In the European truck market, there are seven well-known truck brands: Scania, MAN, Mercedes-Benz, Volvo, Renault, DAF, and Iveco. These seven companies essentially dominate the European truck market, forming their own systems and market segments, making it difficult for other truck manufacturers to break into the mainstream market.
However, there is one company that does not believe in this dominance: Ford Trucks. Today’s Ford Trucks has almost no connection with the U.S. Ford, as the brand is operated, developed, and manufactured by Turkey’s Otosan. In 2018, Ford unveiled its F-MAX flagship tractor, aimed at competing with the seven major European truck brands in the European long-haul market. Although Ford Trucks’ market share in Europe is not yet very high, it has at least established service stations and dealerships in several countries, securing a foothold.
The modern truck industry is evolving rapidly, and Ford Trucks is no exception. At the 2024 IAA Transportation Exhibition, Ford Trucks presented a series of new exhibits, updating its powertrain and onboard electronic systems to meet the needs and regulatory requirements of the European market.
At the Ford Trucks booth, the absolute star is undoubtedly the F-MAX tractor. The name comes from “Ford MAX,” representing the peak of Ford Trucks’ technology integration. Its appearance differs from typical European trucks, featuring a large inverted trapezoidal front grille that resembles a shield. The grille’s contours give the F-MAX its distinctive “abs.”
On top of this, the roof marker lights are connected by black decorative panels, combined with smoked front grilles and headlights, giving the vehicle a sporty look. Although today’s Ford Trucks has no ties with America, it still carries a bit of that “muscle car” vibe.
For modern trucks, optimizing aerodynamics is critical. This not only improves NVH (noise, vibration, and harshness) performance, reduces wind noise, and enhances ride comfort, but also lowers air resistance, which in turn reduces fuel consumption and improves transport efficiency. For the F-MAX, Ford Trucks has designed a new bumper air dam and filled gaps around the wheel arches and door seams to create a smoother aerodynamic shape, reducing air resistance.
In addition, Ford has equipped the F-MAX with an electronic mirror system, replacing traditional optical mirrors. The benefits of this include less obstruction to the driver’s view, reduced wind resistance, and the ability to adjust brightness through exposure control, improving visibility at night and in adverse weather conditions. Besides the main mirrors, cameras also replace the wide-angle mirror above the windshield, covering the dangerous blind spot in front of the co-driver.
What sets Ford Trucks apart is its unique placement of the F-MAX’s electronic mirror arms below the door window, instead of the usual rooftop position. The advantage of this layout is that it brings the mirrors closer to the driver, making them easier to clean and providing better control in tight spaces. However, this also introduces some drawbacks, such as obstructing the lower field of view and creating blind spots. Additionally, the mirror arm moves with the door when opened, causing the image to shift. Besides Ford, Scania’s SMVC electronic mirror system adopts a similar layout.
At this year’s IAA, Ford Trucks introduced the second generation EcoTorq inline six-cylinder diesel engine. This engine is an evolution of the previous EcoTorq model but has undergone extensive upgrades, with about 90% of its parts being different from the previous generation.
Previous generation EcoTorq engine
The second-generation EcoTorq inline six-cylinder diesel engine retains the 12.7-liter displacement of its predecessor but offers enhanced power output, increasing the maximum horsepower from 500 to 510, and the maximum torque from 2,500 Nm to 2,600 Nm. Additionally, the second-generation EcoTorq engine meets Class 2 CO₂ emission standards, allowing it to qualify for road toll discounts in Germany.
The transmission paired with the second-generation EcoTorq engine is Ford’s in-house developed 16-speed gearbox. A larger first-gear ratio helps with low-speed maneuvering and heavy-load starting, while the top gear is an overdrive gear, boosting transport efficiency. The transmission can also be paired with a Voith hydraulic retarder, making it the top option for Ford’s proprietary powertrain.
In terms of interior, the new F-MAX retains the overall design of its predecessor, featuring mechanical instruments and a four-spoke steering wheel. The dashboard is equipped with a 9-inch multimedia screen that supports wireless CarPlay.
The electronic mirror screens are positioned on the A-pillars.
Additionally, Ford Trucks has designed a new darker interior for the F-MAX, with an optional black velvet interior to enhance its premium and sporty feel. The co-driver’s seat is available with an airbag suspension system, providing greater comfort for dual-driver conditions.
Airplane-style rear wall storage compartments remain, expanding storage space.
The upper bunk can be folded up with a fixed strap, increasing interior space flexibility.
The new Ford F-MAX truck complies with EU General Safety Regulation (GSR) requirements, including features such as side blind-spot radars. For the European market, Ford will offer a “transition model” with a new interior and safety systems but retain the classic powertrain. The full version of the F-MAX, equipped with a new powertrain and electronic mirrors, will be released later and made available to dealers in 2025.
On display is also the Ford F-MAX Select model, a high-end, limited edition truck with only 400 units available globally. Its exterior features a two-tone design in black and bronze, giving it a more powerful and sporty look. The show truck is additionally equipped with a roof light bar and strip lights, making it even more eye-catching.
F-Line E all-electric heavy truck
The F-MAX is positioned as a flagship long-haul truck with a high price and limited application scenarios, which can be a high entry barrier for new Ford truck buyers. As a result, Ford also brought the F-Line model. It features the latest powertrain but shares the platform with the Cargo series, using a narrower cab to lower the entry price.
In addition to the tractor configuration, the F-Line model also includes an 8×4 chassis option, suitable for heavy distribution trucks or for use as a dump truck in construction transportation.
Based on the F-Line platform, Ford presented the F-Line E all-electric heavy-duty truck at the IAA. It uses a ZF electric drive system, and Ford has announced that by 2040, it will only sell zero-emission heavy commercial vehicles, an ambitious goal.
At the event, Ford Trucks’ agent Dietrich also showcased the Living Driver Single Cab model. The vehicle’s exterior has been extensively modified with a two-tone paint job, yellow stripes, and additional features like a roof spoiler and a trapezoidal front bumper.
The Living Driver Single Cab is equipped with Ford’s new inline six-cylinder diesel engine, with two power versions (500 and 510 hp). It is also equipped with a 16-speed transmission and Voith hydraulic retarder, making it a powerful and practical vehicle for long-haul operations.
In addition to its powerful powertrain, this vehicle has a unique Living Cabin concept that provides an incredibly comfortable resting environment for drivers on long-distance journeys. It has a fully adjustable bed, high-quality sound system, and a multimedia control system, allowing drivers to relax during their breaks and enjoy a more comfortable work environment.
Behind the main driver’s seat, a cabinet is designed to house a microwave and sink, enabling drivers to heat meals and wash up.
Below the microwave, there is a pull-out table, which makes dining convenient when extended.
The filling port for the vehicle’s clean water tank is located on the rear wall of the cabin.
For the European truck market, Ford Trucks from Turkey is an undeniable “new player.” Large, established brands find it harder to change direction, while the more agile Ford Trucks can offer a wider range of more personalized product combinations. Additionally, its lower price point and thoughtful services during the early promotion phase are highlights compared to its European counterparts.
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