AACHEN, Germany – Ford Europe needs to change consumers’ attitude to its brand, said the carmaker’s top executive in Germany.
Improving brand management now is a priority at Ford Germany, said CEO Bernhard Mattes.
“Our brand is well-known but people do not associate an unmistakable character with us. We need to change that,” Mattes told the German Motor Journalists Association’s annual congress.
Mattes said a new “dynamic and modern” design for Ford’s vehicles is the latest stage in the relaunch of the Ford brand in Europe.
Ford Europe will use the automaker’s globally shared technologies to offer more upscale features on its vehicles.
Mattes said safety and luxury features from the Ford-owned Jaguar and Volvo brands may be offered on Ford models.
“The task is no longer to provide mobility for the masses, but to democratize luxury and quality,” he said.