Electric Ford Puma Gen-E canned for Oz

Ford Australia has slashed hopes of a more affordable electric SUV offering Down Under, with confirmation it will no longer offer the 2025 Ford Puma Gen-E, which has just been unveiled ahead of its launch in Europe early next year.

Looking instantly recognisable to the small Puma SUV that was axed earlier this year by Ford Australia over disappointing sales, the new Ford Puma Gen-E was scheduled to revive the Puma nameplate Down Under in late 2025.

But ‘changing market demands’ has now forced the blue oval brand to back out of the decision, according to Ford Australia’s marketing boss, Ambrose Henderson.

“Since we announced that the Puma Gen-E would join the Ford Australia line-up in early 2023, the EV market, in particular for small SUVs, has changed significantly,” said Henderson.

“There are many factors that influence whether a vehicle’s business case stacks up – such as economic trends, material costs, consumer incentives and global supply chain – and after weighing these up, we took the call that we were better to focus our electrified lineup on other models.”

The move now means Ford will no longer have a local rival for the likes of the incoming MG ZS EV, Hyundai Kona Electric, and new Jeep Avenger.

Instead, it’ll focus its electrification strategy on the commercial vehicle segment, with the roll out of a new plug-in hybrid Transit Custom.

“Ford Australia remains fully committed to offering low- or zero-emissions vehicles to Australians, particularly in the commercial sector.

“While much focus has been put on electrifying vehicles favoured by private buyers, it’s also vital that Australia’s businesses are not left behind in the electric transition. Ford Australia is dedicated to offering vehicles that not only allow them to get their jobs done but also lower their emissions in the process,” said Henderson.

What are we missing out on now that the pint-sized electric SUV is no longer coming to Oz?

Well, the zero-emission small SUV is set to offer a range of up to 376km, with a 10-80 per cent charge of its 43kWh battery taking just 23 minutes at a rate of 100kW.

Driving the front wheels is a single electric motor that produces 124kW and 290Nm of torque, with the 0-100km/h dash taking 8.0 seconds – around 0.6sec slower than the flagship Puma ST, although top speed of the Gen-E is limited to 160km/h.

Differing from the regular combustion-powered Puma, the electric version gets a new front bumper and closed-off grille treatment that with new alloy wheels and a fresh tailgate spoiler that, combined, all help improve the small SUV's aerodynamics and see it achieve an impressive 13.1kWh/100km efficiency.

Within, the Puma now offers more luggage capacity with the boot now swallowing up to 574 litres while, up front, there's a further 43-litre space in the frunk.

Ahead of the driver, meanwhile, is a 12.8-inch digital instrument cluster that is combined with a 12-inch infotainment system. The electric Puma also comes with a raised centre console and a new storage compartment that lives in the space the combustion car's transmission lurked.

In Germany the Ford Puma Gen-E is priced from €38,800 which equates to a substantial $A63,000 in our money, although we would’ve expected it to land closer to the Jeep Avenger’s $49,990 starting price, for it to be competitive in our market.

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