Home » Editorials » Motor Trend's MacKenzie Plays Friendly Game of Interview Softball With Jim Farley

Motor Trend's MacKenzie Plays Friendly Game of Interview Softball With Jim Farley

Jim Farley, Image: Sam VarnHagen/Ford

Motor Trend, a?area of the “TEN: The Enthusiast Network” machine, grabs the marketing attention of automaker C-suites in ways that this humble blog can’t – and won’t.

Using?its?clout, you’deb think Motor Pattern would dig up the products when given the opportunity to sit down with Ford’s main man within Europe, Jim Farley.?You’deb think wrong.?Instead, Motor Trend provides this stunning, 530-word bet on interview softball.

To MacKenzie’utes credit, he does construct some of the challenges dealing with Ford of Europe in the future: traditionally budget-conscious brands (Hyundai) are moving up, luxury brands (ze Germans) are moving down, and Ford is seemly stuck in the middle with nowhere to visit.

Therefore, you’d think MacKenzie might dig up the goods as well as lay out a plan with regard to Ford’s European future. After all, the item is titled, “What Ford is Doing to be More Competitive in Europe: An Interview with Jim Farley.”

Instead, we’re given?passages?such as:

“We have to be selective with where we compete. We can not be this brand name with all this choice. We have to stop investing in nameplates exactly where we have no type of sight for profit.”

Some Ford model lines will therefore disappear within the next few years, though Farley won’t say which. Ford sources suggest the actual Fiat 500-based Ka is one on the list, however.

None of this is new information. Many have suggested the death from the Ka is nigh.

Impressed with what Daimler has been doing with AMG, Farley wants to better leverage Ford’s ST and RS performance brands. “Our performance heritage is so strong, and we possess real credibility,Inch he says. “I think it is high time for us to give more people that experience.”

Isn’capital t that what the Ford Performance-gasm was all about?

And when talking of going up-market:

That something nicer is Vignale. At first offered on the Mondeo (also known as Fusion), Vignale, which among other things offers special fresh paint, Bentley-quality leather, and VIP dealer service, has now been introduced around the Kuga, Edge, and S-Max. Only two,000 Mondeo Vignales had been bought from the first four months, however Farley says 20 percent associated with buyers traded a premium brand vehicle to purchase an ultra-luxe Ford.

Farley insists Vignale is not a Lincoln substitute. The concept will not be visiting the U.Utes., where Lincoln is again being refurbished to take on luxury brands, and he says it does not rule out Lincoln returning to Europe. But when it comes to premium, the Blue Oval is clearly hedging its bets.

Emphasis mine.

“Why is?Vignale not a Lincoln substitute?” would have?already been a great question to inquire about here. Lincoln is floundering on this aspect of the Atlantic as the same time that?Ford continually tends to make bank. Do you really think more people would?buy a Lincoln MKZ over a good ultra-luxurious Ford Fusion? Perhaps in China.

Between 2005 and 2008, North American pickup truck buyers said,?“Nope, the F-150 is fine,”?when presented with a choice of buying a rebadged F-150 in the form of the actual Lincoln Mark LT. Since then, Ford’s been including as many trim levels to the top of the F-150 as the market will keep – and it seems the?market can bear even more?than the OEMs offer.

I’ve asserted that Ford will go downmarket in Europe?since my?brief encounter with Farley before Kia shipped him off to Europe. Even Motor Trend thought the exchange was fascinating enough to run it?then. Yet, MacKenzie didn’t probe Farley about that side from the low- and high-end squeeze.

Maybe we’lmost all see more in the second inning. Or maybe we’lmost all see more Apple Car urination.

Don't be shellfish...
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