New Ford unit\'s focus is speed, SVT for lincoln and mercury
New Ford unit's focus is speed
Lincoln, Mercury to boost performance
September 4, 2002
BY LAWRENCE ULRICH
DETROIT FREE PRESS BUSINESS WRITER
Putting its speediest eggs in one basket, Ford Motor Co. has created the Performance Group that will design a range of powerful Ford, Lincoln and Mercury models while managing corporate racing and performance parts operations.
Tuesday's move puts an exclamation point on the industry's horsepower war that's seen General Motors and Chrysler Group create performance units to match those at Ford, BMW and Mercedes-Benz.
For the first time in history, all three major U.S. automakers have specific groups to develop special performance cars and trucks for everyday consumers.
Ford's Special Vehicle Team, which already has a decade of experience in designing and selling limited-edition muscle cars and trucks, will be folded into the new group. Mike Zevalkink has been named executive director, moving from Ford's executive director of car development.
SVT will continue to design and market only Ford-branded vehicles. But its expertise will rub off on performance editions from Lincoln and Mercury, said Jim O'Connor, Ford's chief of North American sales and marketing.
O'Connor said SVT won't lose the independence that's helped it deliver niche performance models that aren't watered down by corporate caution and bureaucracy. While the SVT logo won't appear on Lincoln and Mercury vehicles, its go-fast formula can translate to their models, said Alan Hall, SVT spokesman.
"Bringing Lincoln and Mercury into the performance fold is a good thing," Hall said. "Performance adds a halo to a division, and this should bring new customers to those brands."
With Lincoln Mercury struggling to revive sales and forge a strong identity with buyers, Ford has focused attention on restoring the brands. Lincoln Mercury sales are down nearly 15 percent in 2002 compared with the same period last year.
Analysts and Ford officials cited the Lincoln LS and Mercury Marauder sedans as obvious candidates for high-performance editions, though no product decisions have been revealed.
Earlier this year, Ford brought Lincoln back into its U.S. corporate fold, separating its from the London-based luxury brands of the Premier Automotive Group: Jaguar, Volvo, Land Rover and Aston Martin. Mark Fields, PAG chief, announced Tuesday he would shutter the group's headquarters in an 18th-Century London townhouse in a cost-cutting move.
The GM Performance Division, created in April, has announced initial plans to produce Cadillacs under the "V Series" designation. Its first offering will be the 2004 CTS-V, a hopped-up CTS sport sedan whose Corvette-derived V8 engine should produce close to 400 horsepower.
Chrysler's Performance Vehicle Operations, announced at this year's auto show in Detroit, will roll out Dodge, Chrysler and even Jeep muscle machines. PVO models will include the upcoming Dodge Ram SRT-10, a pickup powered by the Viper's fearsome 500-horsepower V10 engine.
O'Connor said GM and Chrysler are following Ford's lead by creating their own performance units.
"Looking at the market potential from driving enthusiasts, Ford has a pretty good model to follow in SVT," O'Connor said.
O'Connor said the revamped organization will help Ford produce special-edition models more quickly and efficiently. Adding corporate racing operations to the group, including NASCAR and CART, can help transfer racing technology to street vehicles.
The group will also incorporate and expand Ford's business in performance parts and accessories, a market O'Connor said has been neglected.
Contact LAWRENCE ULRICH at 313-222-5394 or ulrich@freepress.com.
New Ford unit's focus is speed
Lincoln, Mercury to boost performance
September 4, 2002
BY LAWRENCE ULRICH
DETROIT FREE PRESS BUSINESS WRITER
Putting its speediest eggs in one basket, Ford Motor Co. has created the Performance Group that will design a range of powerful Ford, Lincoln and Mercury models while managing corporate racing and performance parts operations.
Tuesday's move puts an exclamation point on the industry's horsepower war that's seen General Motors and Chrysler Group create performance units to match those at Ford, BMW and Mercedes-Benz.
For the first time in history, all three major U.S. automakers have specific groups to develop special performance cars and trucks for everyday consumers.
Ford's Special Vehicle Team, which already has a decade of experience in designing and selling limited-edition muscle cars and trucks, will be folded into the new group. Mike Zevalkink has been named executive director, moving from Ford's executive director of car development.
SVT will continue to design and market only Ford-branded vehicles. But its expertise will rub off on performance editions from Lincoln and Mercury, said Jim O'Connor, Ford's chief of North American sales and marketing.
O'Connor said SVT won't lose the independence that's helped it deliver niche performance models that aren't watered down by corporate caution and bureaucracy. While the SVT logo won't appear on Lincoln and Mercury vehicles, its go-fast formula can translate to their models, said Alan Hall, SVT spokesman.
"Bringing Lincoln and Mercury into the performance fold is a good thing," Hall said. "Performance adds a halo to a division, and this should bring new customers to those brands."
With Lincoln Mercury struggling to revive sales and forge a strong identity with buyers, Ford has focused attention on restoring the brands. Lincoln Mercury sales are down nearly 15 percent in 2002 compared with the same period last year.
Analysts and Ford officials cited the Lincoln LS and Mercury Marauder sedans as obvious candidates for high-performance editions, though no product decisions have been revealed.
Earlier this year, Ford brought Lincoln back into its U.S. corporate fold, separating its from the London-based luxury brands of the Premier Automotive Group: Jaguar, Volvo, Land Rover and Aston Martin. Mark Fields, PAG chief, announced Tuesday he would shutter the group's headquarters in an 18th-Century London townhouse in a cost-cutting move.
The GM Performance Division, created in April, has announced initial plans to produce Cadillacs under the "V Series" designation. Its first offering will be the 2004 CTS-V, a hopped-up CTS sport sedan whose Corvette-derived V8 engine should produce close to 400 horsepower.
Chrysler's Performance Vehicle Operations, announced at this year's auto show in Detroit, will roll out Dodge, Chrysler and even Jeep muscle machines. PVO models will include the upcoming Dodge Ram SRT-10, a pickup powered by the Viper's fearsome 500-horsepower V10 engine.
O'Connor said GM and Chrysler are following Ford's lead by creating their own performance units.
"Looking at the market potential from driving enthusiasts, Ford has a pretty good model to follow in SVT," O'Connor said.
O'Connor said the revamped organization will help Ford produce special-edition models more quickly and efficiently. Adding corporate racing operations to the group, including NASCAR and CART, can help transfer racing technology to street vehicles.
The group will also incorporate and expand Ford's business in performance parts and accessories, a market O'Connor said has been neglected.
Contact LAWRENCE ULRICH at 313-222-5394 or ulrich@freepress.com.
