There's a Future in Your Ford

[06StangAwesomecar]

20 April 2006

By Bob Elton

 

 

 

 

 

If anyone doubts that product is the key to success in the car business, just look at the new Ford Mustang-- if you can find one. While The Blue Oval’s US dealers watch 500's and Fusions pile up in their lots, the only signs of Mustangs are the smoking rubber streaks in the driveways leading out. And the money’s not bad either. While Ford has placed huge incentives on just about every other car, truck, minivan, crossover, hybrid and SUV in their arsenal, Mustang GT’s are selling within shouting distance of list price. Insiders are still amazed that a hot car like this could emerge from Ford's normally moribund new car development process. The answer is simple: Ford hired a capable, inspired product planner named Chris Theodore and set him loose.

 

Ford put Theodore in charge of the Mustang program, and later the GT. When Theodore punched-in, the Mustang program was in the doldrums; no one was willing to buck Ford's long-winded product development process to make a great car, instead of another example of humdrum transportation. Convinced that Ford's designers were devoid of new ideas, Theodore told the studio to make a clay model that represented a brand new interpretation of the old Mustang theme. The result is perhaps the best rendition of "retro" on the market today. More importantly, Theodore then set to work resolving the problems of actually making the car-- problems that have hamstrung Ford's creativity for decades.

 

 

 

 

When Theodore assumed control, the Mustang was due to be built upon the Lincoln LS platform. The Mustang’s engineers knew it would be impossible to meet their cost and weight targets using the LS’ heavy and expensive underpinnings. Theodore took one look at the program and told the engineers to forget about the Lincoln. Ditching the Lincoln’s independent rear suspension and its short-long arm front suspension (upper and lower control arms of unequal length) freed-up money for a new 300hp engine. Losing the remote gas cap flap release, automatic temperature control, heated seats, navigation system, parking sensors and a host of other “luxuries†left money for big, better brakes; a suitably stout suspension and superb rack and pinion steering. And then Theodore’s and his team headed into deeper, more difficult waters…

 

FoMoCo has a set of rules and requirements for new product development called, internally, “the cookbook". Follow all the rules, add the right ingredients, and you move one more notch up the corporate ladder. Of course, that’s not supposed to be the goal; it’s supposed to lead to attractive, high-quality, cost-effective cars. But the rules certainly make it difficult for managers like Theodore who don’t like to play “by the book.†More specifically, the cookbook dictated standards for rear seat legroom-- measurements that the short wheelbase Mustang simply couldn’t meet.

 

 

 

 

The Mustang’s project managers dithered for six months, trying to devise a way to meet the requirements: sufficient space for the stems of a 6’3†passenger. The seat supplier submitted design after design, but the theoretical passenger’s knees still went through the passenger in front. Management seriously considered adding six more inches to the wheelbase. When Theodore got word of the impasse, he resolved the entire crisis by simply reminding the team that they were making a Mustang, not a Town Car. By bucking the system and taking the heat from top brass, Theodore kept the Mustang program on track and on target.

 

The result is a Mustang with, effectively, no rear seat legroom. Obviously, Mustang owners don't care. If they did, they would have bought a Fusion. In fact, I’m sure there's a ten year old boy somewhere looking at a new Mustang and saying, "When I grow up, that's the car I want to drive!" Not “Where the Hell am I going to put my 6’3†twins?†Theodore also brought a similar focus to the Ford GT program, helping to create a budget supercar car that brought glory to both Ford and its country of origin.

 

 

 

 

So what happened to Theodore? Promoted, given new projects, made a product spokesman like GM's Bob Lutz? Theodore was, as they say, “eased out." Making great cars, even making great cars that make money, are not qualifications for longevity in Ford's corporate community. Break the rules and you're out the door.

 

While there’s no question that Ford is struggling under the burden of its fixed costs, creating new cars that people can't resist is still the name of the game. The Mustang’s success is a reminder that Ford has the ability to do just that-- if only they had the will. Put another way, if Ford could encourage and reward talented car guys like Theodore, they wouldn’t have to offer customers an average of $3k off a new model. Back of the envelope? Ditch the discounts and instead of last year's two billion dollar loss, Ford could have made a billion bucks. Bottom line? Business isn't risky. People are.

