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DEALING WITH HIGH GAS PRICES

Why Ford is racing to reinvent its product line

From Thursday's Globe and Mail

Latest comment posted at 8:18 PM EST 09/07/08

The car company is looking for inspiration in Europe as it moves beyond SUVs and trucks. 'We view the move to smaller, more fuel-efficient vehicles as permanent, and we are responding to customer demand,' CEO says ...Read the full article

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  1. J F from Canada writes: Junk! Give it up already ford.
  2. bill johnson from Quebec, Canada writes: Ford has excellent Euro products right down the line. Their Focus makes the one sold here look like a Lada. The Mondeo is a beautiful car and performs very well. Their fiesta will sell like hot cakes here in a year or so. Their Euro minivans are roomy and stylish. If I were to buy a NA product, it would be one of these future Fords.
  3. Kevin Chew from Germany writes: Ford Europe produces the Focus and Fiesta in Germany and Spain, two countries with relatively high labour costs. And they still managed to make a profit of over 700 mill according to the article. Would be nice to see some of the new production go to Canada when it is evident that high labour costs do not automatically make auto production a prohibitive undertaking.
  4. Piltdown Man from Canada writes: Do you think we will ever see the city cars here like the Ford Ka? http://en.wikipedia.org/wiki/Ford_Ka (the Micra for example or the equivalent from Toyota and VW)?

    I think the reasons they aren't here are companies don't want the cheapest (but also most fuel efficient) cars competing with the ones just up the scale - eg the Focus, Versa, Yaris, Aveo, Fit and Golf

    there may also be crash restriction issues but frankly as the gas crunch continues the manufacturers will need to find a way around that as has SMART

    - otherwise I suppose they will continue to plow ahead with the larger and more expensive hybrid products.
  5. charles weinstock from Canada writes: As a Canadian presently living in Europe I was shocked by the popularity of Ford products here. It seems that every second car is either a Ford Focus or Mazda 3. I recently bought a car and found the Ford Focus to be the best value by far from all the other cars in its class. I don't know about the N.A. focus but this one is very sweet indeed. The Fiesta and Mondeo over here are also supposedly supurb. Now if they can only get these cars out to Canada.
  6. P Martin from St. John's, Canada writes: In North America, after so many problems for so many years, Ford just does not have to have a product as good as others, it has to be better by far. This means it would have to be cheaper, better and more reliable for a number of years before they can more back. This is a long term strategy that will take consistency by Ford, which they are not known for.
  7. b lt from Canada writes: Almost every new Ford, Mercury and Lincoln car is now based on engineering platforms developed by either Volvo or Mazda. This has allowed Ford to introduce new car products while leveraging existing resources. If only the NA Ford Focus would adopt the Focus platform used in Europe (shared with the Mazda 3 and Volvo s40) they would have a car that could compete with the civics of the world. The upcoming Fusion hybrid looks to be pretty good too. I think their big weakness now is branding. Perception is that Ford = cheap unless you want to buy a truck. They have lots to do but look like they could be in better shape than the GM.
  8. A A from Canada writes: Pretty sad story in general.

    One of the cardinal sins of marketing is never lose the customer. It takes years to get them back and sometimes they never come back.

    Seems like Ford has done everything too late and will be tough to see them recover. I hope they do.
  9. D Grenke from Canada writes: It makes me wonder why JF from Canada would lead off his/her comments with the word "Junk". It also makes me wonder when was the last time this person actually took the time to look at a new Ford product offering. Seems to me J. D. Power and Consumer Reports have done their homework and are prepared to say the Ford products are equal to those of Honda and Toyota. If we took the approach that past reputation drives our purchasing decisions, then we would surely never buy any Honda or Toyota based on their quality when they first arrived in Canada some years ago. Ford went through some bad quality years but those days are gone; the new products are modern and up-to-date, quality is excellent, service is good, value for money is high. What more can a customer ask for? I personally am excited about the future product offerings from Ford and can't wait to see the new vehicles. The perception of Ford is what's holding it back now. Time for people to go and look again at the "Blue Oval".
  10. Mr. Roadrocket from Ottawa, Canada writes: Ford is clearly capable of building good cars: I rented an S-Max van in Europe and was very impressed with it. People here have also spoken highly of the Focus, Fiesta, Ka and Mondeo--most of which are not sold in North America! I understand that the goal of Ford's new management is to break down the separate fiefdoms that have meant Ford operated in a totally uncoordinated way.
  11. lary waldman from Qualicum Beach, Canada writes: Ford needs to build a small truck like sub compact like hauler for small and medium size companies, that gets great fuel economy (diesel), and can pack a load out of the rain. The Japanese can do it, why can't Ford. On a recent visit to a Ford dealership, I was shown used competitors cars, to suit my need. They had no family made product available. That's just plain stupid. Could it be that Ford, the person, is stupid, just like Henry, the things he said and did are legends of stupidity, he just got lucky, maybe, or perhaps he hung out with the right guys, Edison, Carnegie, etc.

