How Ford and GM Can Get Back On Track

[TrainTrac]

Two more interesting pieces on the state of the American auto industry:

The first step is admitting you have a problem

But is Ford's recovery plan going to be enough?



David Booth

National Post



Friday, January 06, 2006



Mark Fields looks way too young to be the executive vice-president of Ford Motor Company. He's way too slick, talks too much like an MBA and his suits are far too Armani-like to garner the undying respect of the average autojournalist.



We motor scribes are far happier with a Bob Lutz with grease under his fingernails and horsepower coursing through his veins. Credibility is everything these days if you're going to shill for Detroit. Designer eyeglasses are not the kind of thing that impress the paparazzi more comfortable in Nike than Bruno Magli.



That said, Fields made an impression delivering this year's keynote speech at the Greater Los Angeles Auto Show. For one thing, he was remarkably candid about Ford's current condition, citing that the company was in a desperate situation. He admitted Ford is now facing "the cumulative impact of business decisions made -- or not made -- in Detroit over the past several years, or, in some cases, decades."



Included in those decisions was Fields' stark admission that "we took our eye off the ball for years when it came to sedans. They just weren't attractive enough when we were feasting on the addictive profitability of trucks and SUVs."



But rather than spending much time lamenting past mistakes, Fields points to the opportunities available to domestic manufacturers, frequently peppering his speech with sports metaphors, the most common assertion one used by coaches in virtually every sport from hockey to football. "Ford has to start playing offence rather than defence," was Fields' constant refrain throughout his entire 30-minute speech, enough so that more than a few autojournalists started wondering if perhaps Ford's executive vice-president and president of the Americas wasn't actually Pat Riley in disguise.



Nonetheless, Fields managed to at least partially convince a skeptical audience that Ford is ready to "make the fundamental changes needed to make it in these trying times." Of course, being an American company, Ford has a rah-rah catchphrase for its turnaround plan -- Red, White and Bold.



Fields insists he's not wrapping himself in the American flag. Nor is Red, White and Bold likely to become an advertising slogan or tagline on a branding campaign.



Fields explains that it's merely a rallying cry for his most passionate assertion that "Americans really do want to buy American brands" and that Ford "will compete vigorously to be America's car company.



"Our way forward," says Field, "is not to retreat into smaller markets but a retaking of the American marketplace. There remains a huge -- and not yet fully realized -- market for Americans cars in [the United States]. It is waiting to be seized."



Quite how Ford is going to seize this opportunity, Fields wouldn't detail, though he was quite adamant the company "can't win the hearts and minds of the American consumer with [cost] efficiencies alone."



He did, however, state that Ford will be getting back into the business of building small cars, promising a new concept car at next week's Detroit auto show that "proves small cars can be bold, American and innovative." And that this latest concept "will underscore just how serious Ford is about being a major player in this segment."



It's part of a larger program that Fields calls Ford's Way Forward, a blueprint for the future of the company that will be revealed on Jan. 23. Details, of course, are very hush-hush, but the one hint we can take from Fields' speech in Los Angeles is that Dearborn's road map will be vastly different from General Motors'. In fact, Fields took a stab at his crosstown rival, claiming that "befo

 

[TrainTrac]

Style can save the American auto empire

Consumers flock to eye-catching Detroit designs



David Booth

National Post



Friday, January 20, 2006



I'm on my way to Santa Barbara, home of babes, bikes and beers, not to mention the most temperate weather on the continent and some of the best sushi on the planet. The plan is to sit my tired butt down at a Starbucks patio, crack open a good book and watch the world of fashionistas stroll by. Occasionally, I might stretch the limbs long enough to meander inside for a double double venti moccachino. And, of course, there's the ritual nightly sweat at the State Street Boxing Club. But, other than that, total sloth and complete relaxation is the name of the game. I'm on vacation.



The one thing I'm not going to do is think about cars. I'm all autoshowed out. As glorious as all the new concept and productions cars are, I need a break from zinc-plated and clearcoated sheet metal, no matter how gloriously sculpted. As enticing as muscular supercars and imperiously stretched luxury sedans may be, one can get too much of a good thing. It's time to unwind.



For me, that means studiously ignoring all the four-wheeled exotica so common in Southern California traffic jams. That's why I'm not paying attention to the Ferrari F360s that pass for grocery getters in Santa Monica or the Mercedes McLaren SLR that turned seaward just as I reached Zuma Beach. Even the Maserati Quattroporte that oozed so sensuously through Marina del Rey hardly warrants a second glance. Besides, I've driven them all in previous situations.



