Ford gives us a glimpse of the future
Greetings from Detroit! Ford brought a bunch of journalists, myself included, out for the Showroom of the Future, an event they first put on for their employees a couple of weeks ago. Ford plans to redesign or revamp all of their vehicles beween now and the year 2010. Today I got a chance to see most of these new products, either as prototype cars, clay models, or computer animations.
The bad news is that I'm not allowed to talk specifically about anything I saw, at least not until the products are officially announced. (I couldn't even take pictures - we had to check our cameras and camera-phones at the door.) I can tell you -- at least, I think I'm allowed to tell you -- that the future is bright for Ford. A lot of Ford's current problems -- the lack of differentiation between Ford, Mercury and Lincoln cars and the emphasis on large fuel-thirsty SUVs -- are being addressed. There are a lot of exciting new vehicles on the way for Ford and Lincoln, though it appears that Mercury's middle-child-syndrome will continue to be a problem. Lots of new technology, too. The new models they've already announced -- the 2007 Ford Edge, 2007 Lincoln MKZ, 2008 Ford Escape and 2008 Ford Super Duty -- are just the first rumblings. Things will really start to heat up next year as Ford starts to introduce more 2008 models, and 2009 and 2010 are going to bring some pleasant surprises.
Mark Fields, Ford's Executive Vice President and President of the Americas (now there's a cool title), told us, "Not enough people believe in our future, and today we hope to change your perceptions in that regard." Mr. Fields, consider my perceptions changed.
Thoughts on the future of Ford? The "comments" link is just a click away.
-- Aaron Gold
Comments
Why don’t they just dump Mercury? Save the effort (and money!) wasted on altering tail-lights and grills and re-focus that energy on crafting class-leading Ford/Lincoln vehicles.
What thought could we have? We didn’t go on the exclusive tour. All we know it’s what’s on the showroom floor.
It would be nice if one of the US automakers produced a pickup that got an honest 25mpg city and 30 or better mpg highway. I can gaurantee you they would sell every unit they could produce.
Ford should just produce a midsized hatchback that gets over a true 30 mph in the city, and 40 mph on the highway, with every safety feature produced at a reasonable price–no ridiculous assortment of trims (e.g.: having to get Bluetooth technology to get cruise control like the Nissan Sentra. Make it simple, stupid!
I want to re-emphasize Carol’s comments. I love my Focus hatch (although people still clamour for the European version). However well the Fusion gets rated, it would really stand out if they sold a hatchback or wagon version in North America. THAT would really differentiate it from Camry or Accord. Lastly, everyone is still too preoccupied with more power. Better fuel economy is where it’s at. Think what might happen to gas prices over the next 10 years! Fun and practical vehicles that you can afford to drive is what we are looking for.
i think ford os a GREAT company and should be around for the next 200 yrs. at least!!! i just want to know though: are there any more concept cars that are company is going to come out with?
Ford needs new thinkers in my opinion. You mention the Edge as some of the new thinking. When I saw the picture, I thought there was a mistake and the Lexus was pictured. When the only differentiating feature is the grill, what makes it any different from anything else?
Lets go back in history for a bit. Take a 2006 Lincoln Town Car, park it 1/4 mile away next to several other 2006 luxury cars from other makers. Could the average person tell which one was the Lincoln? Probably not. Now take a 1973 Lincoln and park it next to any other car made the same year. Could someone tell which was the Lincoln? You bet. Without even any strain. If Ford wants to make a difference, they need to BE different, not copy everyone else and hope for a piece of the pie that is already being fed, which is what I see.
If Ford is going to copy everyone else to be “cutting edge”, they won’t win anyone away from other makers which is what they need to do. Every car doesn’t look like every other car but seems like nearly every car made by one maker has a counterpart from 4 other makers that look extremely similar. There are at least two that look like the Edge so close I’d have to see the name plate to tell them apart. Is it any wonder there is a growing desire for 60s and 70s cars put on updated internals?
