Ford is aggressively boosting electric vehicle sales in Europe through the government-backed Auto+ program. The company has announced its own additional discount of €4,500, effectively doubling the government subsidy for buyers.

Combined with mandatory dealer discounts, total savings could reach around €10,000. This level of support significantly reduces the cost of EVs, making them more competitive in the affordable car segment for 2026.

The subsidy system follows the EEE principle—"electric, economical, and European." Electric vehicles automatically receive 50% government support. If the price is below €35,000, an additional 25% is added. Extra bonuses are available for European assembly and the use of European-made batteries.

One example of the program in action is the new Ford Puma Gen-E. This electric crossover is produced in Europe, priced under €35,000, and fully meets the program's requirements. With government aid and Ford's own bonus, the base version's price could drop to around €24,000.

Beyond direct discounts, the company is expanding its benefits package for buyers. Under the Power Promise program, Ford offers five years of free servicing, a battery warranty of up to eight years or 160,000 kilometers, and 24/7 roadside assistance. Additional savings may come from CAE certificates costing about €1,000–1,210 and regional support programs.

A promotion for Ford's 50th anniversary also provides a bonus of around €1,250 when trading in an old vehicle. Official applications for the program are expected to open after the conditions are published in the government bulletin in spring 2026, but the support is retroactive for cars purchased from January 1.

These substantial discounts highlight how strongly automakers are pushing to accelerate the shift to electric vehicles. If the price of electric crossovers truly approaches that of budget gasoline models, the market could see a new growth spurt.