Currently reading: Inside Model E: why Ford is hitting the reset button in Europe
The manufacturer is leaning on its American identity and a "rebellious" mindset for its radical transformation

“We’re going through the biggest transformation of any OEM. Perhaps even the biggest transformation of any company in any industry.”

It would be fair to say that Peter Zillig, Ford of Europe’s marketing boss, isn’t trying to play down the challenges facing Ford in Europe, nor the scale of the transformation it is trying to make in response. That transformation has it going all-in on electric cars, and Ford has restructured the entire company as a result.

At the start of the year, Ford split its company into three distinct divisions: Model E, Blue and Pro.

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