In my honest opinion, Ford needs several things to make their ‘new look’ work.
One, contact the Japanese and ask them where they get the material they use for their interiors and team them up with younger designers. The exterior design of Ford can hold its own, but when you step inside, you feel like you stepped back more than a couple of years.
Two, hire an aggressive marketing company to re-vamp the look and feel of Ford. They need the marketing companies that do the likes of VW and Scion if they want to capture the younger audiences. I feel they do fine for the older crowd.
Three, put some engineering emphasis on gas mileage and reliability because we know that design wont save them alone, which, I feel the design is close to being up there with the other manufacturers. While their Japanese counterparts focused on alternative energy vehicles, Ford stayed the track of gas guzzlers. Imagine a optional Mustang that can get 300hp with at least 28/35 and a better than decent reliability report?
Other than that, they should make out fairly well.
I have owned and driven many Fords,Lincolns&Mercurys in my 68 years.
The only ones I can remember that I liked were pre 63 Birds and pre 73 lincolns.The only good Mercury that I liked was a 48 club coupe that my father bought new.He continued to buy mercs until his death.
His reasoning was that was the only place he got a decent trade in.
He did own a couple of Lincoln Cosmopolitans that he liked.
I agree with a previous writer thar the major problem with Ford products was the breakdown of the interior appointments.
In my opinion,the old saying”BUY A FORD,THEIR THE BEST,RIDE A MILE WALK THE REST”APPLIES
Make a car that holds up and has lasting interiors,and most importantly,a car that is apart from the pack in looks,and you might regain the rep. of the glory years when the old Crown Vics were a very distinguishing looking car.Easily identified,even by non car lovers.
I have owned and driven many Fords,Lincolns&Mercurys in my 68 years.
The only ones I can remember that I liked were pre 63 Birds and pre 73 lincolns.The only good Mercury that I liked was a 48 club coupe that my father bought new.He continued to buy mercs until his death.
His reasoning was that was the only place he got a decent trade in.
He did own a couple of Lincoln Cosmopolitans that he liked.
I agree with a previous writer thar the major problem with Ford products was the breakdown of the interior appointments.
In my opinion,the old saying”BUY A FORD,THEIR THE BEST,RIDE A MILE WALK THE REST”APPLIES
Make a car that holds up and has lasting interiors,and most importantly,a car that is apart from the pack in looks,and you might regain the rep. of the glory years when the old Crown Vics were a very distinguishing looking car.
I was a FORD/LINCOLN/MERCURY person for many years! I was a victim of the tragedy of the C-6 transmissions yet I stayed with LINCOLN. I put 53,000 miles on my car, each year, and purchased a new car when models changed. My “old” cars were snapped up by neighbors who drove them for years!
You could tell a FORD product by the fact that it wasn’t a “cookie cutter sedan GM cars” It turn heads! Then came the downfall of looking like everybody else! My last cars were made in Canada and they had quality. Somehow I left FORD when they changed all their dealerships to look alike! Now I drive KIA SEDONAS and, truthfully, LOVE IT! They look nice, the interior looks neat and I get good service! FORD could get me back if they make a vehicle that doesn’t like like everybody elses!
An easy solution is for Ford to bring the euro spec Focus over to the US – much better car in the entry level segment that current US model
I’ve been a proponent of bringing over the European Focus for quite a while, but I can understand why Ford sticks with the existing car: The costs are lower, and small cars aren’t exactly the most profitable segment of the market.
That’s not to be said that something good couldn’t be done with the existing Focus platform sometime soon. Hint, hint.
The auto industry pulled a slick one on us back when they convinced us front wheel drive was the way to go. Then we found out our second car couldn’t be a car if we wanted to tow anything, it had to be a big gas guzzling truck that got 13 mpg. Then because Americans really don’t like European small cars they convinced us we needed big SUV’s that guzzle gas. If the future is bright for Ford or any other car maker they better stop with the flim-flam and get down to business. Don’t show me a car that gets 40 mpg show me a car that does not run on gas and show it to me by 2010. Show me a car that is 100% American. Show me a car that I can feel good about buying. I look at Ford and I see the Lions. I believe you are being too optomistic.
