Ford Executive Vice President Mark Fields today took questions from journalists at the company’s Centennial T Party regarding the future of Ford and its products. We’ve put together some highlights from the Q&A session.
Q: How are you working to change perceptions at Ford?
A: We are working on vehicles for the marketplace that continue to represent great value, great technology, and more smart features. That’s the way to change perceptions.
We have changed our marketing approach. We’ve launched our “drive one” campaign and it’s really built on four pillars: Quality, Safety, Smart, and Sync and we are really focusing our campaign.
Q: Is your market approach becoming more segmented as opposed to mass market?
A: It’s a culmination of utilizing new media, like the Internet, direct marketing, event marketing, those type of things to really get the message out to where the people are.
Q: What do you expect on Thursday?
A: Well, we are announcing our earnings on Thursday, so expect to hear about our earnings. We are going to talk about how we are accelerating our transformation.
Q: How is July shaping up?
A: July is continuing the trend we are seeing in terms of the market being slower than last year. We are continuing to see the segment shifts. As you know the month isn’t over till the last day of the month, but clearly, we are continuing to see a weakness in the marketplace.
Q: How about this Thursday? (When second quarter earnings are reported)
A: We’ve made a lot of progress as a company over the last couple of years, in a lot of different areas: quality, cost structure, products introduced into the marketplace and we will have more on Thursday. I’m not going to get into any more of it but we will clearly talk about our plans going forward.
Q: Any more European products in the works?
A: We’ll talk more on Thursday.
Q: Why is Mercury a brand worth saving?
A: Mercury attracts a very different customer for us that may not be attracted to the Ford brand, and from that standpoint, we have a large owner base of Mercury buyers and it’s an important part of our lineup.
Q: You haven’t made any of your financial targets this decade. Given that track record, on Thursday, when you tell them of your plans, what will you tell them you’ve accomplished?
A: I think we tell them what we have told folks over the last couple of years: We have met or exceeded our plans that we have laid out in terms of our financial target. We will talk more on Thursday about where we are heading, but we’ve met a lot of our goals that we set out to about two-and-a-half years ago, around quality, and our cost structure.
We are on target for our $5 billion of operating cost reductions, we have met our commitment about products introduced into the marketplace, we are on target for our 70 percent refreshing of products by the end of this year and 100 percent by 2010, so we’ve hit a lot of those targets. We’ll talk more on Thursday and give you a little more flavor of how we’ve ended up in the second quarter.
[Mr. Fields also said to expect an annual volume of 500,000 Ecoboost engines in North America over the next four years and about 750,000 globally.]
Compiled by Mark Elias.



07/22, 2:53 PM
posted by:
RaineMan
Q: Why do the Ford cars sold in the USA continue to be at least one generation in development behind the ones sold in Europe or Austrailia? Are American car buyers just not worth your time, or do you think that F-150 will be able to keep your company afloat forever?
07/22, 3:00 PM
posted by:
tripleonefive
“Mercury attracts a very different customer” Huh? The Mercury cars are the same as the Ford cars. The Mercury’s have different fronts and backs and the interior on the Mercury has that fake aluminum. Ford needs to import the Euro Fords here and sell them as Mercury’s otherwise they need to Oldsmobile them
LOL
07/22, 3:06 PM
posted by:
RaineMan
The problem with importing euro cars and rebadging them as Mercs is that the Euro is very strong against the dollar right now… so couple that with import taxes and the cost to just get them over here… there goes any of your profit. Saturn is learning that right now.
07/22, 3:12 PM
posted by:
ihustle
Theres been no market in the past for “Euro” cars in the Us. The “Euro” Focus is very attractive and i agree it’s better then then america version. The same crowd that is into WRX’s, evos, etc is what those “Euro” versions would be appealing. While there is a high demand in Europe for those types of vehicles, america hasn’t gone there yet. How many women you see driving WRX’s????Not many at all. How many of these rally cars are really sold in america? Not many. Ive never heard of one of those cars being a best seller, ever! While the “Euro” Versions are very attractive, and perform better. The American market is totally different. From a financial stand point you need to market, your market correctly. Obviously with the new “american” focus they made the right decision. It is #1 in small size domestic sedan sales, so far this year.
07/22, 3:17 PM
posted by:
beatusmongous
Honestly, if the Euro Focus was available at the same price as the NA Focus, Ford wouldn’t be able to make them fast enough. They are judging a market by the import offerings, which are pricey compared to what they would give us.
