Ford Australia has decided not to bring the electric Puma Gen-E to Australia as previously planned. This decision leaves a gap in Ford's electric vehicle lineup for Australia.

The Puma Gen-E was set to replace the petrol-powered Puma, which is being discontinued in mid-2024.

Ford Australia now has only four confirmed electric vehicles for its lineup: Mustang Mach-E, E-Transit, E-Transit Custom, and Explorer. The company is still committed to having five electric vehicles in its Australian lineup by the end of 2024.

It's unclear what will replace the Puma Gen-E as the fifth electric vehicle in Ford's Australian lineup.

This decision follows a global trend of Ford scaling back its electric vehicle plans due to market pressures. Ford cites the need to match production with customer demand as a reason for these changes.

Here are some potential disadvantages of Ford not offering the Puma Gen-E electric vehicle in Australia:

  • Gap in affordable EV offerings: The Puma Gen-E was expected to be one of Ford's more affordable electric vehicles. Without it, Ford lacks an entry-level EV option in Australia.
  • Limited EV lineup: Ford's electric vehicle lineup in Australia becomes more limited, with only larger and likely more expensive EV options available.
  • Loss of potential market share: As the EV market grows, Ford may miss out on capturing customers looking for smaller, more affordable electric SUVs.
  • Reduced competitiveness: Other brands offering small electric SUVs may gain an advantage over Ford in this growing segment.
  • Fewer options for environmentally conscious consumers: Customers seeking an affordable, eco-friendly Ford option now have fewer choices.
  • Potential impact on meeting emissions targets: The absence of a smaller, efficient EV could make it more challenging for Ford to meet future emissions standards in Australia.
  • Missed opportunity in a growing segment: Small electric SUVs are becoming increasingly popular, and Ford may be missing out on this trend.
  • Potential loss of brand loyalty: Existing Puma customers looking to transition to an EV may need to switch to other brands.
  • Reduced product diversity: Ford's Australian lineup becomes more focused on larger vehicles and commercial options, potentially limiting its appeal to a broader customer base.
  • Possible negative impact on Ford's image as an innovator: Not offering the latest EV technology in a popular segment could affect perceptions of Ford's commitment to electrification.

The company is shifting focus towards hybrid vehicles and more affordable options in some markets. This change in strategy will impact Ford's electric vehicle offerings in Australia, potentially limiting options for consumers looking for affordable electric SUVs.