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How Many Car Guys Are @ Ford?
Interesting commentary...
---- John McCormick: Autos Insider Of all the statements made so far about the surprise leadership change at Ford, one appears particularly puzzling - and ultimately quite revealing. The words are Bill Ford's and were made earlier this week as he handed over the reins to new CEO Alan Mulally. "We have a lot of car guys here already," Ford said. "What they need is permission to be bold." This remark by the ex-CEO is questionable on several levels. Firstly, to address the 'permission needed" part; is Ford saying that as head of the company he was somehow unable, unwilling or lacking the confidence to encourage the 'car guys'? If so, it represents a serious failing on his behalf. At any automaker, the product experts who really understand the fundamentals and finesse involved in developing compelling cars and trucks are a critical resource. Giving these people protection and support against the sometimes numbing influence of finance, purchasing and marketing departments is a key part of the CEO's job. If the car guys do not receive the appropriate backing, the result is exactly the sort of bland and/or misdirected product malaise that is afflicting Ford today. The second fundamental question posed by Ford's statement is the assertion that his company has 'lots' of car guys. If this claim is true, then Ford does an excellent job of isolating them from the automotive media. My exposure to Ford suggests that there are pockets of genuine car enthusiasts dotted throughout the company (and the upper echelons of the design department are seeing a welcome infusion of talent). But at the higher management levels they seem to be few and far between, and in the topmost ranks there has been no-one to truly champion the enthusiast cause, whether it's on the engineering front or in terms of design. The historical evidence is there for all to see. With the exception of the current Mustang and its upcoming sporty derivatives and arguably the Fusion/Milan/Mk Z sedan family, the product line-up from Dearborn has been decidedly lackluster for several years. Looking further back in time, even when Ford has established a lead in a market sector, with the original Taurus for example, the company has a disturbing habit of squandering that position. The Taurus's dominant position in the mid-sized sedan market was gifted to its Japanese rivals and more recently, the Explorer SUV, which used to be a solid, year-on-year, top seller for Ford, has fallen off its throne. This happened for a variety of reasons, only some of which were out of Ford's control. Now that Ford's ultimate crown jewel, the F-series pick-up, is also losing its iron grip on the truck market, it seems that Dearborn is struggling once again to manage its best performers. The lack of car guy influence on Ford products has been evident not just in the overall sense but also in detail areas; for example, the Fusion's lack of a manual shift function on its automatic transmission (a feature most rivals offer) is a mistake. Similarly, the marginal engine outputs in models like the Five Hundred and Freestyle, plus their unsatisfactory CVT transmissions, are sources of annoyance to any buyer looking for a rewarding driving experience. So far this discussion has been about the Ford brand, but there is plenty of blame to go around at some of the company's other marques. The mismanagement, or perhaps complete lack of management, of the Lincoln brand over the last decade has been little short of a travesty, And the missteps made at Jaguar are a real disappointment, considering the billions of dollars invested by Ford in this storied British marquee. In one sense Bill Ford is right; the car guys in Dearborn do need to be bold. It's too bad they were not given the green light years ago. It remains to be seen whether aircraft industry expert Mulally, a man with no experience of the unique and peculiar dynamics of the auto business, will understand the real importance of the car guy. John McCormick is a columnist for Autos Insider and can be reached at . ---- Patrick |
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How Many Car Guys Are @ Ford?
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