07/22, 3:21 PM
posted by:
howsmydriving
Q. Why is Ford so adept at not giving enthusiasts what they want?
Q. Why does the Camaro always have more horsepower than the Mustang?
Q. Why is Escort so ugly?
Q. How much longer will Mercury be on life support?
Q. Why did you run Taurus into the ground?
Q. Isn’t it irresponsible for a corporation to give so much authority to somebody as young as you?
Q. Why do you give your vehicles stupid names (Fiesta) or names that do not fit the product (Flex)?
07/22, 3:29 PM
posted by:
howsmydriving
Q. Why did you make Henry Ford roll over in his grave by purchasing Volvo?
Q. When the time was right, why didn’t you make a Jaguar SUV to compete with Cayenne?
Q. Why will you always play second fiddle to GM?
07/22, 3:29 PM
posted by:
RaineMan
Just because the top-of-the-line euro focus is a rally car doesn’t mean the baseline euro focus is. Last time I checked the Lancer was selling just fine. The only reason that Focus is #1 in DOMESTIC sales is b/c the baseline Cobalt is a joke and the Calibur isn’t even a sedan! Is that really who Ford should be trying to compete with… two other failing US car companies? You can’t judge things by just how they do against cars that are made my companies whose home offices are in the same city anymore… it’s a GLOBAL marketplace. Very few people today are going to walk in and buy a Ford just b/c it is a Ford.
07/22, 3:31 PM
posted by:
inline6
Sorry ihustle,
The Cobalt is more than 8,000 units ahead of the Focus for the model year through June. It is the best-selling domestic compact sedan. Of course, there are only two…itself and the Focus.
07/22, 3:37 PM
posted by:
ihustle
The camaro may have more horsepower, but if there so great, why do they discontinue them???????? Do you know the mustang has out sold the Camaro every year the Camaro has been in production? So i guess that leaves ford laughing all the way to the bank. Lets race a shelby gt 500 vs a camaro. Or Lets race a corvette vs the ford gt. Who wins, ford. The Euro focus isnt here, because the Euro focus wouldnt sell. THATS WHY ITS THE EURO FOCUS!!! Where is the escort by the way???? Its not still in production, so another irrelavant statement. Every brand has had its winners and losers. Ohhh and the cruze and volt is better? I feel like you came up with insignificant anwsers, to every statement i made. You made fun of names. You pointed out a car that is not in production anymore . Produce a car for the enthusiasts???? Why so they can lose money. The new focus appeals the masses, a euro focus has “select” group of buyers in the US. Say something relevant. I agree they should get ride of Mercury, there definately over-kill. Gm should get rid of GMC because they dont have 1 vehicle thats worth wild.
07/22, 3:39 PM
posted by:
ihustle
I made a statement that ford is leading the way for the big 3, i never said they were the best car company. They have more worth-wild vehicles, then both chrysler, and GM. Before you comment lets check out previous posts, so you know exactly what your commenting on.
07/22, 3:41 PM
posted by:
HemiRoadRunner
Q: Why does Goofy talk and wear clothes while Pluto barks naked?
Q: If a rabbit’s foot was actually lucky, wouldn’t it still be attached to the rabbit’s leg?
Q: How do hearing aid companies expect potential customers to hear their commercials?
Q: When your pet bird sees you reading the newspaper, does he wonder why you’re just sitting there, staring at carpeting?
Q: How do you know when its time to tune your bagpipes?
Q: Why is abbreviation such a long word?
Q: If I dreamed of being chased by a giant squirrel would that make me a nut?
Q: If a cannibal ate a clown, would it taste funny?
Q: When cheese gets it’s picture taken, what does it say?
07/22, 3:45 PM
posted by:
RaineMan
The Euro Focus wouldn’t sell? Funny.. I know a lot of enthusiasts that would love the Euro Focus. Just b/c we “tuners” like small 4-cyl cars doesn’t mean we want slow 4-cyl cars. I’ve seen the current Focus… there is only room for improvement… unless the only thing you care about is being able to talk to your car and have it play a certain song on the radio. Go for it Michael Knight… we’ll even get you a black one with the little red LEDs in the grille.
07/22, 3:49 PM
posted by:
chester
Q: Why is there braille on a drive thru ATM?!?!?!?
