Part 2/11:
Ford set ambitious goals to lead the European EV market, aiming to launch a fully electric lineup by 2030. The $2 billion investment in its Cologne plant was deemed pivotal for establishing a strong presence in Europe’s green transition. However, as 2024 progresses, this strategy appears increasingly optimistic. The timing of Ford’s plans has simply not aligned with consumer demand. While European regulations pushed automakers toward electrification, consumer readiness lagged. Competitors, like Toyota, found success by offering hybrid options, while Ford bet everything on a complete transition to EVs, leaving it vulnerable amid a faltering economic landscape.