Ford banks on new models

[nadepalma]

SOURCE: Detroit News

Ford banks on new models
Automaker hopes redesigns, added products will boost it through weak economy, says execution must be flawless.
Bryce G. Hoffman / The Detroit News

DEARBORN -- Ford Motor Co. is bracing for a tough 2008 but hopes new models like a redesigned Ford F-150 pickup and Lincoln MKS sedan -- along with a new marketing campaign -- will help it hold the line on U.S. market share.

Ford's chief marketing officer, Jim Farley, told The Detroit News on Tuesday that he is concerned about the economy.

"It makes all our jobs more challenging," said Farley, who recently came to Ford from Toyota Motor Corp., where he headed the Lexus division in North America. "But we think we have a lot of upside opportunity."

The reason is product. Farley said Ford's 2008 launches include major redesigns of critical products like Ford's bread-and-butter F-150, as well as important new vehicles like the Flex full-size crossover.

"That doesn't diminish at all the very serious economic situation," he said. "It means our execution in '08 has to be flawless."

To that end, Farley and his team are already hard at work on a new marketing plan that they hope to unveil at the New York Auto Show in the spring.

Ford Americas President Mark Fields said he expects the overall U.S. light vehicle market to end 2007 at about 16.4 million units -- the lowest level since the late 1990s.

Speaking to reporters at a product briefing at the River Rouge complex, he said Ford expects demand to fall short of that level in the first half of 2008 to an annualized sales rate of 15.2 million to 15.5 million units, though he acknowledged the market could soften more as the year drags on if the economy does not begin to rebound.

"We're going to take this month to month and manage the business appropriately," he said, adding that Ford is planning conservatively. However, Fields said the company "will take appropriate actions" if the situation is significantly worse than expected.

One other challenge Farley will face at Ford is resources, or the lack of them.

Toyota is famous for lavishing marketing dollars on its new products. He said there will be no shortage of cash for key programs like the new F-150 at Ford but said he will have to be more frugal overall.

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[stevecmh]

it will be interesting to see if it works... I dont think the Edge sold as much as they wanted... i hope they find some good sales

[Mikkoo]

As much as they need the new F-150, Ford flat out blew it big time by not
bringing over the all new Focus. I'd seriously look at some of the good
product we have here in Europe, like the C-Max and Focus. Ford needs to use
it's world wide resources like GM does. Admit that the Ford 500/ Taurus is
a bust, and make more appealing bolder styled product like GM is bringing
out.

[usa1]

We've all seen articles like this before. Same story, different year, different company.

Mark

[VCDJ]

Ford has so many great vehicles in Europe. I do not understand why not build those vehicles here in America and sell them here and you can even export some of the to europe since dollar is not worth much. If ford did that. They would not lose market share and money. Look at Euro focus and engines that it has. Wow it would be best Small car here by far. Ford Mondeo that is another great vehicle.

[Bggriffi]

Originally Posted by VCDJ

Ford Mondeo that is another great vehicle.

I would buy one.

[Ach]

Here's a marketing tip for the marketing guy: Don't launch the F150 with the same old powertrain. They should wait until the Boss is ready and launch them together- it would cause a huge splash. Instead, it likely will come with the outclassed Triton 5.4, together with the usual "but wait till the good motor gets here." They make this mistake too often (Five Hundred/Taurus, Zephyr/MKZ, likely MKS as well). As badly as Ford needs to get the new F-150 out, I think it would be better to wait until the package is complete.

[igor]

Originally Posted by Ach

Here's a marketing tip for the marketing guy: Don't launch the F150 with the same old powertrain. They should wait until the Boss is ready and launch them together- it would cause a huge splash. Instead, it likely will come with the outclassed Triton 5.4, together with the usual "but wait till the good motor gets here." They make this mistake too often (Five Hundred/Taurus, Zephyr/MKZ, likely MKS as well).

there will be NO CARRYOVER ENGINES in the F150. There will be no BOSS either, but all the engines are better and improved and make higher power and torque:

from 4.0l SOHC V6 (200 hp/ 260 ft.lbs) to 3.7l DOHC V6 (270hp. / 270ft.lbs)
from 2v 4.6l V8 (248hp / 284 ft.lbs) to 3v V8 (300hp / 300ft.lbs)
from current 5.4l V8 (300hp / 365 ft.lbs) to new 5.4l V8 (320hp / 380ft.lbs)

That means, that Ford's 5.4l V8 will SURPASS the 6.0l Vortec MAX in torque ... hmm ...

and the 6.2l is only 6 months late with over 400ft.lbs of torque.

moreover - there will be no 4speed autos in the 09 F150 - only 6 speeds ..

