What Ford Fair Taught Me About Our European Future

I’ve worked in locations around the world during my career at Ford — from the U.S. to Australia to Germany.

Every country in which I’ve worked had a unique culture, but they also had one thing in common: Ford isn’t just a car company — it’s an institution woven into the fabric of life.

So it says something that in all those years — and even having experienced huge car enthusiast events like the Woodward Dream Cruise and Carlisle Ford Nationals — I had never seen a fan-driven celebration dedicated to Ford on the scale of Ford Fair at Silverstone in the UK this August.

Was I surprised at the turnout and love for the Blue Oval? Honestly, no. Here’s why.

During the past year I’ve been spending as much time as I can with our customers and fans across Europe. I want to understand what Ford means to them and what they want Ford to be — and not be.

I want their opinions and their aspirations to inform the vehicles we build next.

What is clear is that passion for our company extends to every corner of Europe.

At Ford Fair I saw one of the rawest displays of that passion. This was Ford as part of the cultural landscape. You don’t see celebrations like this for toasters or toothpaste.

There were around 4,000 vehicles from across our history at the event, which was celebrating its 40^th anniversary. I’ve no doubt that some of those cars were there 40 years ago, perhaps with the same owners who’ve cherished them across the decades.

It’s a reminder that we’re not just in the business of making cars — we’re making memories. That’s why the bond with our fans is so strong. We are a part of their histories just as they are a part of ours.

These are our people. People who want to be part of Ford’s story. And an event like Ford Fair is a chance to celebrate everyone who shares that enthusiasm.

I’m grateful to these fans and these events for a lot of reasons.

They build a real sense of community around Ford. The interaction between the different clubs and owners is incredible to see.

It goes deeper than a shared love of cars. There’s a special place in their hearts for Ford, and I’ve been genuinely moved by how excited they are about what we make.

The grins I saw on drivers and passengers returning from laps of the Silverstone circuit could not be faked. These events give owners the chance to drive their cars the way they were built to be driven. Every lap is proof of engineering that took decades to refine — and a preview of what's coming next.

These deeply knowledgeable and passionate fans don’t just know our cars inside out — they know our stories, our motorsport lore, our myths and legends.

It was great to talk with so many of them — getting their honest read on the vehicles we were showing; which cars they think we should bring back; which names from our past still land hardest.

Their enthusiasm is genuinely infectious. They are ambassadors and advocates for everything we do.

And it leaves me not just with a good feeling, but with a standard to live up to.

Because here's the thing: every car at Ford Fair was once a new car in a showroom. Somebody chose it. Somebody kept it. Somebody decided it was worth 40 years of Saturdays.

That's the bar for what we build next. Not will it sell? but will someone still be polishing it in 2065?

We’re taking big strides to be competitive through the next decade and beyond, but nobody was excited for Ford Fair because of our business plan. They were there because a Ford meant something to them.

That is the thing that can't be copied, and it's the thing we refuse to trade away. It’s the DNA that will continue in our future passenger vehicle lineup.

Days like this tell me our future in Europe isn't a question. It's a promise — and these are the people we're keeping it to.

See you at the next one.

Jim Baumbick is President of Ford Europe