Ford has electrified its best-selling European car, unveiling the all-electric Puma Gen-E, a milestone for the automaker’s transition to zero-emission driving. With its sleek design, cutting-edge technology, and innovative social-first marketing campaign, the Puma Gen-E is poised to redefine how compact crossovers are seen and experienced.
The Future of Puma: A Sporty and Sustainable Evolution
Revealed in Cologne, Germany, the Puma Gen-E introduces an electric powertrain that blends efficiency, practicality, and fun-to-drive characteristics. Offering up to 376 km on a full charge, and 523 km in urban settings, this electric crossover is as suited for long journeys as it is for charge-free city commutes.
Powered by an advanced 13.1 kWh/100 km electric motor, the Puma Gen-E accelerates from 0-100 km/h in 8 seconds, delivering a sporty edge reminiscent of the iconic Puma ST. Charging is convenient too – a 10-80% charge on a 100 kW DC fast charger takes just 23 minutes.
The Gen-E’s design preserves the distinctiveness of its petrol-powered predecessor while introducing aerodynamic enhancements, such as a bold “shield” grille inspired by the Ford Mustang Mach-E, a sporty rear spoiler, and unique alloy wheels. Inside, the innovative GigaBox storage, which offers 574 litres of luggage space, makes it one of the most practical choices in its class. A 43-litre front trunk (frunk) adds additional versatility for everyday storage needs.
Ford’s general manager for Europe, Jon Williams, described the Gen-E as their “best ever Puma,” combining sporty driving dynamics with exceptional efficiency and groundbreaking practicality.
Tech-Savvy Design Meets Driver Convenience
The Gen-E introduces an intuitive and connected cabin equipped with Ford’s SYNC 4 infotainment system, featuring cloud-connected navigation, Alexa Built-in, and wireless Apple CarPlay and Android Auto. Two high-definition displays enhance the driving experience, while selectable one-pedal driving simplifies city commutes.
For urban drivers, features such as Intelligent Adaptive Cruise Control with Stop & Go and a 360-degree surround-view camera make navigating busy streets and tight parking spaces effortless. Optional Dynamic Matrix LED headlights further enhance safety and visibility by adjusting beam patterns based on driving conditions.
Built at Ford Otosan’s advanced assembly plant in Romania, with electric drive units manufactured in Halewood, UK, the Puma Gen-E exemplifies Ford’s commitment to sustainable manufacturing.
A Bold Launch: “Big Cat Energy” Campaign
To mark the Puma Gen-E’s debut, Ford has rolled out a dynamic marketing campaign, “Big Cat Energy.” Created by Born Social and supported by Wieden+Kennedy and WPP, the campaign introduces the car’s sleek and powerful personality through an urban lens.
The centrepiece of the campaign is a 60-second film, directed by Rob Davies, that captures the allure of the Gen-E alongside a stalking black domestic cat, symbolising the Puma’s sleek, confident demeanour. European influencers, including Wretch 32, Topjaw, Dany Dann, and Marta Sierra, star in the campaign, sharing its essence across social media platforms.
Ford’s director of marketing, Peter Zillig, highlighted the importance of connecting with audiences through digital channels. “This campaign reflects the Puma Gen-E’s sleek design and quiet power. It transforms how we engage with our audience, embedding social-first creativity and cultural relevance.”
Teasers featuring the black cat and sneak peeks of the Gen-E flooded Ford’s European social media pages ahead of the campaign, building anticipation and reinforcing the car’s bold personality.
Puma Gen-E: A Game-Changer
With its electric powertrain, forward-thinking design, and innovative marketing, the Puma Gen-E is more than a car; it’s a statement of intent for Ford’s electric future. Deliveries begin in spring 2025, marking the next chapter for one of Europe’s most beloved compact crossovers.
Ford’s Puma Gen-E doesn’t just promise energy efficiency – it embodies Big Cat Energy.
Source: https://media.ford.com/content/fordmedia/feu/en/news/2024/12/03/New-Puma-Gen-E.html
