US:Ford's new product aim: Edgy, green and safe - Ford Forums

Stacy94PGT · 11-29-2006, 06:09

Ford's new product aim: Edgy, green and safe

Bryce G. Hoffman / The Detroit News

Ford Motor Co. continued its morale-building sessions with employees and retirees at Cobo Arena for a second day Tuesday, outlining a new design strategy that promises more brand differentiation, better fuel economy and industry-leading safety for Ford, Lincoln and Mercury products.

The struggling automaker invited current and former workers to a sneak peak at the company's future product plans. But as The Detroit News first reported Tuesday, new vehicles were not the only thing on display. Ford is also using the rallies to outline a new design philosophy: Bolder Miles, Greener Miles and Safer Miles.

These are not the catchphrases of a new marketing blitz, but the pillars of a new product development framework, Ford executives told attendees. They point to a new emphasis on edgy design, a new focus on fuel economy and a new commitment to make all of Ford's products the safest in their class.

In practice, this will mean a broader rollout of existing safety technologies and the introduction of new ones. It will mean more hybrids and more flex-fuel vehicles that are capable of running on either gasoline or ethanol. And it will mean that each of Ford's brands gets a more distinctive look and feel.

"This is sort of a culture summit," said Jim Sanfilippo, a brand analyst with AMCI in Bloomfield Hills. "They've got to rebuild this company from the inside out. Starting with the employees is absolutely essential."

Employees who attended the events this week were required to sign confidentiality agreements. The press was barred from attending, but several Ford workers spoke to The News on the condition of anonymity.

Most were excited by what they saw and heard.

"Badge engineering is dead!" said Peter Horbury, Ford's North American design chief, drawing cheers from the crowd.

Badge engineering refers to making minor changes to a vehicle to sell it under several brands. An example is the new Ford Fusion and Lincoln Zephyr. Horbury said that while Fords and Lincolns will continue to be built on the same platforms, they will no longer share sheet metal.

To underscore his point, Horbury unveiled a number of new Lincolns that exemplify the marque's new look. There was Lincoln's new flagship, the MKS sedan, as well as freshened versions of the still new MKZ and MKX. But Horbury's vision was most evident in a new Lincoln "people mover" based on the Ford Fairlane concept unveiled at the 2005 Detroit auto show.

"(It) looks nothing at all like Fairlane -- more like a Lincoln version of the (Chrysler) Pacifica, if you will," said one employee. All of the new Lincolns share some common elements such as grilles and tail lights that will become key elements of the brand's new design language.

Michael Robinet, vice president of global vehicle forecasts for CSM Worldwide in Northville, said the emphasis on Lincoln makes sense.

"The luxury market is ultra-competitive," he said. "You had better be able to differentiate yourself in that market. If you're just an extension of your mass market brand, that's a problem."

Badge engineering may be dead at Lincoln, but it is still alive and well at Mercury. And it will remain so under Ford's new product strategy.

This point was underscored by the absence of new Mercury vehicles in Cobo, prompting some employees to ask if the brand has a future. Executives assured them it does. But instead of investing in radically different body styles or new powertrains, Mercury products will get more stylish interiors and flashier exteriors than the Ford vehicles they will be based on.

"It would be difficult to cost-effectively separate Mercury," Robinet said, adding that it would also be costly to kill the brand because of likely litigation from dealers. But he said there is room for a modest step up from the Ford brand.

Dealers will also get a peak under Ford's tent in the next few weeks as the automaker continues its effort to convince people that better products -- and better days -- are coming.

"Overall, I liked what I saw," one employee told The News. "Ford is swinging for the fence. Either we score, or we lose."