The scenario surrounding the once important German Ford subsidiary can best be compared to a heap of broken glass at the moment. Ford wanted to focus on a quick switch to electric cars in Europe. But for technical reasons that are still difficult to understand, the market launch of the electric Ford Explorer built in Cologne was postponed by almost a year. Now, two days after the start of series production, German Ford boss Martin Sander left the company for VW. Because of the delay, the new electric models are now launching during the market downturn, and Ford Europe is left without a leader. It was right to change the model range from a full-range provider to a selective provider of cars in important segments. But Ford is currently not flexible enough to react to market fluctuations between combustion engines and electric cars. The attempt, which is still in its early stages, to reposition the brand with an American flair and an outdoor image cannot help either.
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