How to fix Ford

SELL THEM TO INDIA!!!!

To start off the series we’ll look at the one who has gone the longest distance to help themselves already.  In going over all of the companies, and looking at their current lineup, Refined and I felt Ford needed the least amount of restructuring and help.

Somehow Ford seems to be getting some things right.  They’ve acquired Mazda and Volvo and both brands actually have a lineup of products that make sense.  There are a few things that need removing but on the whole Ford seems to be getting a hang of the “brand image” concept and making sure each brand has some sort of cohesive style or vision. The only tricky issue is what to do with Mercury, which seems to be a brand unsure of its purpose.

We’ll look at each of the brands in no particular order.

Ford’s Current Lineup

Cars	SUVs and Crossovers	Trucks and Vans
Focus	Edge	F150
Fusion	Flex	Super Duty
Taurus (and Taurus X)	Escape	E-Series
Mustang	Explorer
	Expedition

To be difficult, I’ll start from the bottom with what I know best – the trucks and full size SUV’s. The F-150 is doing well size and power wise, though they may have to do something about the carriage springs out back if Dodge’s new coil-sprung rear takes off.  The biggest thing in this arena will be to fast track some of the newer drive-train technologies such as hybrids, smaller diesels, and especially their new ethanol turbo boosted engine concept.

The Super Duty line is also doing well, though they will be hurting once they drop the manual transmission option from the books.  Their diesel engines issues, and possible seperation from Navistar, may hurt them, but only time will tell on that front.

E-series… kill it, burn it, and feed it to the pigs.  There are much better options in the Ford Europe lineup – such as the Ford Transit.  The only reason I can see to keep it is for the companies like Quigley and other RV and emergency vehicle upfitters who use the chassis as a heavy industrial base to many other vehicles.  It is a  much cheaper option than having job specific chassis like many were pointing to for police cars.

I really like the Ranger as a concept – a truly compact pickup.  Sadly the platform is very outdated and in need of much love.  Ford would do best to drop the current model and look into importing one of the excellent overseas variants – complete with diesel and chassis cab options.

Expedition and Explorer can stay, benefitting from the enhancements made to the F-150 drivetrains.  Sadly these vehicles still do have a use in hauling a full family out to the beach or work crew out to the site while towing a full load (though the work crews might prefer the now defunct Excursion or one of the million E-series variants).

The Escape seems to be a dated model now, trying to fit in between the Explorer/Expedition and the newer models like the Edge.  I’d suggest eliminating this model while keeping the Flex and Edge.

The Focus, Fusion and Taurus all cover a nice range from small to large sedan, but it would be nice to see them following a design and style that ties them together.  I’d suggest the Euro models as a base, as their Focus and Mondeo are not only excellent looking cars, but highly regarded models.  The Mustang is fine to keep on as it is but whatever the Taurus X is supposed to be… it failed.  Kill it with fire.  It seems like Ford just wanted an excuse to rebadge the Escape but I don’t even want to drive one to figure out what it is.

Mercury’s Current Lineup

Kill it all

Yes, there is nothing within the Mercury brand that we see worth keeping.  For too long it has been the redheaded stepchild of the Ford family, and will soon go the way of Oldsmobile and Plymouth if nothing is done about it.  Our reccomendation is take it where Pontiac should be going (more on that in the GM portion of this series) – RWD performance oriented automobiles.  A good start would be to bring back the Maraduer as a reworked Australian market Ford Falcon, keeping the turbocharged I-6 and giving it harder, more sinister styling.  From there see how it goes and expand on the theme.

Yes please.

Failing that… they could just sell it to the Indians… or maybe the Chinese would like it.

Lincoln’s Current Lineup

Cars	SUV’s, Crossovers and Trucks
MKS	Navigator
MKZ	Mark LT
Town Car	MKX

Lincoln, like Mercury (just not as badly), needs design direction.  With that in mind, lets take them luxury, where they belong – and kill off the SUV’s and truck, they just aren’t necessary.  Keep all the other vehicles and make a full size,RWD, unibody, barge to replace the Town Car.  The Town Car has a small place for the funeral homes and limousine services, but otherwise really has no place in the lineup either.

If Lincoln is to offer a large car like the Town Car, it needs to be a modern unibody design more suited to the refined status I think Lincoln should continue to pursue. The name Town Car is dated in light of the current Lincoln naming system as well, and needs to go.

Mazda’s Current Car Lineup

Cars	Everything Else
3 series	CX-7
6 series	CX-9
MX-5 Miata	B-series pickup
RX-8	5
	Tribute

As Refined said at the top of the post, Ford surprisingly hasn’t screwed up Mazda; in fact they’ve made them better.  The only real changes we can recommend is dropping the Tribute and B-series.  Beyond that they could expand rotary availability, though something tells me that is just a pipe dream.

In all of their bumbling somehow Forlinmermazvol has managed to work with Mazda to improve their brand image and model lineup (with only two exceptions as Redneck mentioned).  Mazda and Ford have shared a lot of the same engine and chassis technology but by leaving Mazda well enough alone they’ve allowed them to develop a style and image that people understand and like.  Can’t say the same for the Ford name although they’re getting better.

Volvo’s Current Lineup

Cars	Wagons and Crossovers
C30	V50
C70	V70
S40	XC70
S60	XC90
S80

Once again Forlinmermazvol has done good work.  All of Volvo’s models and their naming make sense and fit in the brand and Volvo still retains that Volvoiness.  Redneck and I debated whether the XC models really fit in, but I feel (and think I convinced him) that they are more like overgrown wagons than SUVs which makes them seem like acceptable models for Volvo to keep.  Also, I really like that Volvo C30 hatch.

I agree with the C30, that is one quirky, but good looking little hatch.  I am also very impressed that their naming scheme both makes sense and does not contradict itself, bravo.  Though I take issue with their sideways I-6s and I-5s, it is a personal thing and I won’t hold it against them… the narrow angle Yamaha developed V-8 in the XC90 makes up for it though :)

Snap Judgment

Forlinmermazvol has done some good work but their domestic brands could still use some help.  They should talk to whoever they’ve got running Mazda and Volvo.  I think Ford is the only one of the Big Three that could get themselves on track and sorted out in the least amount of time (in spite of Mercury’s transition requiring a bit of work) and with the overall least amount of pain. That’s why we chose to tackle them first, the next two won’t be so easy.

I wholeheartedly agree, though all of the Big Three need help, Ford is seemingly the one in the least dire of straights.  They have an ever improving lineup with little to no overlap that just needs some direction and love.

:redneckbig: