The countdown to the new Ford Falcon has come to the final 100 days – and no-one looks like being allowed to miss the car's arrival.
From bus advertisements to teaser campaigns on the Internet, Ford is pulling out all stops for the most important Falcon ever.
Now, Ford Australia president Geoff Polites has put his job on the line, claiming he will step down if the new Falcon, due in September, is not a success.
With its lowest market share in a decade, the new Falcon is a make-or-break model. So far this year, the Falcon has been outsold by the Holden Commodore almost two-to-one.
With the new model, codenamed Barra, Ford hopes to answer criticisms of the controversial AU series and claw back sales.
Asked whether the new car would turn Ford's hopes around, Polites said recently: "If it bloody well doesn't I'm looking for a job."
Did he believe the Holden Commodore had peaked? "I think so. I would expect post-Barra they will find it a lot harder. If they don't find it a lot harder I will be looking for a new job. I won't be pushed – I'll jump."
When asked if he was staking his job on the car Polites said he was joking. However, the former Sydney Ford dealer is betting the farm on the new model.
The company has taken the unprecedented decision of "drip-feeding" details of the new model on a monthly basis. Car companies usually keep a tight lid on information until the release date to maximise a model's impact – and to ensure to sales of the outgoing model are not affected.
Ford has so far revealed the next Falcon's colour palette, seats and rear suspension.
Polites defended the decision to release information to media: "There is some risk to this strategy but the benefits quite clearly outweigh the negatives. We have such a big story we want to make sure we get it out.
"There is an awful lot of expectation. This is all part of rebuilding the brand. This is the Ford Motor Company building a new car, so we've decided to do something different. We are deliberately being provocative and innovative."
Polites said he believed the Falcon name and the Ford brand are capable of a "rapid resurgence" and the success of the Falcon ute was proof that Ford could turn around quickly.
"There is nothing wrong with the Ford oval," he said.