Ford is to review its entire business in Europe as it seeks to address its projected $1 billion (£637 million) losses in the market this year.
Speaking at a JPMorgan Chase conference last week, Ford controller Stuart Rowley described the firm’s performance over the past year as “not acceptable”.
Rowley said: “We are looking at our plan and will address all aspects of our business, looking at our structural costs, our product portfolio and our brand.”
Ford won’t resort to heavy discounting, though. “We think it’s very important to focus on maintaining margins as we address issues in Europe,” said Rowley.