Ford news

Ford Motor Company to Put an End to a 71-year-old Brand

Ford Motor Company announced this week that it will discontinue the 71-year-old Mercury Brand by the end of the year.  Over the next four years, Lincoln will get seven all-new or entirely refreshed products –including its first ever C-segment vehicle. Lincoln also will get brand-exclusive powertrains and other technologies to distinguish it from Ford’s namesake Blue Oval brand and make its vehicles more competitive with offerings from rival automakers. 

Ford’s President of the Americas, Mark Fields, announced the board voted to stop production of all four Mercury models in the fourth quarter. Ford plans to send letters to Mercury dealers around the nation, offering them buyouts or the chance to merge with Ford dealers.

“Given our improving financial situation, it really allows us to absorb the short-term cost of discontinuing Mercury,” Mark Fields said, declining to reveal the expected expense. “We’re very proud of Mercury’s history, but we’re now looking forward.”

Mercury was the creation of Henry Ford’s son, Edsel and was launched in 1938 as a midmarket brand intended to bridge the gap between the mass market Ford brand and the luxury Lincoln brand. Although a novel idea, Mercury vehicles often were little more than rebadged Fords, and sales have declined steadily since 1993.

“It is a storied brand,” said Derrick Kuzak, Ford’s global product development chief. “But what’s really important today is not the past. What’s important today is the future: the future of Ford and the future of Lincoln.”

The Ford brand has performed well over the past 18 months, benefiting from a new product lineup, but Lincoln has struggled to find its place in an increasingly crowded and competitive luxury market. Ford plans to redirect the resources invested in the Mercury brand into Lincoln. “We’ve made a lot of progress with the Ford brand,” said Ford Americas President Mark Fields. “Now’s the time to do that with Lincoln.”

Mercury now claims just eight-tenths of a percent of the U.S. car and truck market, Fields said. The Ford brand, by comparison, has gained more than twice that much share in the first four months of the year.  Fields said Ford’s recent success enabled the automaker to retire Mercury, providing the financial resources needed to wind down the brand without undermining Ford’s goal of being “solidly profitable” this year.

Ford will continue to honor warranty agreements and support Mercury owners with parts and service.

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Ford Product Trainer Shares Insights - Mark Banfield Interview

Beechmont Ford relentlessly works to improve their relationships with their customers.  Beechmont Ford surveys their customers daily to truly understand their needs and surpass their expectations.  The staff attends ongoing training sessions to educate themselves on the latest product enhancements to provide exemplary customer experiences.  They also meet with various Ford Motor Company employees to increase their market share and positioning.

Recently, Andy Warner, Internet Sales Director at LorMar Auto Group interviewed Mark Banfield, Product Trainer for Ford Motor Company.  Mark openly shared Ford’s upcoming plans for 2010 and 2011.  Mark impressed on the team what the customer truly needs and how Beechmont Ford can be there for the customer.  The interview enlightened the Beechmont Ford team to their strengths in the market and working with customers.  The interview also helped the team learn areas where they can improve that much more to surpass their customers’ expectations.

Thanks so much for taking the time to share, Mark.  We look forward to more of your training sessions.

Andy Warner (AW):  What is your role with Ford Motor Company?

Mark Banfield (MB):  I am a Product Trainer focusing on new vehicle introductions with some Sync training.

AW:  How is Ford improving their product line?

MB:  First, by focusing on what the customer wants and needs.  Buying a vehicle today is more than just needing 4 wheels.  It’s also about quality that will last and the tech to allow them to do what’s needed while driving.

AW:  How is the Beechmont Ford sales team improving their customer service?

MB: Well, I would say by fully partaking in the training available to them to enhance their knowledge to better consult with customers.  Better trained and more knowledgeable sales staffs succeed.

MB:  By aiming marketing to the segment, unlike the past where it was more of a one size fits all. For Beechmont to succeed into the future, they need to do the same.  Use ALL of the resources available.  TV, radio, and newspapers are still the best medium for certain customers.  On the other hand, Facebook and Twitter, not to mention texting, need to be the method for others.  Whether you call it go with the flow, or change with the tide, adaptability is the key to tomorrow’s leadership.

