FIELDS OF DREAMS

Mark Fields  SHORT TAKE

FIELDS OF DREAMS Mark Fields on Ford's Direction By John Grafman

Grafman - Now that Ford has divested from some of the other brands, Jaguar, Land Rover & such, are we going to see more unique products from the Ford brand, or are we going to see more bread and butter sedans because that's a safe bet in this market?

Fields - Well I think you're going to see as a company we have said very clearly we want to be in all segments. We want to be there with world-class products in terms of safety and design, technology and fuel economy. But, just as importantly head snapping design. So, we'll continue to be in the major segments, we'll continue to look at appropriate niche vehicles, which not only make a good business case but also help build the Ford brand and a halo around where were heading in design.

Grafman - Everybody loves a cool car. Certainly under the PAG roof there were some really awesome products. Are you going to be able to do that with resources going forward, or what would you even brand them as? Fields - Well, I think if you look at some of our products like Mustang for example, our icon. Our approach there has been, its a bit of how many different elements or versions can we come out with the Mustang that continue to build the brand image of Mustang, but also make a good business case so you can make good return on investment.

So vehicles like the GT 500, the Shelby KR, those type of vehicles - it helps the brand, not only the name plate brand, but the Ford Motor Company brand, and helps the business. I think going forward, as I said, I do think we have the elements in place for us to potentially go after some niche products.

But, more sharing let's say than we have been in the past, and do it in a credible way to customers that when they see it they go "Wow!" So, we'll entertain those going forward. For more visions from Mark Fields, go to www.autodesigno.com.