Igor

[osv_alero]

The frugel advertising dollars on everything but the trucks is anothe reason the American makes have suffered in the sales department. The Aura is a great example of an awesome product the public didn't know about.

[FoMoCo Fan]

Originally Posted by usa1

We've all seen articles like this before. Same story, different year, different company.

Mark

Yup. Same story, different actors.

[Xenon]

lol at Ford's 5.4 making more torque than the 6L Vortec. Its only 30 lb-ft shy of the 6.2L though

[MelvinJ]

Originally Posted by Xenon

lol at Ford's 5.4 making more torque than the 6L Vortec. Its only 30 lb-ft shy of the 6.2L though

Seriously, you laughed OUT LOUD at this?? A good knock-knock joke must give you a seizure...

I mean, it's interesting, and good for Ford for getting the 5.4L's torque that high, but it's no secret that Ford's V8's are typically high on torque and low on horsepower for their displacement.

Are you equally tickled that Chevy is able to get slightly better gas mileage out of the 6.0L than Ford gets out of their current 5.4L (13/18 vs. 13/17 2WD)? Go ahead - lol if you want.

[igor]

Originally Posted by MelvinJ

Seriously, you laughed OUT LOUD at this?? A good knock-knock joke must give you a seizure...

I mean, it's interesting, and good for Ford for getting the 5.4L's torque that high, but it's no secret that Ford's V8's are typically high on torque and low on horsepower for their displacement.

Are you equally tickled that Chevy is able to get slightly better gas mileage out of the 6.0L than Ford gets out of their current 5.4L (13/18 vs. 13/17 2WD)? Go ahead - lol if you want.

ROFL ...

Yes, Ford has been torque heavy - really the only redeeming feature of the "can't rev high or I will explode" TRITON family

The 5.4l will be perfectly capable engine for the masses and the 6.2l will finally put Ford back on the map for the image conscious "urban truckers' and other people who are dumb enough to care about HP on a truck ..

I am still baffled about how Gm manages to get those mileage figures with just a 4speed auto ... Ford should pay some GM engineers to come in fpr a month and point out what Ford is missing.

Igor

[mkaresh]

Originally Posted by VCDJ

Ford has so many great vehicles in Europe. I do not understand why not build those vehicles here in America and sell them here and you can even export some of the to europe since dollar is not worth much. If ford did that. They would not lose market share and money. Look at Euro focus and engines that it has. Wow it would be best Small car here by far. Ford Mondeo that is another great vehicle.

It's about manufacturing costs. Those vehicles cost more to make than Americans are willing to pay for a Ford.

They haven't yet forgotten the Contour. Great car for Europe, and I greatly enjoyed my 1996 SE V6. But Americans just wanted an updated Tempo, at least from Ford.

[MelvinJ]

Originally Posted by igor

ROFL ...

Yes, Ford has been torque heavy - really the only redeeming feature of the "can't rev high or I will explode" TRITON family

The 5.4l will be perfectly capable engine for the masses and the 6.2l will finally put Ford back on the map for the image conscious "urban truckers' and other people who are dumb enough to care about HP on a truck ..

I am still baffled about how Gm manages to get those mileage figures with just a 4speed auto ... Ford should pay some GM engineers to come in fpr a month and point out what Ford is missing.

Igor

I believe the 5.3L naturally gives good mileage, but I think the 6.0L's highway mileage advantage has do to cylinder deactivation, which is usually good for an mpg or two on the highway test. In the real world, it may be another story. I've been disappointed with the new L76 VortecMax since it came out last year (the old LQ9 VortecMax with 22 less hp seemed to outperform it, albeit on premium gas), and I'll be happy when GM's 6.2L/6-speed combo eventually replaces it since it seems to do better in the real world and performs MUCH better.