Ford Uncovered - The Run to 2030
In a rapidly shifting Australian car market, Ford Australia have uncovered their strategy for growth through to 2030.
Underpinned by a focus on 3 pillars; Build, Thrill and Adventure, the brand plans to double product footprint to 60% and refresh 90% of their range in the coming 4 years.
It’s a bold goal that's far more important than is being let on given the current operating climate. It’s also one that is achievable if we look at the successes the brand has enjoyed through their Ranger and Everest nameplates over the years.
So, what do the pillars mean?
Rather than focus on randomly filling gaps in vehicle categories, Ford have identified three focussed customer segments from which products and services will emanate.
The reality is that there’s nothing wildly different or misaligned from the current state. This is no bad thing, because it means the brand can unlock the equity gained in these segments over the years and use it to their advantage.
Build:
This consumer segment uses their vehicle for commercial puposes, a cornerstone of the domination Ford Australia enjoys via the breadth of their Ranger and Transit offerings.
This consumer set will see an increased focus on both service proposition and product.
The Ford Pro Ecosystem first revealed at the launch of the Ranger Super Duty and has cruised through an initiation phase, with the brand claiming to have aided 5000 conversions to date across the country.
These can range from simple fitouts to complex conversions for specific use cases such as firefighting.
Finance offerings will also expand to reduce the friction a customer may feel during the buying process. Arrangements will include a valuation that can absorb up to 50% of the costs of conversions and customising activity.
But perhaps the most interesting news here is the addition of the Ford Transit City. This BEV commercial van results from a joint venture with Chinese automotive manufacturer Jiangling.
With design spearheaded by local engineers, Ford have taken a data driven approach when it came to the details.
380km of city range facilitated by a 56kWh LFP battery is the headline number everyone wants to know, but it’s how the team got to that end point that’s just as intriguing. Real world testing with selected partners revealed that a delivery driver averages 150km a day with 18 stops, this means that range is ample when focused on city based work.
Further to this, 60km of range can be added with a 10-minute DC fast charge, or a full charge from 10-100% in 5.5hrs on an AC charge.
Inside seating proved to be true to Ford form, with good size and bolstering with the added bonus of heating. Ingress and egress is easy, and an elevated position allows for great visibility.
It’s ready to go to work with a 1087Kg payload within its load-lined cargo space, which can house 2 Australian pallets.
Most importantly, it’s the entry point to the Ford van range, with deliveries starting in November at a sharp driveway price of 50k.
Adventure:
The second strategic pillar is for the adventurer, which much like the above cohort, is well accommodated by Ford via the Ranger and Everest nameplates.
There’s truly a variant for everyone regardless of persuasion, in what is a seemingly never-ending list. Which is why for me, it was a little surprising (initially at least) to witness the launch of the Bronco Basecamp.
In essence it’s an extended-range electrified interpretation of the Bronco nameplate, developed as part of the same joint venture with Jiangling in China.
The Bronco Basecamp boasts 800-900km range from a drivetrain combination which deploys a 1.5-litre combustion engine that charges a 49kwh battery. That battery sends electric drive to all four wheels via two electric motors.
It’s certainly an interesting proposition, with a clean and boxy SUV design beyond the instantly recognisable Bronco front end. Poking around the “Outer Banks” variant revealed a spacious cabin with a few interesting features. Out the back, a fold down table is a great spot to prepare meals, while inside, the seats will fold flat and can take an optional inflatable mattress.
Up above, the full glass roof can electrically raise or lower in a pop-top arrangement, with a breathable fabric membrane between it and the body which can be unzipped. The piece de’ resistance is rain sensing, which can lower the glass roof while you sleep.
With 6.6kw of Pro-Power-On-Board, things like camp fridges can be powered when static. That is if the internal hot and cold storage box in the centre console isn’t quite enough.
Details were thin on the Bronco Basecamp as it’s still classed as a prototype by the team. It was good to see the deployment of the ARB partnership, with the vehicle on display accessorised with an awning and side mounted storage boxes.
Importantly, The Bronco isn’t designed with the traditional four-wheel-driver in mind, and the team won’t be marketing it as such.
I would suspect that the Bronco Basecamp will find patronage amongst those looking for an economical hybrid SUV that can provide space and comfort, with the option to get away (but not too far) from the city
Pricing is not yet clear, but deliveries commence mid-2027
Thrill:
Upon entering the Melbourne Exhibition Centre I was a little perplexed to see the obvious profile of a Mustang under the black sheets.
My fears were allayed with the unveiling of a new limited edition Mustang Dark Horse T8-Spec pack.
This Australian exclusive model is designed to not only reflect a successful partnership between Ford and the Triple-Eight race team as part of the Supercars series, but echo Fords desire to “race to win”.
Adjustments include a combination of form and function. With reset suspension tuning, a larger rear spoiler with Grabber Blue finishing, Recaro seats inside, and a range of bespoke styling including a numbered build plaque.
Every owner of a T8-Spec Mustang Dark Horse will also be invited to an exclusive Triple Eight race day with the team at Queensland Raceway.
Only 250 will be built and deliveries commence in late 2026.
So what?
Many will take these announcements with a level of negativity, with the majority likely to stem from the joint venture with Jiangling.
There is a serious level of parochialism in the circles where Ford plays.
I won’t lie; I would’ve really loved to see the full-fruit Bronco come to our shores, I wont be the only one with that sentiment.
But, and it’s a big one; with a new Chinese entrant seemingly every other week, volume is incredibly important. “That” Bronco simply would not produce the numbers required to make it a feasible business case for Australia.
Buyers are also incredibly fickle these days. New entrants are marketing vehicles with a wild range of niche functions, and a long list of luxury features that appeal to a changing consumer wish-list.
It’s made even more challenging when one considers the price point that these new models are being marketed.
Every incumbent failure that’s been studied over the last 100 years has resulted from an inability or lack of desire to adapt. Look at Kodak and Blackberry as examples of world leading businesses that failed when digital photography and the touch-screen phone came along.
My view is simple; I’m glad that Ford is acting while they’re on top. Automotive manufacturing is changing the market at a rapid rate, offering options to consumers that simply didn’t exist just a few short years ago. If you’re not playing in those spaces you have no chance of winning.
For mine, if these sorts of vehicles mean I can buy a Ranger Raptor, Everest, or V8 Mustang a little longer, I’m all for it.
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