ELECTRIVE — 2025-03-17
Automotive Industry
The starting signal in Romania has been given. The new Puma Gen-E, the E-Transit Courier and the E-Tourneo Courier are now rolling off the production line at the Ford Otosan factory in Craiova. These are the first electric vehicles to be manufactured in Romania and exported to other European countries and Turkey. electrive was there for the kick-off.
In Craiova, sometimes a Puma, sometimes a Transit or a Tourneo hangs on the conveyor belt. And sometimes these get a combustion engine, sometimes a battery. The electric versions have a closed front, the combustion-powered ones have a classic radiator grille. Otherwise, the cars are the same; electric and combustion-powered cars are produced together on the same line at the Ford Otosan factory. The assembly process is highly flexible and only the components that have been ordered are built.
The manufacturer already opened the order books some time ago. Nevertheless, Ford is keeping a low profile on the number of pre-orders. Instead, they repeatedly emphasise that the Ford Puma has a particularly strong fanbase in the UK – it is even Ford’s best-selling small car in Europe. At least as a combustion engine. Whether the Puma Gen-E, with its 43-kWh battery and 376-kilometre range, will also be a bestseller remains to be seen.
“I would be surprised if we said we’re going to sell equal amounts of EVs to ICE vehicles, given what we’ve seen in the industry and in the marketplace,” says John Davis, Global Director, Electric Vehicle Van and Bus Programs. However, he adds: “We know our customers are interested in more affordable solutions. And I think that we’ve now got something they can choose from if they are interested in EVs.”
The Puma Gen-E is unlikely to have an easy time of it in Europe, even though the best-selling Ford model in Europe. That is because the variants without the ‘E’ are significantly cheaper. And electric cars from other manufacturers are also competing with the new electric car. A VW ID.3 with 52 kWh net or 388 kilometres according to WLTP is available for under 30,000 euros, and the Kia EV3 starts at a similarly expensive 35,990 euros – but with 58 kWh and 436 kilometres, it offers more. The Opel Frontera Electric, on the other hand, which has a similarly sized battery with 44 kWh, is significantly cheaper at €28,990.
But Ford is confident. Yes, range is “a sensitive element for consumers,” says Davis. But they re not just buying a battery, “they’re driving a vehicle that has amounts of connectivity, of accessibility, of utility and flexibility.” And that is why the ICE variants of the Puma have been successful and it will help find the right consumer for the BEV version as well.
“And to be honest, most people don’t need as much range,” Davis adds. “I know we all have an element of range anxiety. We see that in our commercial customers as well, and it’s also why we’re trying to deliver what we think is best value to our customers.” However, a larger battery would mean a higher price tag.