07/22, 3:51 PM
posted by:
ihustle
Do you know 200,000 enthusiast? Because if you dont it probably won’t matter to ford. ‘Raineman’ i agree with you the euro focus is f*cking sweet. The current focus appeals to the masses. Do you see the Euro focus being driven by mothers, or old men. I dont. I see it being driven by young guys that are looking for performance. That is not the masses. Ford is looking at the big picture, and marketing cars to the majority of americans.
07/22, 3:51 PM
posted by:
RaineMan
A: B/c the keypads on a drive-through and walk-up ATM are the exact same… to save money.
Q: Why are there handicapped parking spaces at a rollerskating rink?
07/22, 4:18 PM
posted by:
xyunya
ihustle, in Europe Focus is driven by mothers, young and old, and even older man. Of course to see that you need to got o Europe. 70% of Fords in Europe are diesel powered and 95% of them are aimed and appealing to the wallet. Just like in US it is rather Walmart, Kmart brand, not Macy/Bloomies class. In Fords desperation, they dragged Volvo brand to the same level.
Basically the whole Q&A is the same blah-blah-blah: for years Ford is being re-engineered and returning to some values, which it cant find out. The new plan will predict bleeding money and more bleeding money. If you think I am wrong – put your money where your mouth is and buy its stock. The stock is 65% of what it was a year ago. I ma betting opposite direction, juts like I do with GM.
07/22, 4:33 PM
posted by:
TomF
Why does Radio Shack ask for your home address when you buy batteries?
07/22, 4:33 PM
posted by:
ihustle
*Xyunya* How many mothers are driving wrx’s, or impreza’s in the us? your point is invalid and false. Not one major brand has posted a profit, and everyones stock is down. If your trying to bash ford your doing a poor job of it. These comments are also coming for someone who constantly bashes everything and everyone. I claim my brand, you claim nothing. I can take the ridicule something you cant. You guys think your the first people to think of bringing the euro focus here. They’ve thought of it, ford appeals to the masses. the euro focus would be a select group of buyers. Makes no sense. I have money in Fords stock, so i guess my money talks then.. GM is worse off then ford right now. The own 12 losing company companys. So any car that does well for them will always be off-set by there overwhelming # of vehicles that arent selling.
07/22, 4:38 PM
posted by:
jumpoffit
Q: If one doctor doctors another doctor does the doctor who doctors the doctor doctor the doctor the way the doctor he is doctoring doctors? or does the doctor doctor the way the doctor who doctors doctors?
Q: What does Geronimo scream when he jumps out of a plane?
Q: Why is it that when you’re driving and looking for an address, you turn the radio volume down?
Q: Why are there floation devices under plane seats instead of parachutes?
Q: Have you ever imagined a world with no hypothetical situations?
Q: If olive oil comes from olives, where does baby oil come from?
07/22, 4:42 PM
posted by:
jumpoffit
i’m still waiting for my Aussie Ford Falcon ihustle- i could careless about the Euro Focus
07/22, 4:47 PM
posted by:
xyunya
ihustle, why don’t you sell more cars? There would be no need for Q&A if you would do a better job.
BTW, Honda stock is up. Toyota stock is less down then Ford, much less. Renault/Nissan isn’t doing that bad either. BMW is up. Do I need to torment you more? There are automotive companies who could not possibly screw up as bad as Ford. This is an achievement for Guinness Book of world records (I think I spelled it like beer, I love Guinness beer)
07/22, 4:47 PM
posted by:
ihustle
The falcon is F8cking sweet, i think it’ll make a 2011 debut. I was at a Ford national sales function a month ago, that was one of the topics of discussion.
07/22, 5:04 PM
posted by:
beatusmongous
Not offering the Euro Focus in NA is like saying to a girl that she can’t buy the black car because she’s not a guy. I believe the Focus is selling like crazy because of gas prices, but if the Euro Focus were actually here instead of the NA Focus, they would probably sell even more. And wouldn’t it be cheaper for them to make one version instead of two? Yeah, the Focus is selling, but if the Euro Focus were here instead, it would probably sell even better. But to not have it here is basically telling us that we don’t matter as much as the Europeans. And with better gas mileage than the US version, it doesn’t make sense at all. Saying that we won’t buy it is telling us that we can’t have the black car because we just aren’t the “type”. I, for one, feel they are wrong in that regard.
