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What are some of the benefits Ford has achieved through reorganizing its product line? What are some examples of Ford’s product line extensions? What are some examples of Ford’s product line contractions
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Case study Chapter 10
Ford Motor Co.
One Ford; one Big turnaround
In 2006, as the United States was nearing one of the worst
economic recessions in its history, Ford Motor Co. was best
known for big brawny pickups, gas-guzzling SUVs, and the
all-American Mustang. That year, Ford posted a $12.6 billion
loss. In 2007, it posted a $2.7 billion loss, and U.S. and global
economies dove into a three-year recession. During that re-
cession, Ford’s major U.S. competitors (General Motors and
Chrysler) suffered such losses that the U.S. government gave
them massive bailout loans and both companies filed for
bankruptcy. Ford, however, executed a series of key strategic
maneuvers, asset divestitures, cost-cutting initiatives, and
layoffs to weather the storm without bailouts. The result is a
very different company and brand.
A major part of Ford’s strategy involved significant
changes in the products it had to offer. For years all the
Detroit automakers had largely ignored the market for
small cars, but the oil shock of 2008, increased regulatory
pressure, and changing consumer demand made it clear
that the focus had to change. Understanding the shift in
consumer demand when he became CEO in 2006, Alan
Mullaly started a massive consolidation of Ford’s product
lines. One of Mullaly’s goals was to have a stable of prod-
ucts clearly defined for each market segment around the
world—small, medium, and large cars, utilities, and trucks.
Mullaly set a goal for Ford: reduce the existing 97 name-
plates in its portfolio to between 25 and 30 nameplates
by 2013.
Mullaly began by selling off many of Ford’s non-
core brands, including Aston Martin in 2007, Jaguar and
Land Rover in 2008, Volvo in 2010, and Mercury in 2011.
Divesting noncore brands allowed Ford to focus on re-
charging the Ford brand and making it great. For example,
Mullaly discovered that the once-popular Taurus model
had been discontinued because a weak design had not
been well received. Mullaly then asked his design team,
“How many billions of dollars does it cost to build brand
loyalty around a name?” Because the Ford Taurus name
had great brand loyalty and name recognition, Mullaly im-
mediately brought the Taurus back and set about reviving the
brand name with a new, cooler design, rather than lose the
valuable brand equity.
Along with changing the Taurus, Ford revamped the
Fusion and Focus lines and reintroduced the Fiesta from
global markets. The changes have reaped awards: Ford’s
revamping of the Ford Fusion resulted in the mid-size
sedan being selected as the 2010 Motor Trend Car of the
Year. The new Fiesta was ranked number one by U.S. News
Rankings and Reviews in the affordable small car category
at the beginning of 2011.
One way that Ford has been able to quickly bring
about success is by building different models with the
same or similar excellent components all over the world.
The Focus and Fiesta lines use a single platform for each
worldwide market. Ford will still offer five Focus variants
based on that one platform—four-door, hatchback, SUV,
minivan, and commercial vehicle. The cost savings allow
Ford to produce hybrid and electric models more afford-
ably. In fact, the Ford Focus Electric, released in 2012, is one
of five electric vehicles that Ford intends to release over
the next two years. Ford is also exploring alternative fuels
such as hydrogen and increasing the efficiency of existing
gas and diesel engines.
But a vehicle is more than its engine, and Ford un-
derstands that the entire consumer experience is what
builds loyalty. Ford engineers invest great care and cre-
ativity in the design and safety features of their vehicles.
For example, the integrated tailgate step and assist bar on
Ford F-series trucks make it easier to climb into the truck
bed. Ford’s curve control technology in the Ford Explorer
can automatically reduce the vehicle’s speed by 10 mph
in one second if it senses the driver is taking a curve too
recklessly.
Now that the economy is showing signs of growth
(though very slow growth), Mullaly is confident that Ford
CASE STUDIES 1
will continue to produce solid profits and even improve on
its performance from the past year. And he believes in the
new product strategy: “You make less money on smaller
cars, but we can make a return,” he says. This will certainly
be key to Ford’s continued success.
Sources: Matthew Dolan, “New, Lighter Ford Explorer Boosts Mileage,” Wall Street Journal, July 19, 2010,
http://online.wsj.com/article/SB10001424052748704196404575375553077856116.html (Accessed
November 8, 2012); Joseph B. White, “Detroit’s Woes Make for Better, Smaller Cars,” Wall Street Journal,
January 19, 2011, http://online.wsj.com/article/SB10001424052748703954004576090061509442764
.html (Accessed November 8, 2012); Lauren Abdel-Razzaq and David Phillips, “Mercury Rolls into History
with Build of Final Grand Marquis,” Autoweek.com, January 4, 2011, www.autoweek.com/article/20110104
/cArNeWS/110109982 (Accessed November 8, 2012); Lou Ann Hammond, “How Ford Did It,” CNNMoney,
January 13, 2011, http://money.cnn.com/2011/01/12/autos/Bill-Ford-Alan-Mulally-carmaker.fortune
/index.htm (Accessed November 8, 2012); Alex Taylor III, “Fixing up Ford,” Fortune, May 25, 2009, 44–51;
Kaveri Niththyananthan, “Ford CEO Expects ‘Solid Profit’,” Wall Street Journal, September 27, 2010, http://
online.wsj.com/article/SB10001424052748704654004575517523508773954.html (Accessed November 8,
2012); Jeff Bennett, “Ford Picks Battery Supplier for Electric Focus,” Wall Street Journal, July 13, 2010, http://
online.wsj.com/article/SB10001424052748704518904575365253704759106.html (Accessed November 8,
2012).
Q u e s t i o n s
1. What are some of the benefits Ford has achieved
through reorganizing its product line?
2. What are some examples of Ford’s product line
extensions?
3. What are some examples of Ford’s product line
contractions?
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