Despite being an American icon,Â in order to succeed and continue to grow, Ford needs to expand its reach in two key areas: China and Europe.Â (After all, the world is flat.)Â While Ford has been growing its Asian presence relatively quickly, they have been unable to expand at the same pace in Europe.
My guess is this is mostly because Europeans have the same misconceptions about Ford that Americans used to have: they produce low quality, gas guzzling, road-hoarding vehicles.
I’ll be the first to admit I’m an American car kind of guy – specifically Ford and Dodge – so I’m a bit biased.Â That being said, I think Ford can legitimately succeed in Europe.
In a great article in Motor Trend by Jake Holmes entitled To Win Over European Customers, Ford Will Highlight Vehicle Fuel Economy and Technology, Ford’s path to success is outlined
Ford currently holds just 7.5 percent of the German automotive market, whereas Volkswagen has cornered 20.8 percent of the market. To help woo European buyers into Ford showrooms, the Blue Oval will highlight the impressive fuel economy of its newest models. Sales people will be given Apple iPads filled with information on fuel-saving features of new Ford cars. In addition, the company plans to tout the fact that it builds vehicles and engines in Germany, employing about 29,000 German workers.
On top of those tenets, Ford will use technological prowess to win over drivers. Ford’s Sync connectivity system will launch in Germany in 2012, with electric and hybrid cars arriving in Europe the year after. Such systems are reportedly very important to European buyers, which partially explains why they may gravitate to Volkswagens with more tech features.
If Ford can improve its image among European customers, the company stands to improve sales as well as vehicle purchase prices. That would mean increased profits throughout the European market, assuming that buyers will be influenced by promises of fuel economy.
Seems like a pretty good plan to me!
What are your thoughts?Â Think Ford will ever be able to succeed in Europe?Â Leave a comment below and share this post using the buttons below!
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