07/22, 5:07 PM
posted by:
beatusmongous
Oh, I forgot some questions:
Q: Why is it, when a door is open it’s ajar, but when a jar is open, it’s not a door?
Q: Why don’t they just make mouse-flavored cat food?
Q: What would happen if you photocopied a mirror?
07/22, 8:29 PM
posted by:
howsmydriving
Q: How are you working to change perceptions at Ford?
A: Nothing — perceptions are so low there’s nowhere to go but up.
Q: Is your market approach becoming more segmented as opposed to mass market?
A: When you say “market,” you mean like Safeway or A&P?
Q: What do you expect on Thursday?
A: I expect to be shot!
Q: How is July shaping up?
A: It sucks but so do we.
Q: How about this Thursday? (When second quarter earnings are reported)
A: If you own a lot of Ford stock, plan to jump off a tall building.
Q: Any more European products in the works?
A: Heh heh, you’re a funny guy!
Q: Why is Mercury a brand worth saving?
A: Because the name Mercury is associated with marine engines.
Q: You haven’t made any of your financial targets this decade. Given that track record, on Thursday, when you tell them of your plans, what will you tell them you’ve accomplished?
A. That we sat on our asses and accomplished diddly squat.
07/22, 11:36 PM
posted by:
The Stig
Q: Why do you still have a job?
07/23, 7:15 AM
posted by:
JohnnyBlazE
The euro focus appeals to the masses here in the UK…
I’m sure if it replaced the current US focus at a similar price it would appeal to the masses here…
The base models are no performance kings and with a 65mpg ECOnetic model around I can’t see any reason for complaints.
Then we of course have the ST and the RS soon so the Euro Focus covers all ends of the scale…
In 2007 the euro Focus was the best selling car in the UK (that’s NINE YEARS in a row!) and the third best selling in Europe.
In November 2007, the BBC reported Sheffield University survey data as showing that 40% of UK families owned two cars, and one was ‘likely to be a Focus’
07/23, 7:42 AM
posted by:
DeansterTJ
Q: Why are you such a fag?
A: No comment
07/23, 8:20 AM
posted by:
ihustle
*Beat* If only 10% of the ‘enthusiasts’ are interested. It is not worth it for ford for 10%. They look at the majority. Being 75% and above. Whats funny is you guys think your the first people to actually come up with the idea of bringing the Euro focus here. Were talking about a multi-billion dollar company here, they’ve thought of it. Its not here because it does not apeal to main stage. Fords not looking for impreza #’s, there looking for Civic #’s.
*Hows my driving* Why do you ask your self questions? Kind of wierd, witty in a childish way. Hey thats your thing HAHA. SO tell me one stock that goes up tommrow? Again invalid points, while you point out Ford, the whole automobile industry are facing tough times together because of the slumping economy. Ford is by far not in last. Way ahead of GM and Chrysler. Thank god Ford doesnt own 12 companys like GM. Or they’d be in worse shape. Imagine owning 12 companys and losing money on every single one of them.
07/23, 9:57 AM
posted by:
HemiRoadRunner
Q: How much wood could a woodchuck chuck, if a wood chuck could chuck would?
Q: Sean Fitzpatrick, but does Patrick fit Sean?
Q: If you’re driving the speed of light and turn your headlights on, what happens?
Q: If Jimmy cracks corn, and I don’t care, then who does?
Q: If a cannibal is late to a dinner party, does he get the cold shoulder?
07/23, 10:27 AM
posted by:
tripleonefive
Q: If a cannibal goes on a diet does he/she eat midgets?
07/23, 12:58 PM
posted by:
jumpoffit
Q: Do midgets make up HALF of the worlds population?
07/23, 4:28 PM
posted by:
beatusmongous
I believe that the 10% would buy the Euro version over the NA, and the other 75% wouldn’t know the difference and would therefore buy it anyway. You’re talking 75%, and I’m talking 85%, not 10%. That’s the difference. I believe Ford chose 75% in error, because I really feel the enthusiasts would buy, AND the “others” would buy just the same.
07/24, 12:44 PM
posted by:
ihustle
*BEat* DO you work for ford? Last i checked your opinion gets the same attention as dog excretion on the side walk. Do you think they havent thought of that seriously???????????? Your right you have better ideas then a mukti billion dollar company. Stick to writing story its the only thing worth wild reading