Ford’s group vice president for Marketing and Communications, Jim Farley, talked to autoshows.ford.com about the surprise star of the 2008 auto show season: small cars. Between the Verve Concept and Transit Connect, the site’s been buzzing with comments.
“Ford is world class when it comes to making small cars,” says Farley. “And not just cars that are good value. They’ve got great design, they’re fun to drive, they’re premium small cars. We want to leverage and bring this to the United States.” Transit Connect, Verve, and Fiesta are part of this strategy and it’s being well received in the press, the public, and on autoshows.ford.com.
Transit Connect’s engine is also getting a lot of attention, and people are asking: why not diesel? Farley says that though Ford makes world class diesel vehicles in Europe, “the United States emissions standards for diesel are different,” and that challenge might make EcoBoost a better option for Transit Connect than diesel. Farley sees hybrid engines as “a perfect application in Transit Connect,” but the cost—from $5,000-$7,000—can be prohibitive for customers looking for cost and value in commercial vehicles. The Transit Connect that will be available in 2009 gets 19 mpg, but Ford’s looking into hybrid, diesel, and EcoBoost technology for Transit Connect in the future.
Ford is poised to leverage its global presence to introduce proven vehicles to new markets. Premium small cars with an emphasis on design and sustainability are one part of a strategy that people are responding to.