READY SET Ford as New Ranger MY26 Makes Global Debut at Brussels Motor Show

During the press conference, Ford Belgium executives touched on several major themes: Ford’s European strategy and its evolving partnership with Renault, the new READY SET Ford marketing slogan making its debut at a major salon, and the company’s performance on the Belgian market in 2025, including notable market share gains and becoming the top-selling brand in the CV segment. There was also a strong focus on Ford Racing, underlining the brand’s commitment to performance and motorsport culture.

In addition to the corporate presentations and vehicle premieres, Ford organised an energetic racing activation that drew wide interest with more than 3,000 people participating.

Ford’s Ready SET Ford campaign made a visible impact as well, marking its first major public activation on a Salon stage and receiving very positive feedback from visitors and media alike.

Belgian MD Peter Bertin told @Ford: “Throughout the show, Ford’s stand offered a sales motor show experience where vehicles were presented in fully configurable setups. The Ford exhibit staff assisted visitors with car configurations and facilitated the handover to local dealers. This hands-on, consultative approach generated significant interest, especially for Ford Pro commercial vehicles, which attracted considerable attention from both business and private visitors.

“On the passenger car side, models like the Kuga and Puma continued to shine with private customers, proving their lasting appeal in a competitive market.”

In all, Ford’s presence at the Brussels Motor Show was a dynamic mix of strategy, products, experience and engagement — delivering on both business objectives and excitement for the brand’s future in Europe. This year, 350,000 people visited the show, an increase of around 14 per cent compared with 2025.