If you build it, we will come.

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Along the lines of my last entry, I want to talk "PRODUCT" again ... got that? Not "bailout" ... not "low-interest loans" ... and definitely not "bankruptcy." The automotive industry has a serious fun and innovative side that has yet to be be permanently damaged by the financial hurricane - but there I go talking dollars and sense again!

Recently, I had the distinct pleasure of attending an advance screening of Ford's 2009 Detroit Auto Show debuts and the experience filled me with optimism and warmth. (Or is that just because I left the East Coast in a snowstorm and am now basking in Southern California sun?) While I cannot get into the details of the vehicles I was shown, I can report that there is some sound, positive, and professional thinking going on in the city of Detroit. As some of you who read this column on a regular basis may be aware, I am not one to immediately side with any of the manufacturers - especially the "home team." In fact, the beauty of IntelliChoice is that we treat all vehicles equally and judge them against equal and stringent Cost of Ownership criteria. But my time with Ford has me thinking that it (and GM and Chrysler) has put together a great rally that has the chance to pull it out of these dark days. And don't forget that Toyota, Nissan, BMW, Hyundai, you name it ... all of the players in the U.S. market are fighting this same storm.

2009 Ford F150

What impressed me about Ford was the degree that it is making smart feature, technology, efficiency and cost decisions as the basis of its 2009 and beyond vehicles - and then wrapping all of these decisions in attractive and distinctive sheet metal. Not just distinctive from the competitive Toyota or Audi or Kia models, but also distinctive within the Ford Motor Company. Like the Ford Flex? I do, but it will take a trained eye to see the Flex as the basis for a new vehicle from Lincoln. How about the Lincoln MKS? Bold design that wraps up some serious tech hardware. Lincoln's own marketing pitch is "Leather-Wrapped Cyberspace," and that is not far from the truth. Now take that car, completely redo the sheet metal and slap a Ford blue oval on it. But sorry ... you are going to have to wait until the Detroit Auto Show to see what a great job it has done with a venerable Ford nameplate. And at the core of all of these new vehicles is some amazing safety technology from its partner, Volvo ... but at a Ford or Lincoln or Mercury price point.

From an efficiency standpoint, Ford is planning to introduce excitement under the hood in the guise of an all-new line of "EcoBoost" engines. The premise is simple: the power of a V8 with the efficiency of a V6. Or my favorite, the rush of a high-power V6 with the fuel-sipping qualities of a solid 4-cylinder. Add to this recipe the value and efficiency of its new 6-speed automatic transmissions. Ford is making a huge commitment to these technologies and expects a vast majority, almost 90% of its model lines, to roll "EcoBoosted" by 2013. And I also drove the all-new Fusion and Milan hybrids which, as a current Prius owner I must admit, will give plenty of potential 2010 Toyota Prius and Camry Hybrid - as well as Honda Insight buyers - plenty of reason to shop the Blue Oval first. Style, sophistication, and amazing efficiency.

According to several associates who also attended similar presentations from GM and Chrysler, the good stuff is going to keep on coming. The only question that remains is whether these companies are facing 3rd down and long with a minute left to play or just the start of the 4th quarter. Either way, it looks like Ford and others have some trick plays up their sleeves.

Posted on 2008-12-22 | Permalink | |

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