[Evil95GT]

Maybe they're just popular in certain areas? I'm not trying to be a smartass at all, but we have TWO large dealerships locally. One has a huge stockpile of Mustangs (both GTs and V6s) and the other has the same 5 cars it had three months ago. Could be that the economy is suffering here, but it seems these cars are always sitting in the same place every time I drive by. I've even caught them rotating their stock at night to make it LOOK as though they sold a few. :shrug:

[captamrica]

20 April 2006

By Bob Elton

In fact, I’m sure there's a ten year old boy somewhere looking at a new Mustang and saying, "When I grow up, that's the car I want to drive!" Not “Where the Hell am I going to put my 6’3†twins?†Bottom line? Business isn't risky. People are.

 

Ten year old boy hell, my six year old Daughter wants one. "Daddy when I get old enough to drive, I going to get a horsey car (Mustang). Okay?" "I think they are cool" She has been saying that since she was five, she called it a Mutang back then. I told her it was a pony car but she mixes it up a little now and then and calls it a horsey car. Thats my Girl!!

 

The redesign even led to my wife (Diehard Camaro fan) wanting one. This even after I sold her 87 Camaro while she was in the hospital recovering from the birth of our Daughter. Thats still a sore spot (jokingly) with us. She went into the hospital with an 87 Camaro and while recovering from general anesthesia (after a complication during child birth) I had her sign the title, and came out to a 93 Explorer. Good thing though, it snowed 6.5 inches the day she was released. No problems getting Mom and Daughter home that day. :D

[silvrsvt]

Nice article, but since when is the Fusion "piling up on the lots?"

[06StangAwesomecar]

Nice article, but since when is the Fusion "piling up on the lots?"

I thought the same thing, I think Ford is paying the media to keep the numbers down, I see them everywhere(Milan, Fusion, Zephar). Then they can complain and say North American profits are down.

And get more people against the auto workers, since it is our fault cars cost so much.

[mhopfenzitz]

I thought the same thing, I think Ford is paying the media to keep the numbers down, I see them everywhere(Milan, Fusion, Zephar). Then they can complain and say North American profits are down.

And get more people against the auto workers, since it is our fault cars cost so much.

 

Maybe I'm not paying close enough attention, but I am pretty sure I have never seen a fusion, zephar,or milan

on the road.

I live around st. louis

[captamrica]

Maybe I'm not paying close enough attention, but I am pretty sure I have never seen a fusion, zephar,or milan

on the road.

I live around st. louis

 

I see one every now and then. That grill is kind of hard to miss. CHROME!!!!

Edited May 1, 2006 by Captamrica

[IPITYDAFOOL]

I see one every now and then. That grill is kind of hard to miss. CHROME!!!!

In Metropolis this is the ratio. 1 fusion per 12000 cars seen. 2 zephyrs per 12000 cars seen 4 ford 500 for every 12000 cars seen 0.4 milans seen per 12000. 10 old taurses seen per 12000. Metropolis has over 8 millon people. Finding someone with one of these new cars is a Harry potter adventure for u to take for yurself, get the family involved and tell them to count. Dont count your boses or yur co workers

[atomcat68]

You can spot a Zephry a mile away too. It's much nicer looking in person.

[Jazzhead]

I'm seeing lots of Fusions and Zephyrs at this point. (The Milan's the rara avis) The Zephyr fascinates me how it can be so similar, and let look so different, than the Fusion/Milan. I shadowed a black one for about 30 miles today on the Pennsy turnpike.

[Heywood]

The Ford dealership near me has a bit of a stock of V6 Mustangs. All his V8 models were already sold. They're also selling lots of Fusions.

 

The dealership where I bought my Lincoln LS sells quite a few Zephyrs according to my sales guy. I'm seeing more of them each week in my area. A good sign!

 

The above article mentions that many of the "luxury features" were removed in the Mustang. Question: Should Mercury Division produce a "Cougar" version of the Mustang, much like it did back in the 1960s? This "Cougar" could have the luxury features as well as the good styling and power present in the current Mustang.

[silvrsvt]

More fuel for the Fusion fire...they just sold 12K units last month and a total of 19ishK CD3 Cars this past month.