But a flash of bronze did catch my eye as it sped by on the multi-lane Highway 101. "What was that?" I wondered, as I unconsciously sped up for a better look.



"Nice tail lights," thought I. "Wonder what the front looks like?" I started to seriously broach California's speed limits to pull ahead for a better look.



"Headlights ain't bad, either. Even that big chromed cheese grater grille isn't half-bad. What the hell is it?"



Before you start trying to guess whether I've just spotted the upcoming remake of the BMW 7 Series scheduled for three years hence or happened along the testing of the only prototype in North America of Aston Martin's next Vanquish, let me warn you that I was leering at a four-door sedan -- a mid-priced, take-the-kids-to-soccer-practice family sedan at that.



But it was a looker -- better proportioned than a Camry, more sensuous than any Chevy and almost more European than a Passat. By now, I was very curious as to what manner of new model I was lusting after, so I drifted aftward for a gander at the nameplate.



There it was. Perched on the right-hand side of the trunk in all its chromed splendour, right beside the rather grandiose Milan nameplate was a -- wait for it -- Mercury badge.



Yes, a Mercury. That most somnolent of all American marques. A brand so bland it was deemed too boring for Canadians. The company that -- and mere newsprint fails to capture the disdain I'm trying to convey -- foisted the Topaz upon us. I've been breaking all manner of traffic laws trying to get a better look at a Mercury!



For the record, the Milan, retailed only in the United States, is a kissing cousin to the new Ford Fusion and Lincoln Zephyr, both the finest specimens Dearborn has sold in this country in more than five years. The Fusion, especially, is selling quite well, proving there is still a market for American cars -- even if they wear a Ford badge. And, at least, if they're visually exciting. For styling is where North American makes still have a chance to outshine their overseas competitors.



Japanese brands may have a reputation, deserved or not, for superior reliability. The Europeans may have a corner on the luxury segment. But Toyota sedans offer styling only a chartered accountant could love, while BMW seems bound and determined to pe

 

[Dale Carter]

Sell to Southwest Airlines? Toyota? Wal-Mart?

 

[Thomas Rogers]

NEVER underestimate the opulence and need for nostalgia of the average American. What I mean by that is Ford and GM need to go BACK to their roots on some of the muscle cars and older trucks and cars that each had.



I am talking about true replicas, with modern day conveniences.



Wouldn't it be great to have a 63 'Vette.



Or a 59 Chevy Pickup.



Or a 69 Chevelle.



The boomers would scarf them up. And I am not talking about cheap knock-offs that Kinda look like and have Elements inspired by the originals...I am talking about true to form originals, at least for the bodies anyway....beyond that, new engines, new interiors...the works.



TJR

 

[shawn stonbraker 2]

I agree with you Tom. I loved those cars especially the 68-69 Camaro SS's. The concept car that they are showing to bring back the Camaro does tickle me but not anything like seeing a reconditioned 68/69. I think that would definately bring American back around to them. It would me anyway. Still love my Trac though.

 

[R 2]

Not to mention...



B



R



O



N



C



O



.... just y'all wait 'n see............................

 

[Nelson Atwell]

TrainTrac,



That article about the Milan is on the mark. I have followed one to work twice this week, and the flashy chrome model looks pretty sweet. It isn't at all bland like the Fusion, though it may be a cousin of that model. It still isn't my style, but at least it got my attention, which is more than I can say about most US cars. Perhaps my perspective is skewed since I've spent most of the past 10 years overseas. The Europeans have some very nice looking vehicles, even if they aren't very reliable.

 

[R 2]

Fusion = Milan = Zephyr...all based on the Mazda6 platform. :-]

 

[Tom Schindler]

I seen my first Milan today. I fell in love. That vehicle is effin sweet. Simply gorgeous.



Ford did take Mazda and bring them out of the dumps. They were about ready to go under. In Japan, Mazda was way ahead of thier time.



In 80's, they had the 323 GTX. It was only sold in the US for 3 years. Not very many were sold. Mazda quit importing them. That car was way ahead of its time. AWD turbo. Can you say Subaru WRX? Mazda had some of the best looking cars coming out of Japan. They struggled. Look what Ford has done for them. Look at the cars Mazda has. If it werent for Ford, odds are, Mazda would be no more.



I know Ford will do the same thing.





