Ford should let the whole community mark end of road
END OF AN ERA
FORD is planning an epic send-off for its factory workers on the last day of Falcon production next Friday — but it will be closed away from public view.
The 300 workers at the engine and stamping plant in Geelong are welcome to join their 500 counterparts at the assembly line in Broadmeadows, or they can watch the last Falcon being made via a big screen being installed inside the Geelong facility.
But veteran car dealers, longstanding parts suppliers and the media, who want to document the historic factory closure of Australia’s oldest car maker and inform the public, will be locked out and obliged to watch the private event through Ford’s wire fence.
Ford says the workers “don’t want to feel like they’re in a fish bowl” and that employees have requested privacy on their last day at work.
“For us, it’s about putting our people first,” says Ford Australia boss Graeme Whickman. “We are going to treat our staff with dignity and respect and that means we will be holding private events with them to recognise and honour their work over so many years.”
But the decision to lock out media also suits Ford’s public relations strategy. Every time a story appears about the factory closure, Ford says car buyers think the whole company is closing its doors.
For the record, Ford will continue to sell cars in Australia, although it may rationalise the number of dealers, given sales have dropped dramatically over the past decade.
In the meantime, significant events, such as the last ute being made in July, and last Monday’s production of the final engines to leave Geelong, came and went without any fanfare.
The media found out about both events after photos were posted by employees on social media - the same workers the company says wants these moments to be a private affair.
The last day of Falcon production happens to come during football grand final season. It’s also the Friday qualifying session for the Bathurst 1000 car race.
Did Ford deliberately plan the shutdown date so the news might get lost among all the other activity? Or is it coincidence?
As much as I believe a good conspiracy theory, I suspect the answer is rather innocent.
But the media embargo date for Ford-arranged stock images and comments from selected workers — some of who will lose their jobs — is the Saturday of the AFL Grand Final.
The Federal Government unwittingly decided the timing of Ford’s factory shutdown a decade ago.
That’s when it set new vehicle emissions standards for the future. By the end of October 2016, all cars sold in Australia must be upgraded to new emissions standards, a process that costs millions.
That’s why Ford selected October as the final date — so it was not required to embark on costly engine upgrades.
It’s the same reason some imported cars, such as the aging Nissan Patrol diesel, will disappear from showrooms next month.
So the timing may be related to legislation rather than obfuscation. But it still would ne nice for the nation’s media to be able to document for the public the beginning of the end of the car industry.
After all, giving the event the coverage it deserves would give the workers “respect and dignity” too. HEAD OF MARKETING: P E NEWSPAPER DELIVERY: P PHOTO SALES: W MAIL: A GENERAL ENQUIRIES: P E A Opening Hours: