Fleet News

Ford plans ahead for world domination

FORD'S goal is to become the world's leading consumer company providing automotive goods and services, Nick Scheele, president of Ford of Europe, claimed at the Frankfurt International Motor Show. By linking Ford's marques together - Ford, Volvo, Jaguar, Aston Martin, Mazda, Lincoln and Mercury - Scheele said the company's vision was to establish 'an umbrella of trust' over all brands, products, services and actions.

He said consistent across all marques would be commitment to leadership in safety and security, quality, corporate citizenship and minimising the impact on the environment, while the different marques would help customers identify the products which suited them best. As Ford bids to achieve its goal Scheele said three challenges had to be faced: redefining the global car business which involved the development of 'killer products' such as the Ford Focus and Jaguar S-Type; linked to such developments was the need to 'connect with the customer' and move from being a mass manufacturing industry to supplying 'total transportation needs' which had already started with the acquisition of companies such as Kwik-Fit and TH!NK; and it had to grow and dominate the luxury car business.

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