Ford Australia has confirmed it has ceased plans to introduce the fully-electric Puma Gen-E, citing changing market demands.
The Blue Oval dropped the ICE Puma from its line-up in the middle of 2024 following more than three years of sluggish sales.
However, Ford Australia will add the Transit Custom plug-in hybrid to its local lineup in the third quarter of 2025.
According to Ford Australia marketing director Ambrose Henderson, the decision to no longer sell the Puma Gen-E was made after an extensive review of the current dynamics of the new-car market.
“Since we announced that the Puma Gen-E would join the Ford Australia line-up in early 2023, the EV market, particularly for small SUVs, has changed significantly,” Henderson says.
“Many factors 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,” he says.
Electrified commercial focus
Ford Australia will offer three electrified vans and one ute starting in 2025.
“Ford Australia remains fully committed to offering low- or zero-emissions vehicles to Australians, particularly in the commercial sector,” Henderson says.
“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 allow them to get their jobs done and lower their emissions in the process,” he says
Expanded choice for business
When it arrives in Australia, the Ford Transit Custom PHEV will be available in both the Trend LWB and Sport SWB model grades, alongside the ICE Transit Custom Trend LWB and SWB, Sport and Double Cab SWB, as well as the fully electric E-Transit Custom.
With a trio of powertrains to choose from, including the first plug-in hybrid of the segment, the Transit Custom now offers a choice of pathways that allow customers to pick the right vehicle for their needs.
A 2.5-litre four-cylinder petrol engine is paired with an 11.8kWh (useable) battery, allowing owners to maximise fuel economy savings compared to ICE variants, with a targeted WLTP electric-only driving range of more than 40km.
Along with the added decarbonisation of a PHEV powertrain, the Plug-In Hybrid enjoys the same benefits as the rest of the Transit Custom range. These include a stronger, more rigid platform compared to the previous generation, improved centre of gravity, packaging, and ergonomics.
The new second-generation Transit Custom features independent rear suspension throughout its range, improving the vehicle’s ride, handling, and dynamic ability.
The plug-in hybrid Transit Custom allows owners to customise their vehicles to their needs. It offers EV Now, EV Later, and EV Auto drive modes.
“Adding the PHEV to our local Transit Custom line-up means customers can conduct their shorter, inner urban, style trips on electric-only power, with the freedom to make longer rural trips quickly and easily when required,” Ford Australia electric vehicles general manager Myles Hartley says.
“If the customer plugs in the Transit Custom each night like they would their phone, they can significantly impact their ownership and running costs.”
Electrified 2025 line-up
“Along with the all-new Transit Custom PHEV and E-Transit Custom, E-Transit, and Ranger PHEV, we look forward to launching the updated MY25 Mustang Mach-E in Australia next year,” Hartley says.
The Transit Custom Plug-In Hybrid is expected to arrive in Australia in Q3 2025. More details, such as pricing and specs, will be announced closer to launch.