    Lary Waldman
  12. Broken Record from Victoria, B.C., Canada writes: Whether the Ford Ka is capable of withstanding crashes really shouldn't matter as it is a personal choice whether one wants to drive it or not. Of course, Transport Canada sees it differently since crash resistance requirements are a very potent non-tariff barrier; Transport Canada doesn't seem to care if I go tearing off into heavy traffic on a scooter with no chance of surviving a crash or if I ride my bike down the Trans Canada highway towing two children in a trailer! I prefer the European approach (no surprise here) where the concern is more for third parties who don't have a choice in vehicles with which they share the road - a concept virtually ignored by Transport Canada. This is not to say they don't have pretty stringent crash tests - there are vehicles sold here that would never survive them - but it should be my choice, not Transport Canada's. The only way Ford and GM can survive in North America is to start building the same smaller, efficient vehicles here that they have been building overseas for years. However, the only way they will be able to do this is by demanding Transport Canada allow the international UNECE standards to be allowed in Canada alongside our current CMVSS regime, which is ironic since CMVSS are part of the North American wall of protectionism that has allowed our domestic vehicle manufacturers to go on producing obsolete vehicles for a market that no longer wants them.
  13. Home E. D'Clown from Canada writes: Broken record, the reason it's Transport Canada's decision and not yours is because there's no shortages of dumb@sses that put savings above personal safety - know anyone like that? Yes, in theory you should be able to drive whatever you want. If it bugs you that much, import something. But please remember that long after you and your family are killed in your upholstered rollerskate, the guy that hit you in the unavoidable collision still has to live with the nightmares. But hey, I hear that Skoda gets 58 miles a gallon. Beep beep.
  14. Broken Record from Victoria, B.C., Canada writes: I do drive an import - a Euro-specs Mercedes 190 that is built like a bank vault but I resent being treated like a stupid child by our bureaucrats. And anyway, they only build vehicles to meet the 35 mph crash test - at 36 we're all dead anyway. If only Transport Canada gave a hoot about making vehicles safer for those around them instead of only for those inside them - oh, but then the trucking industry would have to spend money bringing their vehicles up to modern third-party safety standards and goodness knows they don't like to waste money on safety, and those jackasses in the jacked up 4x4s would have to find some other way of advertising their manhood. The suffering would be too much to bear. I can choose what car I get into; I have no such choice of those around me. And the guy that hits me, if it's his fault I'm dead he deserves whatever he gets.
  15. Lawrence Koch from Canada writes: I love how the article makes it sound like Ford in North America has suddenly seen the light when it comes to cars that are smaller and/or more fuel-efficient, not to mention more interesting to drive, as if they've been completely oblivious to what their divisions in Europe (and, to some extent, Australia) have been doing for the past 2 decades, even when their NA product had its origins in Europe. They let the Focus stagnate on its 1st-generation platform, they bungled the Mondeo and let's just skip over the whole Merkur thing, shall we? (Two fine European Ford sedans undone by poor marketing and dealer indifference).

    Ford has probably spent too long relying on SUVs and pickups to make them money. Car/minivan drivers here would have been all over something like this:
    http://www.ford.com.au/servlet/ContentServer?cid=1178841241534&pagename=Page&c=DFYPage
    or this:
    http://www.ford.co.uk/ie/cmax/-/-/-/-/-/-
  16. A A from Canada writes: Lawrence Koch, you hit the nail right on the head.

