Could Ford make premium brand cars?
Discussion
Sat in traffic looking at an '08 previous-generation Fiesta, I couldn't help but imagine how good it must be to drive. I also knew I would never own one, as it's too..... undiscerning. It lacks attention to detail. It was the higgled piggeldy rear lights that really irked me - they clearly had not really been thought about. Before production someone said "those lights don't line up very nicely" and the other guy said "doesn't matter, won't stop most people buying it", so the first guy said "yeah good point, okay let's sell this mother".
Which is fine, Fiesta buyers aren't that discerning and won't care. But it'll still never appeal to aspirational/engineering types. (I'd say the Ka has far more appeal)
So I wondered whether Ford with its excellent chassis', styling, and general car making expertise, could polish all the details a bit shinier and sell a premium brand sharing its existing chassis'? Think about it - a new brand, premium, with class-leading chassis, good engines, decent reliability but far, far better quality inside & out, and without the stigma attached to a bargain fleet/rental car. I know that they have Volvo but, really, how many people aspire to own a Volvo?? Their image is no better than Ford's.
If it sounds unlikely then remember everyone loves Audis. And yet they all know they're mostly just VWs. VWs are highly regarded cars, and I think there's nothing wrong in spending an extra £2k to get yourself a plusher, upmarket version of a VW. Could work for Ford?
Which is fine, Fiesta buyers aren't that discerning and won't care. But it'll still never appeal to aspirational/engineering types. (I'd say the Ka has far more appeal)
So I wondered whether Ford with its excellent chassis', styling, and general car making expertise, could polish all the details a bit shinier and sell a premium brand sharing its existing chassis'? Think about it - a new brand, premium, with class-leading chassis, good engines, decent reliability but far, far better quality inside & out, and without the stigma attached to a bargain fleet/rental car. I know that they have Volvo but, really, how many people aspire to own a Volvo?? Their image is no better than Ford's.
If it sounds unlikely then remember everyone loves Audis. And yet they all know they're mostly just VWs. VWs are highly regarded cars, and I think there's nothing wrong in spending an extra £2k to get yourself a plusher, upmarket version of a VW. Could work for Ford?
It really does not matter how good it is, how plush it is, how much 'better' it is than an Audi/BMW/Mercedes etc, it will always be a blue badge on a Henry Ford car.
As you wrote, people buy plush cars with perception and brand imaging in mind. I seriously doubt that many would spend £40-£60k on a Ford car. It's akin to Mr Byrite turning up at a Gieves and Hawkes soiree. Would you?
I think it would be business suicide for them to even think of it.
As you wrote, people buy plush cars with perception and brand imaging in mind. I seriously doubt that many would spend £40-£60k on a Ford car. It's akin to Mr Byrite turning up at a Gieves and Hawkes soiree. Would you?
I think it would be business suicide for them to even think of it.
The big problem with Ford is that they did design some pretty good stuff for Jaguar etc - but then ruined the cars by sticking in switchgear from their cheap cars.
I know they finally managed to get that right with the 2004-onwards S-type, but even the final facelift of the X-Type got huge amounts of old Mondeo interior kit.
Strangely, they've managed to avoid doing the same with Volvo.
The current S80 is a stunning car.
I know they finally managed to get that right with the 2004-onwards S-type, but even the final facelift of the X-Type got huge amounts of old Mondeo interior kit.
Strangely, they've managed to avoid doing the same with Volvo.
The current S80 is a stunning car.
TVR Moneypit said:
chimera40 said:
Yip, know that they don't own Jag and Aston now, just pointing out that they have already tried that one and still managed to feck it up, change of hands and look at these two brands now.
Something wrong at the top I think.
Something wrong at the top I think.
Jaguar and Aston Martin both went from strength to strength under Fords stewardship.
, thats the point I am making, Ford sold them off and they both went through the roof agian, fords touch seems to be poison.chimera40 said:
TVR Moneypit said:
chimera40 said:
Yip, know that they don't own Jag and Aston now, just pointing out that they have already tried that one and still managed to feck it up, change of hands and look at these two brands now.
Something wrong at the top I think.
Something wrong at the top I think.
Jaguar and Aston Martin both went from strength to strength under Fords stewardship.
, thats the point I am making, Ford sold them off and they both went through the roof agian, fords touch seems to be poison.chimera40 said:
TVR Moneypit said:
chimera40 said:
Yip, know that they don't own Jag and Aston now, just pointing out that they have already tried that one and still managed to feck it up, change of hands and look at these two brands now.
Something wrong at the top I think.
Something wrong at the top I think.
Jaguar and Aston Martin both went from strength to strength under Fords stewardship.
, thats the point I am making, Ford sold them off and they both went through the roof agian, fords touch seems to be poison.
t. Go do some research, jag didnt do particularly well but astons resurgence from bankruptcy to a ferrari challenger is 100% down to fords stewardship. chimera40 said:
TVR Moneypit said:
chimera40 said:
Yip, know that they don't own Jag and Aston now, just pointing out that they have already tried that one and still managed to feck it up, change of hands and look at these two brands now.
Something wrong at the top I think.
Something wrong at the top I think.
Jaguar and Aston Martin both went from strength to strength under Fords stewardship.
, thats the point I am making, Ford sold them off and they both went through the roof agian, fords touch seems to be poison.
chimera40 said:
Doh, think I need to go to bed, just read again and we do disagree a bit. Ford did improve the cars a lot but its really only since changing ownership that the brands have started to take off again. May have been something to do with dropping the fords parts bin
Eh?You do realise that both AM and Jaguar are now launching cars designed under Ford ownership, don't you?
chimera40 said:
Oops, getting flamed big time and deservedly, but the parts bin cars did hurt the marksMARQUES a lot. Point of the topic though is still valid, ford have tried the approach of Brand improvement and have for whatever reason pulled out to a great degree and went back to core.
Please do some research, Ford pulled out as they have massive financial problems, these stem from falling sales and massive overheads . . . just like Chrysler, Chevrolet etc, bugger all to do with where the indicator stalk in a DB9 came from!. The use of Ford parts didnt hurt Aston as the cars they were previously making also used other peoples parts, Aston still use Ford & Volvo parts including the Ford V6 derived V12!
Have a read of the wikipedia entry for Aston, it may help your understanding http://en.wikipedia.org/wiki/Aston_Martin
Edited by AndrewW-G on Sunday 2nd August 22:53
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