Could Ford’s newly announced “world car” point the way forward for the automotive industry?
From the Germanic efficiency of Volkswagen, the Gallic chic of Renault and the proudly conspicuous consumption of a North American SUV, the automotive industry has long been bound up with ideas of national identity.
But with some of the biggest and most iconic brands on the planet foundering, and China officially confirmed this month as the world’s biggest manufacturer and exporter of cars, the much-loved marketing notion of the car as national icon may be running out of road.
An intriguing indicator of which way the wind of automotive change is blowing is Ford’s unveiling at this week’s Detroit motor show, of what has been billed as it’s first “world car”: a new version of the Ford Focus that will be sold in Europe, the US, Africa and Asia. Arguing that global automotive tastes are converging, and that efficiency and cost-effectiveness are more universally important to today’s customers than any other factor, Ford’s chief executive Alan Mulally, believes that the move could double annual sales of the popular family car, and point the way forward for the beleaguered US automotive sector.
Homogenisation of the global car industry can, of course, only be taken so far. Ultimately, automotive brands have to differentiate to some degree to survive. But Ford’s announcement is nevertheless an interesting sign of the times and a pointer for the way the industry might shakeout in the longer term.
Isn’t that what they said about the Mondeo in 1993, hence the name?
Has this come round again already? The car industry goes in cycles – world car then personalisation, then world car.
I remember the rationalisation when they decided to create four platforms for all vehicles. It is a simple sign that money is tight and it is cheaper than making different versions for different countries.
Then they’ll find it doesn’t sell as well as one more in tune with its market and we’ll be off again.
What they really mean to say – but the unions won’t let them – is that they plan to make all the important bits in China and simply assemble locally, but the Chinese can’t handle differentiation for different markets.
The Focus was already classed as Fords ‘World Car’ internally.
Thats why they rally the Focus, as the Fiesta would have been a better platform, but it was not sold worldwide.
The main issue is that of differing world regulations, these mean that differing cars will always have to be made for these markets.
How many car manufacturers will fit expensive emissions control equipment to vehicles destined for countries with much lower standards, or fit expensive options for countries who do not demand or expect them. No vehicle manufacturer will fit any equipment unless it is necessary, particularly where it will raise the prices of their vehicles above that of the competition, they will simply lose sales, and even more money.
How come it is so hard for Ford to create a world car? The Japanese have been making world cars for many years!