Ford eliminates 3,800 jobs in European reinvention that’s ‘unapologetically American’
Well, we knew this was coming, but not the exact magnitude it would entail. Following a scheduled discussion today, Ford of Europe has announced the elimination of 3,800 jobs – mostly in Germany and the UK – as it restructures its business overseas to support EV development. The leaning down also includes a complete rebranding of Ford in Europe to convey as much, to the point of being “unapologetically American.”
The elimination of thousands of jobs in Europe has been an unfortunate event Ford has been alluding toward in recent months, as the American automaker looks to fully-embrace bolstered electric vehicle production around the globe.
This past December, we reported that Ford Motor Company intended to instill American values as an EV-centric brand that stands for “freedom, the outdoors, and adventure.” This rebranding overseas is part of a larger production pivot to lean down and hone in on EV models, promoting crossovers and SUVs instead of long running compacts like the Ford Fiesta and Focus – both of which received expiries.
This is similar to Ford’s strategy here in the US, when the automaker announced last summer that it cutting 8,000 US jobs, mostly positions assembling combustion vehicles. Following a meeting in Cologne, Germany in late January, it became clear that Ford’s new EV strategy in Europe would somewhat mirror its actions in the US, and a slew of jobs were on the chopping block.
At the time, local media was reporting an expected 2,500 to 4,000 Ford product development jobs out of the 6,250 currently employed could be eliminated. Employees were told the decision and the scope of the job cuts would not be made final until February. Here we are.
Germany and UK receive biggest blow in Ford’s job cuts
Following today’s scheduled meeting to discuss job security (or lack thereof), Ford of Europe outlined the steps it’s now taking to “revitalize” its business in Europe. In fact, General manager for Ford Model e in Europe Martin Sander shared some bold words:
We are completely reinventing the Ford brand in Europe. Unapologetically American, outstanding design and connected services that will differentiate Ford and delight our customers in Europe. We are ready to compete and win in Europe. Our first European-built electric passenger vehicle is being introduced this spring and will surely turn heads.
Ford is also going unapologetically electric in Europe at the cost of 3,800 jobs, in order to create a “leaner, more competitive cost structure.” The resizing of its staff overseas will take place between now and 2025 and includes the largest job cuts to engineering, followed by other positions like administration, marketing, sales, and distribution. Here’s how it all breaks down per Ford.
| Ford Footprint | Production Development | Administrative | Total Job Cuts |
| Germany | 1,700 | 600 | 2,300 |
| UK | 1,000 | 300 | 1,300 |
| Rest of EU | 100 | 100 | 200 |
| Total | 2,800 | 1,000 | 3,800 |
As predicted, Ford’s jobs in Germany will take the biggest hit, followed by the UK which equates to about one in five positions being cut. The rest of Europe is relatively safe by comparison. Even after the cuts, Ford explains it will still retain about 3,400 engineering jobs in Europe that will reserve a new focus on EV development and creation of connected services. Sander once again spoke:
These are difficult decisions, not taken lightly. We recognize the uncertainty it creates for our team, and I assure them we will be offering them our full support in the months ahead. We will engage in consultations with our social partners so we can move forward together on building a thriving future for our business in Europe.
Ford of Europe states that today’s restructuring announcement will not affect its current timeline of delivering an all-electric fleet of passenger vehicles and light commercial vans overseas by 2035.
FTC: We use income earning auto affiliate links. More.
In the Electrek Podcast, we discuss the most popular news in the world of sustainable transport and energy. In this week’s episode, we discuss the new Tesla Model S/X “refresh”, robotaxi service is coming, a new EV price war in China, and more.
The show is live every Friday at 4 p.m. ET on Electrek’s YouTube channel.
As a reminder, we’ll have an accompanying post, like this one, on the site with an embedded link to the live stream. Head to the YouTube channel to get your questions and comments in.
After the show ends at around 5 p.m. ET, the video will be archived on YouTube and the audio on all your favorite podcast apps:
We now have a Patreon if you want to help us avoid more ads and invest more in our content. We have some awesome gifts for our Patreons and more coming.
Here are a few of the articles that we will discuss during the podcast:
Here’s the live stream for today’s episode starting at 4:00 p.m. ET (or the video after 5 p.m. ET:
FTC: We use income earning auto affiliate links. More.
Kia’s electric SUV has already become a hit in several overseas markets. The EV5 is now arriving as the first electric Kia to be assembled in Singapore, as it rolls out to new global markets.
Kia EV5 arrives as its first locally made EV in Singapore
Shortly after its introduction at the 2023 Chengdu Motor Show, Kia launched the EV5 in China, with prices starting at about 20,000 (149,800 yuan).
Kia is now seeing a full-on recovery in China, largely thanks to the new electric SUV. Its joint venture partner in China, Yueda Kia, ranked first in sales growth among JV brands.