If you want a Fusion hatchback get a Mazda6. If you want the new Focus get a Mazda3. I just got a Mazda3 and I love it.
I’m more of a Mustang guy (5 and counting)than truly a Ford guy, but judging by it, Ford has to up the quality of its interiors by quite a bit. Plastic that LOOKS cheap isn’t a good move to convice people that they’re getting their money’s worth, even if they are. Other than that, I have to applaud Ford for at least putting a concerted effort into moving into the future, despite the mountains of government regulations that try to make every car as bland and soulless as possible. I welcome the return of the horsepower wars, as this is what made the now highly desirable cars of decades past memorable, and spurred the imaginations of just about everyone involved in car design and manufacturing back then. Sales are still the bottom line, and beyond utility, the only real motivation for choosing one vehicle over another is EMOTION. So stir them up, Ford!
Wake up Ford and look at what Jeep, and Dodge are doing. Jeep’s 4dr Unlimited and the Dodge Nitro are the
SUV picks of the year in my book. Seems there use to be a small old Ford Bronco years ago, with a few improvements, would give Jeep and Dodge a run for their money.
That was the most noninformative article you’ve written so far.
I Happen to think the area that ford needs to improve is its engines,,like all the car mags say there engines always lacked the smooth refined power its compettitors Have in there cars for years now,,,for example the ford 500 is an excellent car except for its engine it is the same engine that use to be in the defunct taurus,,,,,
Now that more comments are here I have to agree with interiors being upgraded too. I very anxiously awaited the return of the smaller T-Bird and the modified retro look. But when I saw the interior, I thought it looked more like a cartoon drawing and was immediately turned off. Give me an elegant interior (I saw one with bright contrasting colors I needed sun glasses for) and the option of engines with mileage or power.
Amen to Jules comment. And they could do it for the driver that is not planning to tow or go off road,which is the majority
what we want for 2010:
1)Euro look
2)Elegant interior
3)26+ MPG
Since everyone wants a fuel efficient car and the europeans have them in the diesel why are they not in our cars?
As a Ford lover for my whole life, and a Ford worker the past 12 years, I look forward to seeing what the future holds for Ford. I see alot of great products coming, and hope they are well recieved by the public. Alot has gone into the design and feel of the new products, now if we could get the marketing to match. Are you all aware that JD Powers has been raving about Ford and their quality lately ? Did you all know that Toyota recalled more cars then they built last year ?
That said, I have to agree with alot of you that the interiors of ALL the Ford family needs an upgrade ! If we are going to save money, dont take away from the Feel, Look, or Ride ! The customer s ALWAYS right, and thats what I keep hearing from them!
GO FORD !!!
I have been a Ford guy since birth (except that pesky problematic 91 Pontiac Grand Prix). I have always been excited to see something new come out from them, especially Mustangs and F150’s. However, the Edge,Fusion,Five Hundred, and new Escape are…BORING! I sure hope Ford has some better style for the new vehicles to come. As far as queslity..I don’t see what people whine about. My grandmothers 2000 Taurus is still going strong and has NEVER been in the shop. Nothing has ever broken or fallen off. My 04 F150 has nearly 65K miles and the interior looks as good as it did the day I bought it. I am happy with the interior quality, however, some of the designs have been boring such as the Fusions and Five Hundreds. Where is that radical Ford style in and out? The explorer for example, has always had a look of its own, always recognizeable, same for an F150 (until Toyota copied them). The Taurus never looked like any other automobile (until the Camry was made to look like the 00). That is the type of vehicle we need. Big. Bold. American. Style sells. People who buy Toyotas and Hondas have NO style. Now that Ford has been losing it’s balls to style a radical vehicle, they are losing. I know the quality is there, just up the ante with interiors, as well as the exteriors. Screw the Japanese, we know what a real automobile is! They used to buy ours. Lets show the world what you can really do. God Bless!
