Electrification

Electrification–the word that might best describe what Ford has been up to over the last year or so. 

According to Bill Clay Ford, great-grandson to Ford founder Henry, electricity is the power of choice. In terms of choices, I like the choice of engines and power-trains but realistically, I want the power of choice in terms of a vehicle that will get accolades and sideways glances from 20- and 30-somethings when I pull up to grab a drink at 7-11 or drop off my kids at daycare.

This is what people want–a great-looking car that makes us look good. Keep in mind that we’re still going to do our research to ensure we’re getting something that has good value for the dollar, is a quality build without creaks and squeaks when we are driving on Winnipeg roads in -30°C, and will hold that value in the long-term. When it comes in a package that looks great, we are destined to hit the showroom for a test drive.

We all know that North American auto companies were in trouble just a few years ago. Now we hear of turnarounds and good times, but Ford seemed to always have a plan in mind–electrification. It did not take the bailout funds and it continued with business as usual as much as possible. 

For the company, it seems this meant revamping a vehicle line-up, reconfiguring manufacturing plants and putting in quality checks throughout its processes. It seems to have worked–and its timing could not have been better. 

Let’s start with Winnipeg Men’s recent tour of the newly opened Wayne, Michigan plant. Only a couple of years ago, this plant churned out

Expeditions and Navigators not quite as fast as consumers could buy them. Now, this same facility is manufacturing the new Ford Focus. The entire plant was re-fitted with the proper equipment, but more importantly to the current company and its future, the workflow, quality levels and manufacturing processes were adapted to keep up to what is required in today’s large-scale systems. 

Consumers today want to be able to order their car, their way, and have it delivered to the dealership they want, when they want. The new processes can deliver thousands of options of vehicles, from gas-powered to hybrid to plug-in hybrid to electric–never mind the options for interior colours, paint and others.

Now, let’s get back to electrification. Ford has made lots of information available to consumers about the fact that it wants to make electric and hybrid vehicles a major part of its future. It has made a good start with the all-new Global Ford Focus with an optional electric-powered system. 

I take electrification to mean something else–do consumers want to buy your vehicles because they look good, are dependable and hold their value? This is what I think “electrifies” people when they are out looking for something to replace their current vehicle, or are looking for that first “I own this car!” experience. If we buy a new car, we want to show it off and have people say, “Hey, what a great-looking car!” 

With all due respect, this has not necessarily been the case with North American autos over the past decade. The competition has moved into the market with cars that excite people, make them talk and get people “electrified.” Ford, at least, has taken note and made the appropriate changes in manufacturing and vehicle selection.

The all-new Ford Focus is built based on the Ford global platform that has been introduced with great applause from consumers and shareholders alike. As a C-segment vehicle, Ford’s expectations are to sell 200,000 vehicles built on this platform in North America per year, through 10 different vehicle offerings. 

Ford is starting with the Focus and, based on what I saw during our plant tour, it has an initial winner on its hands–well-built, great look and with a manufacturing process that pretty much eliminates the quality issues that plague other vehicle lines. The Focus will compete, handily, with the new Chevy Cruze, Honda Civic, Toyota Corolla and the Audi A3. Yes, I said it will compete with Audi for sales. For years, German vehicles have been known for design and quality as well as the expected performance, and Ford has set its sights squarely on the industry leaders. 

As consumers, we should be pleased. Why set your competition at a level that is not that of the leaders? The A3 has been well-reviewed and well-received, so why can’t the Focus compete? Early reports say that it can. 

While the influence of European designs and the quality improvements made in manufacturing will surely help, time will also tell. Ford is poised to take a run at making inroads on the domination that European–and mainly German–autos have made into these segments. You add the Focus to future vehicles such as the C-Max and the Vertrek concept vehicle shown at the Detroit Auto Show and the early success of the new Ford Explorer, and Ford has what I think is “electrification” moving forward on multiple fronts. Take a bow, Ford–you deserve it. 

Just keep in mind that nothing stands still. If you think, for a moment, that your competitors are going to sit at that red light in awe while you drive away with the awards and sales, think again–they are taking notice and are taking their position on the start line for a race that will only benefit us as consumers, as we have an amazing selection of high-quality vehicles to choose from. Thank you for being a North American manufacturer that has stood up and said, “Come and get us!” Well done, Ford!