Underneath the latest GM Death Watch, a kvetch of commentators are hashing-out an old argument: why doesn't Ford bring its Euro-Focus to America? As KatiePuckrik points out, the current U.S. – Euro exchange rate makes any such proposition a potential financial catastrophe. A $40k Focus? No way José (i.e. Ford's Mexican workers can relax). On the other hand, why not? Let's say Ford imports their vastly superior European subcompact and sell it for $20k, losing $20k per car. And let's imagine they sell 100k of them. So they'd lose, what, two billion dollars? You could make a case that it would be worth $2b to put Ford back on the map as the American purveyor of quality small cars. The consistency clockers amongst you will note that I'm suggesting a flag-planting strategy that I've condemned in GM's case re: the Saturn Astra. The crucial difference is that the Focus is a quintessential Ford, while the Astra is an Opel modified for a brand whose amorphousness rivals that of Cnidaria Scyphozoa. In any case, someone in Detroit needs to make some Bold Moves. But I guess that'll have to wait 'til bankruptcy brings in some new players. Meanwhile, happy birthday to a man with genuine backbone: Justin Berkowitz.
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To be fair, I think it was someone else who pointed out that the Euro to US dollar rate is high making Euro imports too dear.
However, I did omit one word from my post (Which I didn’t notice until 5 minutes ago!) which would have put a completely different spin on this argument.
“Now if Ford brought this car DESIGN to North America, they’d have a hit on their hands.”
Ford don’t need us europeans to build the car for them, just design them. If Ford can prove there is a market for this car (which there should be, it is a nice car), why can’t they bring the designs over and build it in North America? Using American suppliers for parts will help keep the costs in check. Visteon will be grateful for the extra work!
When your currency is plummeting, use markets which use that currency to protect yourself against currency fluctuations. I mean, that’s why the Japanese build cars for the American market in America, right……?
Lets just relax on this subject. Yes, Ford should have given us the 2nd gen Focus 3 years ago, then they would have had a competitive car for the last 3 years blah, blah, blah. Well, they didn’t. Get over it. They are not going to waste the time and energy now, when they are already designing the replacement that WILL come to us.
Instead of beating a dead horse over Ford’s bad decision, look forward to the 2011 model.
Oh, and when it does come with its high quality interior and higher price, don’t be a hypocrite and bitch that you won’t pay that much for a Focus and demand Ford put a $3000 rebate on it! Just buy the damn thing.
Katie is right, but FoMoCo would have to win “hearts and minds” to sway shoppers back to small cars — a massive propaganda advertising campaign. They would have to tout fuel efficiency and safety (“The New Focus has 20 airbags and a Newtronium Safety Cage”) to wean people from the SUV “zone”.
Robert: You’re being a little harsh on the Astra; every time I’ve considered buying a Mazda 3, I’ve been turned off by its “ancient” 2.3 motor and its “funky” looks; both of which Mazda (Ford) has been milking too long. The Astra (though ancient in its own fashion) is a fresher look than many of its competitors.
Building cars in Europe is expensive, that is why so many European companies build them here.
What is with the obsession with the Euro Focus? If you really want a hatch based on the C1 platform Ford will happily sell you a Mazda3. Ford maintains two platforms – a cheap Focus an a more driver oriented (and more expensive) Mazda3. Why would they now choose to discontinue their price leader compact car, make a loss on some import and then have duplicate products?
While the US Focus is not a spectacular car, it serves the budget compact market niche so maybe there should be less emphasis on its lack of corner carving capabilities and more on the fact that you can get one for less than $12K – which is something that the C1 platform could never deliver.
carguy:
Point taken on the 3, but saying “the US Focus is not a spectacular car” is like saying that one nuclear bomb can ruin your whole day. In both cases, I like to be as far away as possible.
If you’re (Farago) right about the purpose of Wagoner’s pilgrimage to Japan, well, Ford uses Hybrid Synergy drive, don’t they? So, why wouldn’t Toyota work out a deal with GM?
As for the redundantly engined Volt, I would think GM should offer an EV-only version, pretty quickly after the introduction, where the ICE and fuel tank are replaced with extra battery capacity to extend the range.
Isn’t that in keeping with the fundamental aim of the Flex system, anyway? The ultimate Flex, of course, would be to make the vehicle convertible from serial hybrid to EV conveniently. Driving locally? Swap out the ICE and swap in the spare battery. Taking a trip? Switch back.
And what’s that ringtone? Is it “Gimme Shelter?”
RF,
I didn’t know you coined the Maximum Bob name. That’s great, it so fits.
Also, could the Japanese keep Wagoner? And, can we make sure WE keep Wagner? Thanks.
Ford has no need to import the euro-Focus, they have a certified-for-North America, under $20K C1 platform ready to go.
It’s called the Mazda 3. No engineering required just some cosmetic surgery. Find a factory (rumour has it Ford has a few under used plants) and build it.
Ford and Mazda have been cross platform sharing for years: Escort/323, Probe/MX6, Ranger/B2000, Escape/Tribute, Edge/CX7 and 9.
KixStart
If you’re (Farago) right about the purpose of Wagoner’s pilgrimage to Japan, well, Ford uses Hybrid Synergy drive, don’t they? So, why wouldn’t Toyota work out a deal with GM?
From what I understand, Ford developed their own system using some technology they licensed from Toyota to jump start the process. They do not relabel Hybrid Synergy drivetrains from Toyota like Nissan does.
Toyota probably wouldn’t let GM have any of their technology, given the smack both have been talking about each others’ gas/electric hybrids and plug-in hybrids.
I think GM should send Bob Lutz over to Japan to speak with Toyota (or Honda, or whoever might grant him an audience).
Imagine the fun…oh, to be a fly on the wall.
@KixStart:
Yes, that’s right. It’s Gimme Shelter. I’m a huge Rolling Stones fan. I only recently switched to a cell phone that would play nice ringtones, so this is still a novelty to me.