I’m liking the style of the new products but if they don’t have reliability, aren’t green and most importantly have great gas mileage, I’ll hang on to my Toyota.I worked fro Ford dealers for years and I hope this isn’t more of the same rhetoric I heard for years.
Forget whatever they said and bring back the cobra. Ford needs to regain a supercar which name is as iconic as the corvette. And a fastback mustang 5.0!
I have been a Ford owner for over 40 years I buy a new ford 150 every 10 years my 1995 had 148000 two batterys and two alternators.Chev and Dodge copied fords body style to look like the ford 150 with the round front grill if ford wants to be a leader they must build a car of the future;ALL ELECTRIC’save the world be bold’
If the new line up all looks like the 2010 super chief you guys are gonna hit gold. I can’t tell you how much i love that truck, I hope i comes out earlier than 2010 though and i also hope the new SUV’s are designed the same way.I will definitely get one the day it’s available!!
America builds big, gas-hungry cars- lots of pollution. Did a great job. Now we are set to follow Europpeans and the Japanese- smaller, hybrids, can clean deisels be far behind?
How about plug-in hybrids (Chevy Volt- check the mileage stats) next all electric (check out our own EESTOR. Make a deal!
Europeans and asian mfg. are already making electric cars- we used to even before gas engines Batteries and supercaps are there- let’s get on with it. Electrics Rock best 0-110-range now good.
Buy out Electrovaya go go go we need a ford leader!!
If not we’ll all be buying Japanese, Indian, Chinese….
Its more complicated than just importing cars from europe. The new Ford Flex is futuristic, functional, and much better looking than a minivan.
Next products?
New cobra would be nice to compete with that pos vette.
New mustang bodystyle with the 5.0 would be awsome givin that ford only needs 2/3 of the engine to run at the same pace of any dodge or chevy.
New bronco to anilate the already weak new nitro and jeeps, wish are quite frankly a shamefull addition to an already dying bread.
I drive a Focus and like it. My next car will be all electric even if I have to build it myself. I would rather Ford took the weight and cost of the motor and transmission out of the Escape Hybrid and put the saving in additional batteries. The 90 HP electric would be enough if allowed to run for a short time at 2X the rated output for acceleration.
Re. “dump Mercury”, Ford did just that in Canada as a way of strengthening brand recognition, differentiating the product line (a Ford versus a Lincoln), reducing costs (it’s cheaper to produce tons of Escapes versus producing lots of Escaps and some Mariners), and letting other Ford brands (notably Mazda) gain in market share and it has worked. Well, mostly. In markets where there were both Ford and Lincoln-Mercury dealerships, the Ford dealerships became Ford*Lincoln and the Mercury dealerships largely closed down. This had many people suspecting the Ford was going out of business. The other downside was the lack of upscale versions of some of the products. A Mariner, for example, is equipped better and drives more quietly than an Escape. But, given that Canada is a country where trucks and *small* cars rule (the best selling cars here are the Honda Civic, Mazda 3, Chevy Cobalt, Toyota Yaris and Ford Focus — in that order), much of the Mercury line was a mismatch for this country. Now, if Ford would only bring over the sexy European Focus — including the convertible — and the Mondeo, things would be sweeter. The US market, though, is large enough to support both Ford and Mercury just on volume alone.
FORD should consider “re-badging” their MERCURY line up a stop competing with itself through duplication. GM did this with Oldsmobile and Chrysler did the same with Plymouth.
I ended my streak of FORD pickups when the new body style arrived and in hindsight I’m glad I did. The F-150 needs to be made in an F-250 chassis and both could use a small block diesel combined with a five-speed transmission. Easy short term remedies all round!