Ford to cut platforms faster
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DETROIT -- Ford Motor Co. is accelerating its One Ford global business plan by cutting the number of its vehicle platforms ahead of schedule and by simplifying its global ad campaigns, said Jim Farley, Ford's global marketing boss.
Farley, 49, said the automaker is reducing its target for vehicle platforms worldwide to nine from 11 and is moving the target date to the end of 2013 from 2014.
Ford also is simplifying its advertising messages.
"For the last Focus, we had more than 20 ad campaigns around the globe," Farley told the Automotive News World Congress.
When the redesigned Focus was launched last year, Ford used only one. But that was "too simple," Farley said.
"We found the sweet spot is somewhere in the three to four range."
Farley declined to say which platforms Ford will drop. Ford officials couldn't immediately say how many platforms Ford uses.
The revised plan now calls for 85 percent of Ford's global sales volume by 2013 to be built on nine platforms: five global and four regional platforms. The 85 percent target is unchanged.
The five global platforms are: B, for the Ford Fiesta; C, for the Focus; C/D, for the Fusion; light truck, for the Ranger pickup sold outside the United States; and commercial vehicle, for the Transit van. The F-series pickup's platform is one of Ford's regional platforms.
Company: Ford Motor Co.
Main point: Ford is accelerating its One Ford global strategy in product development and advertising.
Quote: “What's right for Ford Motor Co. is to have a laser focus on one or two brands.”
You can reach Bradford Wernle at bwernle@crain.com.
