Sander played a key role in launching Ford’s first EV build in the EU, the electric Ford Explorer.

Ford began Explorer EV production earlier this month at its new dedicated EV center in Cologne, Germany. The electric Explorer is the first EV spawned from a 2020 partnership with VW to use its MEB platform.

Sander’s position will be eliminated as Ford reduces its headcount at its European headquarters in Cologne.

Ford said the changes were part of a broader “transformation of its European business.” Starting July 1, 2024, Ford will have four directors in Cologne, down from nine.

Ford downsized EU leadership amid struggles

The downsizing “simplifies” its management structure, according to Kieran Cahill, Chairman of the Supervisory Board of Ford-Werke GmbH. Cahill explained the move “gives us more speed of action” as Ford looks to turn around its European business.

According to German auto news outlet Automobilwoche, Ford’s EU leadership changes come as the automaker struggles to stay afloat.

The report claims the new electric Explorer must drive sales. Otherwise, “Ford could completely abandon its car business in Europe in the medium term.”

With roughly 98% of profits coming from the US, Ford is moving cautiously in the EU. Its second EV based on Volkswagen’s MEB platform is expected to be revealed shortly. Ford plans to begin production on its second MEB-based EV, following the Explorer, later this year.

In the US, Ford was the second best-selling EV brand (excluding combined Hyundai and Kia sales) through the first five months of 2024. The Mustang Mach-E is the third top-selling electric car behind Tesla’s Model Y and Model 3.

Meanwhile, the F-150 Lightning is still America’s best-selling electric pickup. However, Tesla Cybertruck sales are climbing while new EV trucks are hitting the market.

Earlier this month, Ford cut Mustang Mach-E lease prices by up to 400% to maintain momentum.

If you’re in the market for a new EV, now may be the perfect time to start shopping at some of the lowest prices yet. You can use our links to find deals on Ford’s electric vehicles at a dealer near you.