Ford turning into truck-and-SUV firm
Automaker shifts focus away from cars
DE A R BOR N, MICH. • Not often do auto manufacturers give a sneak peek at future products. Ford Uncovered did that — it gave a glimpse into what’s coming down the pipe between now and 2020.
In simple terms, Ford is transitioning from an automobile firm to one that will key in on trucks and SUVs.
Yes, there will be a couple of new cars. One is to be announced at the New York International Auto Show. The other is the re- emergence of the Mustang Shelby GT500, which will be the most powerful Mustang ever produced, with a rumoured 700-plus horsepower on tap.
Those two introductions, however, pale in comparison to the SUV and truck barrage about to be unleashed. Along with the recently revamped Edge, Edge ST, EcoSport and new Expedition will come an all- new Escape, an equally new Explorer with an ST derivative and two new SUVs: the latest incarnation of the Bronco and a yet- to- benamed model.
The two newcomers will take the Explorer format — rugged, but on- road focused — and amp- up the off- road side. The unnamed truck and Bronco were not designed to tackle Moab’s radical off- road scene, but to give a totally new level of off- road performance. Both take aim at the likes of the Jeep Grand Cherokee and, perhaps, Land Rover.
This transformation will see 75 per cent of Ford’s portfolio renewed by 2020 and, more importantly, the average age of the SUV range will drop from around six years to 3.3 years. Reducing the time from sketch to production by 20 per cent will be one of the key drivers.
The other new entry coming will be a literal shocker when launched. Picture a Mustang complete with V8like power derived from an all- electric powertrain, and blend it with the attributes of something along the lines of a slightly larger Escape. What you have, says Ford, is a ride that will offer unprecedented performance and driving range without sacrificing utility.
In announcing this futuristic ride, Jim Farley, president of Global Markets, landed the line of the conference. Taking a shot at Tesla, he said “we will not have to fire it up into space to make it famous.”
New vehicles aside, the next two years will see Ford shift its operational structure. Moving forward, the myriad platforms that underpin the portfolio to- day will be replaced by five basic, scalable, architectures. These will include a frontdrive unibody ( for Escape et al), a rear- drive unibody ( Explorer), a commercial van unibody ( Transit), along with the body- on- frame layout for the F- Series range, and a battery electric vehicle (BEV) architecture.
T he ke y here is t hat streamlining the platforms from many to a handful reduces cost, improves quality and increases efficiency. A good example of unnecessary complication/duplication today is found in the range of moonroof structures required; there are seven different variants. Joe Hinrichs, president of the Americas, wants this to drop to two, or maybe three.
Ford will be adding things such as the Waze app to its Sync3 platform and equipping its portfolio with 4G LTE connectivity by 2019. The advantage of having a connected vehicle is simple: Ford will roll out over- theair updates for things such as navigation and infotainment systems, which gives the customer easy access to the latest software. For the owner this means less downtime and fewer dealer visits.
In another move aimed at reducing the number of portable generators bungeestrapped into the bed of an F-Series pickup, the next-gen F-150 will arrive with a hybrid derivative. It not only promises “superb” fuel economy, it will come with a built- in generator. This, and adding a hybrid variant to all model lineups is a move aimed at seeing Ford surpass Toyota as top seller of hybrids.
Ford is preparing to roll out its Co-Pilot360 safety initiative, which bundles five key systems under the banner and it will be standard on all future models. The system includes forward- collision avoidance with auto braking, blind- spot monitoring with rear cross- traffic alert, lanekeep assist, a rear-view camera, and auto-high beams.
This is a move for the better, given the spotty availability of these key safety systems on the current range of products. Further out, items such as post- collision braking, evasive steering and a feature that prevents the vehicle from backing into something by applying the brakes will become available.
As it stands, Ford’s shift to a largely SUV lineup that’s supported by the best-selling pickup in the business looks sage. Certainly rationalizing the platform lineup and reducing the number of models on a given vehicle make sense. As long as the price of gas remains sane, the transformation will put Ford in good stead for the coming years. But if gas prices go wild — which many predict will be the case — the dearth of small fuel- efficient cars may change the picture.