Ford of Europe‘s upcoming all-electric crossover, expected to the called Explorer Sport, will be the first new model to be launched under the automaker’s American-inspired “Adventurous Spirit” marketing and design ethos.
Ford teased the look of EV on social media ahead of the car’s unveiling that is expected to take place in March. Teaser pictures of the car hint at a more angular, rugged look than Volkswagen Group’s EVs based on the same MEB electric platform.
Ford has licensed the use of VW Group’s electric-only MEB architecture for two full-electric models. Ford describes the second EV as a “sport crossover.”
The two EVs will be built in Ford’s factory in Cologne, Germany, replacing production of the Fiesta small car, which will be phased out as the European car market shifts to electric cars.
The Explorer Sport is expected to straddle the compact and midsize sectors and compete with EVs such as the Toyota bZ4X, Nissan Ariya and VW ID4. Ford has said it will have a 311-mile driving range on a single charge.
Ford has pivoted to crossovers for its passenger car lineup in Europe as it pulls out of declining or unprofitable vehicle segments such as the small, compact, midsize and minivan segments. The Fiesta will be axed next year and the Focus compact car will go out of production at Ford’s plant in Saarlouis, Germany, in 2025.
Ford is also dropping its S-Max and Ford Galaxy minivans built in Valencia, Spain. Production of the models will stop in April 2023. Production of the Mondeo midsize car in Valencia has already ended.
Ford also plans build electric vehicles in Valencia, likely built on a Ford electric platform, although in August it said it was delaying production investments in Spain, citing a “revised outlook for Europe.”
Ford is using the new slogan called “Adventurous Spirit” as the automaker revamps its marketing strategy in Europe to emphasize its American heritage.
The “Adventurous Spirit” is the ethos that will help drive our transformation in Europe, by helping us connect emotionally with consumers who say they know we’re American, but don’t feel we’re American,” Ford of Europe’s marketing director, Peter Zillig wrote in a LinkedIn post.
Zillig identified four “families” of vehicles under the “Adventurous Spirit” umbrella, with the new electric crossover falling under “Active Adventure” together with the Kuga compact crossover. The others are “Wild Performance” for cars like the Mustang and Mustang Mach-E; “Urban Escape” for smaller crossovers such as the Puma; and “Ultimate Outdoor” for lifestyle off-road vehicles such as the Bronco and Ranger Raptor pickup.