OPINION: Give it up, Ford
Automotive News / September 01, 2003
Each new generation of Ford managers dreams of designing a world car that achieves big sales in North America and Europe. And each time, something goes wrong.
Ford recently decided not to offer the second-generation Focus in America. That's partly due to timing - Ford isn't ready to replace its small car in North America. But it's also an admission that one model cannot do the job of two. The markets are too dissimilar.
The Focus is the latest and, to be fair, the most successful attempt at a world car. But the Focus plays different roles in the two markets. The European Focus is an attractively equipped mid-sized family car, not a small car. In fact, it's bigger than most other cars in Europe.
In North America, the Focus is an entry-level model and must be priced accordingly. The next-generation Focus - code-named C1 - won't solve that problem. The C1 will be too pricey to compete in America's small-car wars.
Each new Ford executive team creates a plan for world cars that looks great on paper. But all the money spent on global platforms might be better spent developing the right car for each market.
Automotive News / September 01, 2003
Each new generation of Ford managers dreams of designing a world car that achieves big sales in North America and Europe. And each time, something goes wrong.
Ford recently decided not to offer the second-generation Focus in America. That's partly due to timing - Ford isn't ready to replace its small car in North America. But it's also an admission that one model cannot do the job of two. The markets are too dissimilar.
The Focus is the latest and, to be fair, the most successful attempt at a world car. But the Focus plays different roles in the two markets. The European Focus is an attractively equipped mid-sized family car, not a small car. In fact, it's bigger than most other cars in Europe.
In North America, the Focus is an entry-level model and must be priced accordingly. The next-generation Focus - code-named C1 - won't solve that problem. The C1 will be too pricey to compete in America's small-car wars.
Each new Ford executive team creates a plan for world cars that looks great on paper. But all the money spent on global platforms might be better spent developing the right car for each market.