    Americans seem to be iblivious to what goes on around them. I guess when you have a market as big as theirs you tend to think the world revolves around you.

    Credit to the Germans, Koreans and Japanese the majority of the cars they build are sold globally.

    OK so they sell the Escalade in France but let's be realistic now!
  17. Pelotas Piquen from Morningwood, Mb., Canada writes: Ford used to sell those little 'Aspire' vehicles too... rebadged Mazda 121's I think. What's the equivalent micro-Mazda nowadays? Import a few boatloads of those.
  18. bruce weaver from Canada writes: I traded down to a Ford Focus. It looks like crap but has been reliable and is easy on gas. I have no complaints.
  19. s like from Canada writes: That's great news. I hope Ford makes it in the long run. Unfortunately, it takes awhile before opinions catch up with facts. People will continue to believe for a while to come that Ford makes crappy cars.
  20. Piltdown Man from Canada writes: so city cars aren't seen on these shores becuase there are NTBs in place or because they are just as likely to take away fom the slightly larger and more expensive small car market that the Focus is in.
  21. Tony . from Waterloo, Canada writes: Kevin Chew from Germany writes: "Ford Europe produces the Focus and Fiesta in Germany and Spain, two countries with relatively high labour costs. And they still managed to make a profit of over 700 mill according to the article."

    Cars are also a LOT more expensive in Europe. A Ford Focus Sedan with a 2.0L I4 sells for 20,500 euro in Germany, or just shy of $33,000 CDN. A Canadian Ford Focus Sedan with a 2.0L I4 might sell for up to $20,000 for a similarly equipped car.

    If it weren't for the protectionist rules and corporate welfare in Europe (and Germany in particular) the auto industry would be doing even worse then it already is, and even still Germany's automotive industry is in MUCH worse shape than Canada's.
  22. sfb TO from Toronto, Canada writes: The question is why does it take decades for North American auto manufactures to come up with good products. Thank Japan for raising the bar to create better products or else we would still be driving around in crap. It takes a fuel crisis for Ford focus on fuel efficient products. Why didn't they do that with the first fuel crisis in the 70's. Why didn't they create higher standards for quality years ago. No vision, no heart, no soul for humanity, just blood suckers looking for a buck to pay for their yachts, summer homes and use the companies expense account the own pleasure. It's unfortunate that so many good people rely on these punks to provide for their families. The best thing that could happen is that all these company's go bankrupt and new entrepreneurs start over from scratch the old guard lacks the hunger, they have been grazing for too long. Why do when have to speak about North American cars is a consolatory way, "ooh, the quality is getting better, they're trying to compete with Honda and Toyota" That sucks, there are enough talented, creative, brilliant people on this continent to do better. Let's hope for a quick death and a quick re-birth, it's time for the new generation to take over.
  23. Gord Lewis from Canada writes: There are two kinds of drivers in the world: (1) those who only buy Fords; and (2) those who have owned one Ford. Or in other words, those who cannot learn from their mistakes, and those who can. I am in the latter group, and will not consider buying N American again at any price, if only for the contempt that the Big 3 have shown toward consumers. Their attempt to wrap themselves in the flag in their marketing does not sway me . . . garbage is garbage.
  24. Lawrence Koch from Canada writes: sfb TO from Toronto, Canada writes: 'It takes a fuel crisis for Ford focus on fuel efficient products. Why didn't they do that with the first fuel crisis in the 70's'

