Blue oval launches offensive
Ford has outlined the next era of its business in Australia at a major media and dealer event in Melbourne.
A set of new multi-energy products and initiatives were announced spanning commercial, performance and adventure vehicle lines.
They are backed by an ambition to double coverage of the Australian vehicle market to more than 60 per cent within three years. The blue oval is also aiming for more than 90 per cent of its volume sold to be all-new or significantly refreshed by the end of 2030.
The company revealed the highly anticipated Bronco Basecamp, an adventure SUV powered by Ford’s first super hybrid extended-range electrified powertrain. The aim is for this to accelerate the brand’s presence in the fast-growing electrified SUV segment when it arrives in the second half of 2027.
Ford has also confirmed launch plans for the all-electric Transit City, the next evolution of the Transit family, with customer deliveries beginning in November 2026.
Then there’s the Australian-exclusive Mustang Dark Horse with a T8 spec pack developed with Triple Eight Race Engineering, which touches down in the fourth quarter of this year.
Rounding out the announcements was the local launch of Ford Pro. This is a new commercial ecosystem that brings together vehicles, customisation, finance, service and software into one place, so businesses spend less time managing separate suppliers and more time on the road.
A new seven-year warranty was also confirmed for vehicles serviced exclusively through the 180-strong national Ford dealer network.
“For 101 years, Ford has been part of the fabric of everyday life of Australians, helping to build this nation and standing beside them during good times and bad,” says Fadi Mawal, president and CEO of Ford Australia and New Zealand.
“A century on, we’re more committed to Australia than ever. This event is about showing what’s next for our customers and we’re just getting started.”
Bigger ambitions
Ford says the announcements it has made “come from a position of strength”. The Ranger has been Australia’s best-selling vehicle for three consecutive years and remains number one year-to-date, while the Everest leads the large SUV segment and the Mustang is the country’s best-selling sports car.
Mawal says strength is the platform for a much bigger ambition. “We’ll get there by broadening our portfolio and bringing in more zero-tailpipe and low-emissions vehicles without asking customers to compromise on capability, lifestyle or quality.”
He points to Ford’s local manufacturing and engineering credentials as a foundation for that growth, noting its 1,500 Australian employees and AU$5 billion in local R&D investment over the past decade mean vehicles built specifically for local roads and conditions.
“What makes us different is choice – across price points and powertrains – backed by a brand, commercial ecosystem and dealer network others can’t match,” adds Mawal. “Winning in this era requires real change. Customers deserve the peace of mind of a local legacy, global footprint and one of the country’s largest service networks."
Commercial clients
The marque has boosted its support for commercial customers with the local launch of Ford Pro. This is an integrated ecosystem – already successful in Europe and North America – built around “if a customer’s vehicle isn’t on the road, they’re not earning”.
The traditional fleet model has largely focused on selling and servicing a commercial vehicle in isolation. Ford Pro brings vehicles, customisation, finance, service and software together into one ecosystem.
About half of all vehicles sold in Australia are transacted through an Australian business number. Roughly 2.5 million small and medium-sized companies employ more than five million people there, generating close to half the nation’s GDP.
Ford has been Australia’s number two commercial-vehicle brand for 13 consecutive years. It has now closed its historical circa 21,000-unit gap to the market leader to 3,400 units year-to-date and topped the monthly sales charts in April and June 2026.
As part of the launch, Ford confirmed its after-purchase care programme is getting better by extending the new seven-year, unlimited kilometre warranty to commercial clients who service exclusively within its dealership network.
“Our seven-year warranty is a strong commitment to our retail and commercial customers that we’ve got their backs for longer,” says Greg Davidson, director of Ford’s customer service division. “Ford Pro builds on that legacy to keep our commercial customers’ businesses moving. This is about giving Ford owners real confidence, not just in the vehicle they’ve bought, but in the brand they’ve bought into.”
Mawal adds: “Our future direction is clear – greater choice for customers, deeper loyalty to the brand, more foot traffic into our dealerships and a more diverse line-up to sell.
“We will keep designing and engineering vehicles right here that are made for Australians and our tough conditions, while leveraging the best of Ford’s global portfolio to move fast and stay affordable for local customers.”
