Ford's Upcoming Trio of Cars Generating Yawns

[Ming]

How Would You Like Your Ford?
BusinessWeek

On Aug. 10, Ford Motor Co. (F ) executives and local dignitaries will descend on an 80-year-old manufacturing plant on Chicago's South Side. As TV cameras roll and workers applaud, Ford's first new midsize cars will roll off the line. Why all the hoopla? Because a revolution is under way at Ford. The company is turning its back on the mass-manufacturing model pioneered by founder Henry Ford. The Chicago assembly plant, refurbished at a cost of $400 million, is capable of making as many as eight models on two different chassis. Ford's aim is to better meet rapidly changing consumer tastes in a fragmented car market.

Whether Ford can run its new system profitably -- and at full tilt -- will depend on the new cars' popularity. Too bad then that the early buzz on the Ford Five Hundred and Mercury Montego sedans and Ford Freestyle sport wagon is lukewarm. Word is that the cars suffer from meager power and style.

Fortunately for Ford, the new plant can quickly switch to building more popular autos if one or more of its new models falters. That's all part of Chief Executive William C. Ford Jr.'s vision of a 21st century manufacturing complex. The plan: flexible factories with lean inventories and just-in-time parts deliveries -- the kind the Japanese have been perfecting for the past decade.

Still, a supplier industry watcher says some Chicago component makers are nervous. They had to invest heavily to build plants dedicated to supply the Chicago factory, tying their returns to a car whose success is uncertain.

It doesn't help that the three new cars are generating yawns. Sure, the cars, based on chasis made by partner Volvo, get high marks for smooth handling, comfortable ride, and roomy, easily reconfigured interiors. Yet their heavy weight makes them feel sluggish, say those who have driven the cars. Ford takes issue with the characterization. "We deliver better acceleration, better fuel economy, and half the emissions of some of our competitors," says a company spokesman.

Still, at a time when Chrysler Group is wowing buyers with its brashly styled, 300C sedan, Ford is bringing out a crop of bland cars. Ford execs point out that the Honda Accord and Toyota Camry, both top rivals, aren't exactly sexy. But they are well-established contenders. To lure buyers away from Accords or Camrys, says Wesley R. Brown, an analyst at consultants Iceology, "you have to do something extraordinary."

Ford has gone to great lengths to pull off its manufacturing transformation in Chicago. The ultimate payoff will hinge on how buyers judge the new cars.

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[FearTheDodo]

But haven't they been producing sluggish cars for years? :lol:

[AmmoWG66]

I'm not a fan of the Ford Five Hundred, but the Freestyle is pretty appealing to me. I just wish there was more distinction in their styles. Like, the Freestyle looks like the Explorer, which looks like the F150, which looks like the Expedition, etc.

[mjd1001]

It is almost as if Ford is unwilling to take a chance with a design of a car. With the design of these cars and the pictures I have seen of them...it's almost as if Ford is keeping very traditional lines and shapes of their cars, and just simply SLIGHTLY changing headlights, taillights, and grill designs.

[xellow]

this is also how I feel with bland boring cars like Aveo, Cobalt, & Malibu. Camary, Accord, Jetta, Pasat, & more.

[ByTheLake]

Laserwizard, sometimes I'd swear that you are really Bill Ford Jr.

I completely agree with the article ... I've seen the Five Hundred up close and have walked around it ... it is extremely conservative in its styling and completely boring. Who cares how big the interior is if you can't get past the styling.

I'd say that Ford is more conservative than GM. If Ford is not willing to stretch to battle in this market, it will become an insignificant maker of cars that mainly exists to sell trucks.

[amark329]

I agree with the author. The new cars aren't appealing and will most likely be behind the competitors in overall look. By the time these cars come out most brands will be updating their cars interior and exterior and Ford will fall behind. I don't think Ford really has a trademark design like others do. Example; Chevrolet the bar across the grille and bowtie. Pontiac has the dual grille thingy. Dodge the 4 seperated grille thingys. lol Ford is an open grille with a sign. I get confused when seeing fords far away and it's hard to tell what they are until you see the badge up close. Ford just needs a little more distinction.

[richb65]

Let's face it.... the market for family sedans is boring because the top sellers (Camry, Accord, Taurus, Malibu, etc) are boring. I think they have "lowest common denominator" designs that are meant to offend as few buyers as possible. Let's hope that vehicles like the 300C (and maybe the upcoming Chevy SS) will reinvigorate the market by adding style and performance. And just as importantly, let's hope that buyers will recognize these distinctive vehicles and make them a success in the marketplace.

[mbukukanyau]

Originally posted by Ming@Aug 8 2004, 02:32 PM

Another biased and baseless article. He has not carried out any study or sighted any authority to voice his opinion.
Ford will do well, if it improves on Quality.

[Nocturn_Bird]

Well at least now I know why Laser is never happy with GM products, hes batting for the wrong team (interpret however you want).

Compare Fords new trio of bland to the new GM family sedans, the new GP, the G6 , the New malibu. See one on the street and you know its different, something not so cookie cutter, where as these look like pretty much everything else and do not draw attention.

[banzai79]

These cars look similar to VW's and Audi's. The same cars that automotive journalists have been calling "sporty looking" and "Classy" for years. Yet when Ford designs a car with smilar cues it is called boring. Please. What a load of bulls&*t.

[amark329]

Originally posted by banzai79@Aug 8 2004, 12:21 PM
These cars look similar to VW's and Audi's. The same cars that automotive journalists have been calling "sporty looking" and "Classy" for years. Yet when Ford designs a car with smilar cues it is called boring. Please. What a load of bulls&*t.

I agree with you that they look like vw's but on nothing else. They are boring and downright ugly. They look exactly like the passat. And I don't like the Passat at all. <_<

[doh]

Yawns hey?

And how about Impala's surprise success that was talked about in earlier postings?

The Implala is anything but exciting. What it does have is value, size,inexpensive to operate and safe. Exactly what the Five Hundered has.

This car will be a hit, no it is not a Camaro or a BMW but it is a car, with everything the average family is looking for, and under $30000 cdn. Thats the market right there.

[paul8488]

the biggest problem is that there's no buzz. it's hard to create buzz without expressive styling or radically new product. if some of the traits laserwizard mentions (tight build quality, great interior room) were really trumpeted, ford might have a fighting chance. but the styling and power won't be calling cards, so ford will really have to emphasize the cars in other ways.

[GM_Guy81]

Originally posted by banzai79@Aug 8 2004, 04:21 PM
These cars look similar to VW's and Audi's. The same cars that automotive journalists have been calling "sporty looking" and "Classy" for years. Yet when Ford designs a car with smilar cues it is called boring. Please. What a load of bulls&*t.

EXACTLY!! The 500 is an almost complete ripoff of the Passat. THe problem, the Passat is OLD AND NOT GETTING ANY YOUNGER. It was called exciting and great looking for years, now its just long in the tooth and Ford is bringing out new product just as long in the tooth. I hope Ford does well, I really do. I would love to see ford retake #2, anything to keep American brands on top, but I dont think these will do it.

Laserwizard, hahah, I cant stop laughing.
Imagine if these cars had a Chevy logo on them. Can you guys imagine the thrashing he would give them. He would say they are the worst thing since the plague.
As far as fords so called "exciting styling" going out the window for this copy styling, when exactly was the "lets put as many ovals as possible into the shape and styling of our car cause our company logo is an oval!!!!" styling excitng.

Oh, I would also like to thank Laserwizard for outting himself, so we all know exactly what he is, just a sad ford fanboy.