AW:  What are Ford’s strengths and/or weaknesses in comparison to the competition?

MB:  The easiest to see is the foresight Ford management had in getting started early to head off the crisis GM and Chrysler went through.  Ford may have caught some flack for it, but it’s allowed them to not only have great, state of the art vehicles now and in the pipeline for the forseeable future, it allowed them to do it without needing the government’s assistance.  The only weakness I see is the one that affects all of us, does success make us “fat and comfortable’?  The hope I always have is that we learn from our past to make a better future.

Related articles

• 2011 Ford Fiesta Pre-Launch Guide (beechmontfordblog.com)
• Ford Sync Training: Online Registration (beechmontfordblog.com)
• Drive One For Your School at Este High School (beechmontfordblog.com)
• 2011 Ford Super Duty Questions and Answers (beechmontfordblog.com)
• (Beechmont) Ford in the News (beechmontfordblog.com)

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(Beechmont) Ford in the News

Ford stock is about to intensify after shares topped $14 on Wednesday, setting another five year high.  One day after an analyst upgraded the company’s price target to $15 a share.  Moody’s upgraded Ford’s credit ratings and said the firm may again upgrade in the future.  CNBC commentator Jim Cramer is now predicting a run to $17.

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Cincinnati Auto Expo Show Commercial - Behind the Scenes

It is Cincinnati Auto Expo time at Beechmont Ford and boy are we excited to share some great information regarding a recent commercial taping and new Ford Motor Company incentives.

Many customers compliment our owner, Lorinn Williams, for her ability to consistently produce wonderful commercials.  From her pose, to her clear speech, to her warmth, our customers continuously ask us, “How does she do it?”  Many times we respond, “She is just that good.”  (Honestly, Lorinn is a great owner).

In response to many requests from our customers, we felt the need to share with you a few “behind-the-scenes” clips of a recent commercial taping.  The commercial taping is the new Cincinnati Auto Expo show commercial released this week on our local television stations, our Facebook Fan Page and Youtube channel.  The three videos below will give you a brief idea of how the commercials are created and the admirable behind the scenes work involved in presenting the Ford vehicles.  Sit back, relax and enjoy the commercials.  Feel free to share your thoughts in the comments.

Ford Motor Company has released an extra $1,000 customer bonus cash on behalf of the Cincinnati Auto Expo.  This is a great addition to the already competitively priced Ford vehicles line-up.  Whether you are interested in an economically efficient 2010 Ford Focus, a Motor Trend award winning 2010 Ford Fusion, a re-designed 2010 Ford Taurus, the best in class 2010 Ford Flex, the 33 year sales leading champion 2010 Ford F-150 or any of our other phenomenal vehicles, you can view them at the Auto Show and pick it up from Beechmont Ford.

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Did You Know?

Henry Ford opened a commissary in Detroit, Michigan, for Ford employees only.  When he offered the five dollar a day wage, local merchants raised their prices.  He was so upset he opened a store that sold food, clothes, tools, etc. at much lower prices than other stores.

(Sounds a lot like Sam Walton)

Some argue that Mr. Ford may have had the first supermarket in the United States.

Thanks for sharing David Risher.

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Did You Know?

The upcoming 2011 Ford Fiesta is the first B-car segment built by Ford Motor Company.

Here are some interesting facts you might now know about the B-car segment.

1. The B-car segment has grown 21% in the last 4 years.  The B and C car segments combined will be 25% of the automotive industry.

2. In 2003, there were 6 B-car entries in the automotive industry.  In 2010, there will be 25!

3. The 1.6L Duratec Ti-VCT I4 engine on the Ford Fiesta is projected to reach 40 mpg.

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Ford Customer Satisfaction Program

Ford is proactively announcing a customer satisfaction program to update the software of the regenerative brake system of some 2010 Ford Fusion Hybrids.