Tom

 

[Joel Jay]

It's really a simple formula....build asthetically pleasing vehicles that are economical and a step above....something neither ford or chevy are doing....take a look at Chrysler...I think they took the que on this one. They've redefined there entire fleets image and styling, they found the markets blood lust...and its a hit. Todays Fords and Chevys are boring vehicles...why spend the money on a domestic when you can get an import for the same price, and much more appealing styling and power. It's not a matter of one or two hit vehicles....its a matter of having entire lines that are appealing. At its most basic and primitive level....that is the problem with Ford and Chevy.

 

[Gypsy me]

mmmm Yes bring back the muscle cars! Problem is can they build "quality" and do it with less money spent. Recalls do not help. and I know all makers have some recalls. Funny though how you hear more about some makers recalls than others.



Still think if Ford would release a Trac with semi look of the concept it would help sales alot. I mean-- doesn't have to have shaved handles-- but the body style and with now being able to offer with option of v6 or v8. I really think those would sell. Talked to many different type of owners dodge, nissan, chevy, oh yes even honda owners all liked the look of that Concept. but, Ford never seems to roll concepts off the production line for the public. Oh wait, the Thunderbird nostalgia version made it. I'm sure there have been a couple.



I agree Joel,

People buy concept lookng vehicles look at how many Crysler/Dodge "concepts" that made it to the "real public" Crysler thinks smart in my op. They present a dream car or truck to the world then actually make someones dream possible.





"There's your sign, Ford"

 

[Rick Kent]

How about concentrating on building a reasonably priced 4 door family car to compete with the Accord and Camry with a longer warranty that does not rattle and fall apart and constantly break down?



Specialty vehicles and trucks/suvs are what got Ford and GM into the mess they are in today. Big profits in the truck segement has caused them to neglect the car market.



Both companies also need to pare down their offerings. Stop offering the same vehicle under 3 or 4 different brands. Stop offering 7 trim levels for every model.



Build a quality car at a reaonsable price with good after sale service. This is not rocket science but seems to have escaped the big 3 for the last 15 years.

 

[Kevin Long]

TracMan...I have seen a pic of the new Boronco...that thing is SWEET!!!! If they released it tomorrow, I'd go buy one.

I read an article recently about what Ford is going to do to stay alive, The company managers said they are going to stop worrying about what everyone else is doing and just do what they think is inovative and what would catch the eyes of potential buyers. They said they are going to move away from listening to customers. Bill Ford quoted his great-grandfather, Henry, when he said "When I first started, if I asked people what they wanted in a car, they would have said...A faster horse"!

They also said they are going to let the customer add the options at the dealer.

 

[Dale Carter]

Ford execs should read "Guts" by Robert Lutz. I love concepts like "The Customer Isn't Always Right" and "Too Much Quality Can Kill You".



Example - Lutz doesn't like focus groups (Customer isn't always right) because the car that 7 out of 10 in the group like, will look like the car that 7 of 10 liked for EVERY other company. Ever notice how similar Accord competitors are? He wants the car that 8 out of 10 don't like, but 2 of 10 have to buy no matter what! Exactly how I felt when I bought my first new car in my life, my 2002 Sport Trac! When I saw one on the road, I told my Dad that Ford had just built the Dale Carter Edition F150. Lutz wants cars that inspire passion and excitement. He asked, "How many times have you heard a little kid in a show room say, 'Come on, Dad, buy the Lumina!'"? Nah, he ALWAYS wants the Vette or Z71! This is where the Viper, Prowler and PT Cruiser came from, car guys with passion for cars AND profits. They were revolutionary when they debuted. No one thought Chrysler would actually BUILD them! Vipers begat hot rod Neons and SRT10 Ram trucks. Now they have unique vehicles like Crossfire, 300, Ram and Magnum. Think about the Magnum. Chrysler made a staton wagon cool! A STATION WAGON!!



Ford and Chevy are playing catchup by about 10 years.

 

[TomT]

I agree totally with what Fred said. American auto manufactures have no "vision". They build for today and are cluless about what people will be buying in the future. They have yet to build something to compete with the Camry or Corolla because their was not enough "profit" to be made.

 

[R 2]

Uh, ex-squeeze me, the 4trac was made by Americans and by and for an American company. (W/ the help of Mazda...hehe)



It's been fun, have a great w/end!!!!!! I'll be stuck watching Torino ad nauseum.



Time fer happy hour.............I suggest all y'all GO HOME !!!