Ford is expanding its passenger vehicle offerings in Europe with the introduction of the new Tourneo line. The new sub-brand, built upon the foundation of its Transit van, aims to capture a growing segment of the market. The Tourneo line is designed for individuals with active lifestyles who require ample space for sporting equipment, according to Ford.
“This segment is forecast to grow by 70% in the next four years,” said Barbara Samardzich, director of sales at Ford.
The Tourneo family will include the 5-seat Tourneo Courier and the 7-seat Grand Tourneo Connect, which will be showcased at the show along with the 5-seat Tourneo Connect and the Tourneo Custom. The Tourneo Custom offers seating for up to nine passengers and comes in two lengths.
Ford emphasizes that the Tourneo line differs from its B-, C-, and S-Max offerings. “The Maxes are family-oriented, while the Tourneos aim for people with active lifestyles,” Samardzich explained.
The Tourneo line will not be available in North America.
Ford sees a strong growth potential for this people-mover segment. The company anticipates that the overall van-turned-“car” segment will expand by 25% over the upcoming five years, reaching 100,000 units, according to Samardzich. The Tourneo Courier, set to be manufactured in Turkey, is expected to go on sale in early 2014.
Aside from the Tourneo launch, Ford is also focusing on other crucial factors. New vehicles introduced in the past year, such as the Fiesta and Kuga (Escape) cross/utility vehicle, accounted for 40% of Ford’s sales in 2012. The company is also planning to release the Edge CUV and Mustang later this year. Moreover, the new B-segment EcoSport CUV premiered in Barcelona, Spain, and will be available later in 2013 with a 1.0L engine and the voice-activated Ford SYNC system.
All vehicles at the Ford show stand are equipped with EcoBoost engines and SYNC. Only 30% of Ford models offered SYNC in 2012, and 60% of models offer SYNC this year. Although Ford is the second-largest brand in Europe after Volkswagen, its sales fell 13.2% last year, leading to a 7.6% market share. However, Ford CEO, Steve Odell, aims to match or improve upon the 2012 sales performance this year. Ford’s sales in January dropped by 25%, lowering its share to 6.9% in the European Union. Odell states this was partly due to Ford shifting from the fleet market towards sales to individuals.
Ford’s commitment to launching new products remains strong, and Odell believes that prioritizing investment in new vehicles, especially during challenging economic conditions, will be beneficial in the long run.