    It took Ford until the mid/late '70s to respond, by bringing over the Fiesta (their first 'world car') from Europe. It did reasonably well and then Ford forgot about small cars for a while. Competing with reliable, economical imports in the '80s seemed to mean making cars that were approximately the same size as what was selling well for competitors and there the similarities ended (the Tempo/Topaz; Ford ultimately gave up and based later generations of the Escort on Mazdas).
  25. Geriatric Personage from St. Stephen, Canada writes: I travel regularly to the UK and a European Ford product vs. NA Ford are as alike as chalk and cheese. Europe: Beautiful, balanced, well designed cars. North American Ford even with the same model names: Junk, big time junk!
  26. AG Bear from Canada writes: The comment about the lifetime value of a customer rings true with me. In 1987, I bought a fully-loaded Mustang Cobra GT. It was my dream to get one for many years. I had problem after problem with the car and remember vividly, the customer service supervisor at the dealership saying to me, "what do you want for $23,000?" Well, that was a lot of money 21 years ago – and it still is today. I want quality -- what else? And that was during Ford&8217;s "Quality is Job 1" campaign. Well, here we are, two decades later, and I&8217;ll still be damned if they will get another penny from me. Mr. Ford, I&8217;m only in my forties and will likely buy many more vehicles over the years. I won&8217;t be influenced by what the newspapers and magazines say about your new vehicles. It's your loss.
  27. AG Bear from Canada writes: The comment about the lifetime value of a customer rings true with me. In 1987, I bought a fully-loaded Mustang Cobra GT. It was my dream to get one for many years. I had problem after problem with the car and remember vividly, the customer service supervisor at the dealership saying to me, “what do you want for $23,000?&8221; Well, that was a lot of money 21 years ago &8211; and it still is today. I want quality -- what else? And that was during Ford's &8220;Quality is Job 1&8221; campaign. Well, here we are, two decades later, and I'll still be damned if they will get another penny from me. Mr. Ford, I'm only in my forties and will likely buy many more vehicles over the years. I won't be influenced by what the newspapers and magazines say about your new vehicles. Your loss.
  28. James Eaton from Ottawa, Canada writes: AG Bear, Your story rings true; except that the car in question was a brand new 2003 Toyota Matrix. Problem after problem, even a blown transmission at 40k. When it gets replaced, it won't be with another Toyota! Maybe we should be looking at a Ford next...
  29. James Eaton from Ottawa, Canada writes: AG Bear, Your story rings true; except that the car in question was a brand new 2003 Toyota Matrix. Problem after problem, even a blown transmission at 40k. When it gets replaced, it won't be with another Toyota! Maybe we should be looking at a Ford next...
  30. Hornsworth Portswiler from Canada writes: Here's a novel idea, work on some kind of public transportation linked system. Oh sorry, that would be innovative, and the big automakers can't backtrack on their dismantling of public transit.
  31. C. Fletcher from Canada writes: I'm surprised there's no mention of bringing back the Focus wagon. The decision to discontinue the wagon from the Focus line is one I never understood. As a small wagon, it was (and would still be) virtually without any real competition (forget about the numerous hatchbacks on the market. None of them could come close to the kind of room that the Focus Wagon offered behind the front row seats.) True, Americans will not even utter the "W" word, which probably contributed to the demise of the Focus wagon. Nevertheless, the little practical and reliable wagon sold fairly well in Canada. With American attitude shifting towards smaller, more fuel-efficient vehicle, it would seem to make sense to resurrect the Focus wagon. I have a feeling that as more Americans are forced, by high fuel prices, to abandon their large vehicles, the "station wagon stigma" will gradually become a thing of the past.
  32. Hydro Glen from United States writes: Reply to A A from Canada writes: Lawrence Koch, you hit the nail right on the head. Americans seem to be iblivious to what goes on around them.

    Speeking as a Uhmericun, I b livious of ur bad speling.

    Hope you all had a happy Canada Day!
  33. Piltdown Man from Canada writes: In Europe the vw selection is much more advanced from the 1.2l Lupo that gets 2.9l/100km (81USmpg [97 Imp mpg])
  34. Peter The Not Quite Great from Canada writes: Maybe someone should buy Volvo from Ford and Saab from GM. The two could combine into a nice European auto maker - Volvo for reliable, safe cars and SUV's, and Saab for high performance sedans and coupes. It would be a Swedish counterpart to the Volkswagen-Audi combination.
  35. Will Hoaccio from Canada writes: Bring back the Edsel!
  36. A H from Barrie, Canada writes: Thought about buying a Ford again because it has been good for us and it was Canadian/American built but it looks like I won't now as it seems everyone is going to Mexico. I guess a Honda is my next alternative at least someone in Alliston ON will benefit.

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