In China, Kia sold over 248,000 vehicles last year, the first time it has crossed the 200,000 mark since 2020. The EV5 is made at Yueda Kia’s manufacturing plant in China and exported to overseas markets like Australia and Thailand.
In fact, the EV5 is currently the fourth best-selling EV in Australia this year through April, ahead of every BYD vehicle.
The EV5 is slightly smaller than the Tesla Model Y at 4,615 mm in length, 1,875 mm in width, and 1,715 mm in height.
After launching the EV5 in Singapore on May 28, Kia hit a milestone. The electric SUV arrives as Kia’s first locally assembled EV in the region.
The EV5 was officially launched during an event at Hyundai Motor Innovation Groupe Centre Singapore, where it will be made. It will join other Hyundai Motor electric cars, including the IONIQ 5 and IONIQ 6. Hyundai also builds the IONIQ 5 robotaxi here and exports it to the US.
Kia’s distributor, Cycle and Carriage, will sell the EV5 in three variants: Air, Earth, and a sporty GT-line. Two battery sizes will be available, 64.2 kWh and 88.1 kWh, providing range of 400 km and 540 km, respectively.
Prices for the base Air trim start at $194,000 (SDG), including COE. The Earth and GT-Line models start at $210,500 (SDG) and $260,000 (SDG) with COE.
Later this year, Kia will launch the global version of the EV5, which will be made at its Autoland Gwangju manufacturing plant in South Korea. It will be sold in overseas markets, including Europe and Canada, but not the US.
Kia confirmed the EV5 will be “exclusively for the Canadian market” in North America. It will be available in FWD and AWD powertrains. Two battery sizes will be offered: 60.3 kWh or 81.4 kWh, providing a range of up to 500 km (310 miles).
Source: Cycle & Carriage Kia Pte Ltd, The Straits Times
FTC: We use income earning auto affiliate links. More.
Do we smell a three-peat? The team at Ford Performance is once again competing at the annual Pikes Peak International Hill Climb, and this year is bringing a “Super” version of the all-electric Mustang Mach-E… At least we think there’s a Mach-E in there somewhere.
Pikes Peak—the “Race to the Clouds.” This annual event spanning 12.42 miles to an elevation of over 14,000 feet in the mountains above Colorado has been celebrated for over 100 years. While its hill climb is rooted in tradition and traditional vehicles, it has become an annual opportunity for EV engineers to showcase how much better all-electric models can be.
Last year, Rivian, Hyundai, and Ford Performance all impressed, with the former two automakers snagging records for their vehicle types, while Ford’s “F-150 Supertruck” took the “King of the Mountain” crown for the fastest climb of the day.
This past January, we learned that Ford Performance planned to defend its title at Pikes Peak with its third all-electric demonstrator in as many years. At the time, we only saw a sheeted vehicle that appeared to be relatively low with a massive spoiler, but the glowing front emblem left no doubt that it was a modified version of the Mustang Mach-E.
Today, Ford Performance unveiled the BEV it will use to climb Pikes Peak, which it is calling the Super Mustang Mach-E. Have a gander.
Super Mach-E will try to hold Ford’s Pikes Peak crown
Ford Performance shared the images seen above in an Instagram post with the following caption:
12 miles of mountain road. 156 turns. 14,115 feet of elevation. This is the @pikespeakhillclimb, and we’re bringing 6,125 lbs of downforce — and @romaindumas_official — to take it on with the Super Mustang Mach-E.
From the post, we’ve learned the Super Mustang Mach-E will be driven up Pikes Peak by none other than veteran French racer Romain Dumas. Dumas has a wealth of experience in some of the world’s largest (and longest) races, including the 24 Hours of Le Mans, Nürburgring 24 Hours, and the 24 Hours of Daytona.
He has been contracted to Ford Performance since 2022 and has won two of his five Hill Climb victories with the American automaker in the past two years (although the 2023 SuperVan victory was in the division and second overall). Could Dumas tally his sixth career victory at Pike Peak with a three-peat with Ford in the Super Mustang Mach-E?
Ford Performance and Romain Dumas have shown they can do it, so it’s a serious possibility. We will find out on June 22, 2025, when the 103rd running of the Pikes Peak International Hill Climb takes place.
FTC: We use income earning auto affiliate links. More.
-
Sports3 years ago‘Storybook stuff’: Inside the night Bryce Harper sent the Phillies to the World Series
-
Sports1 year agoStory injured on diving stop, exits Red Sox game
-
Sports2 years agoGame 1 of WS least-watched in recorded history
-
Sports2 years agoMLB Rank 2023: Ranking baseball’s top 100 players
-
Sports4 years ago
Team Europe easily wins 4th straight Laver Cup
-
Environment2 years agoJapan and South Korea have a lot at stake in a free and open South China Sea
-
Environment2 years agoGame-changing Lectric XPedition launched as affordable electric cargo bike
-
Business3 years agoBank of England’s extraordinary response to government policy is almost unthinkable | Ed Conway