Innovation and range extensions for Ford in '07

Words - Mike Sinclair
Ford Oz boss Tom Gorman says 2007 will be a year of innovation for the local car builder
Ford Australia is looking towards 2007 with a view to "innovation" and extending existing model ranges. They were the key messages from local Blue Oval boss Tom Gorman to media this week as the local auto industry wound down for its traditional Xmas hiatus.
Gorman told CarPoint that the manufacturer would have to be "innovative" with its marketing and approach to selling its existing Falcon and Territory ranges next year.
Though recently facelifted, the Ford large car staple must battle against much newer Holden and Toyota product ahead of a new model not due until early 2008. A new Territory is arguably even further away although a facelift and perhaps turbodiesel engine could arrive as early as mid-2007.
Gorman said the BF MkII was "technically a fantastic car" but that the local automaker would have to deal with "not the freshest sheetmetal".
"We still [have a job] to get the message out about the value story of the Falcon. It [the Falcon] is going to be a challenge from a marketing point of view," Mr Gorman said.
"We have a great product but the pressure will be on us," he said.
According to Mr Gorman, Falcon will be battling for a share of a large car segment that should stabilize around 13.5-14.0 per cent of the total market. Ford Australia is predicting a 2007 new vehicle market on a par with projected total for 2006 -- around 965,000 units.
Gorman said he expected the medium SUV segment to sit at around 6.5-7.0 per cent. He stated that a turbodiesel Territory would mean that the Ford product could compete in the market in its entirety instead of the petrol segment the vehicle was currently limited to.
Mr Gorman called 2006 a "humbling year" drawing reference to the volatility of the local large car market and the necessity of Ford to trim production and staffing. He stated that the company had relied on voluntary redundancies to trim its workforce in preparation for 2007 and was "in a good position" to start the year. Production staffing numbers sit at around 640.
In fact, if the company's market estimates come to fruition it will need to add a small number of overtime days in 2007.
"If the market turns out to be what we think it will be, we will have to work some overtime," Gorman said. "We did our '07 forecast and we took the business below that [staffing level]. We wanted to avoid down days. We had a handful of them this year and [they're] not good for the supply base."
Fords plans for new models in 2007 include the launch of the Ranger light truck in late January. The Ford boss stated that the company would look to build on its model range by extending its existing nameplates though did confirm it was still considering a case for Mondeo.
Citing the example of XR5 and upcoming Focus folding hardtop cabriolet as additions to the Focus range, he said local buyers could also expect "a couple of others."
"We have ideas how we can extend the Fiesta nameplate [to]," Gorman said.
A 2.0-litre engined Fiesta perhaps with a XR4 badge has been hinted at by Ford sources, though Gorman would not be drawn on it.
On the subject of the long-rumoured turbodiesel Territory Gorman said quizzically the model was: "likely as soon as we can get it."
It was noteworthy that the ‘TDI' territory was a subject of discussion the Ford boss readily raised. He labelled the long-rumoured variant "a priority" but would not confirm the project had yet been given the go ahead.