From Ford Motor Company…

Dearborn, Mich., Feb. 4, 2010 – Today, we are announcing a customer satisfaction program to update the software of the regenerative brake system of some 2010-model Ford Fusion Hybrids.

We have received reports that some drivers have experienced a different brake feel when the hybrid’s unique regenerative brakes switch to conventional hydraulic braking. While the vehicles maintain full braking capability, customers may initially perceive the condition as loss of brakes.

To be clear, the Fusion Hybrids’ brake system maintains full conventional brakes and full ABS function even as the customer sees visual indicators and hears a chime. The software threshold to transition from regenerative brakes to conventional brakes can cause the system to transition to conventional brakes unnecessarily.

The software upgrade will reduce unnecessary occurrences of the vehicle switching from regenerative braking to conventional hydraulic brakes.

Customers with affected vehicles will receive a notice in the mail. We are asking owners of affected vehicles to have vehicle software reprogrammed at dealers at no charge.

There have been no injuries related to this condition.

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$1,000 Trade-In Assistance Cash

Beechmont Ford is excited to announce an incremental cash & incentive enhancement effective today, January 28, 2010.

Ford Motor Company is providing a $1,000 trade-in assistance on 1995 or newer Toyota, Honda, Lexus, Scion and Acura customers with a trade-in or expiring lease.  All 2010 Ford model year vehicles (retail or lease) are eligible.

Consumers are required to trade-in their current vehicle or have a lease expiring by June 30, 2010.  This offer can be transferred to individuals residing in the same household.  Please see your sales consultant for complete details.

Ford continues to gain momentum in the marketplace will all the positive press centered around the Drive One pillars–Quality, Green, Safe & Smart.  Ford retail market share in the Cincinnati region was up 1.8 points in 2009–the most of any major manufacturer.  Ford vehicles continue to be recognized for unsurpassed quality, safety and industry leading technology.

Thank you to all of our customers for helping us achieve these high marks.

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MyFord Touch Coming Soon to Beechmont Ford

My Ford Touch Coming Soon.

Question: What is MyFord Touch?

Answer: MyFord Touch is a new driver connect technology, a simple, intuitive interface that connects drivers with their vehicles.  It facilitates easy access to all technology and features through voice commands, familiar 5-way buttons mounted on the steering wheel and a customizable 8-inch touch screen.

Question: When will this be available?  On what products?

Answer: The 2011 Ford Edge will receive MyFord and MyFord Touch, as well as the 2012 Focus.  We plan to migrate this technology across our car, truck and SUV/CUV products–on a global basis–and will offer it on more than 80 percent of our nameplates within five years.

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Thank you for a wonderful 2009

Beechmont Ford customers and all Ford owners, THANK YOU!  2009 started involved a tremendous amount of uncertainty, apprehension and fear.  Should we take bail out money?  Should we not?  Stock prices plummeted and unemployment rose.  Consumer confidence lessened each and every day with more and more stories of bankruptcy and corruption.  Standing strong in times of hardship, believing in our customers and believing in the quality of the Ford brand kept us moving forward.

Some highlights of 2009 included:

• The 2010 new Ford model lineup event
• A visit from Cincinnati Bengals defensive end, Antwan Odom
• A sneak peak at the 2011 Ford Fiesta
• The government sponsored Cash for Clunkers program
• Ford Motor Company training our team on new enhancements to the 2010 Ford F-150 SVT Raptor

Most importantly, we would like to thank our customers for helping us finish 71st in the nation for new retail Ford vehicle sales.  Beechmont Ford could not have been as successful for the past 15 years without your continued support.  You supported us for many years in the past, during the economic challenges of 2009 and we look forward to serving you during the rebound of 2010.

2010 brings high hopes and optimism.  The equity Ford holds in its name is the highest of all domestic brands.  Consumer interest and customer loyalty keeps climbing.

Thank you… Thank you… Thank you.

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