Tobias Piller’s Post

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Journalist bei F.A.Z.

Detroit understands only very little of the Car Market   After the surprise that the Head of Ford in Germany left for Volkswagen, this was the comment on the printed newspaper of 7th of June and on the internet at https://lnkd.in/eg3NS2sZ   The scenario around the once important German participation of Ford is actually best described as a shambles. Ford wanted a European strategy which pointed towards a fast change towards battery electric cars. But for some technical reasons which are still difficult to understand, the market start of the electrical Ford Explorer built in Cologne has been delayed for almost one year. Now, two days after the start of production in grand series, the German Ford Boss Martin Sander left the company, rejoining Volkswagen Group.   Due to the delay, the new electric cars by Ford now start during a slack market, and on top of this, Ford in Europe stands now without a leader. In general, it was right to change the structure of the models offered in Europa, from a full range towards offering a selected number of cars in important segments. But for this reason, at this moment Ford is not flexible enough to react to changing demand between cars with internal combustion engine and electric models. At this point it is also little help that Ford started to reposition its brand, with American flair and an image linked to outdoor – as this effort is still in its beginnings.   The Detroit headquarters of Ford could now be tempted to cut and delete, or at some point to withdraw completely. Such instincts come from the arrogance of the past. But Detroit is not the navel of the motorcar world anymore, and the USA are by far no more the most important market. Last year, the market for passenger cars, with 3,1 million new registrations, was barely any bigger than the German one with 2,8 million new registrations – because beyond the market for passenger cars there is the segment of Pick-ups and Offroaders, since many years protected by high tariff walls.   So it does not help, if now Detroit finance managers intended to show how the car business works. The opposite applies: Car producers from Detroit are not competitive outside their local niche, and they are still less able to see through long term market stratregies.

Detroit versteht nur wenig vom Automarkt

Detroit versteht nur wenig vom Automarkt

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