Ford to double the cars it sells by 2020

Ford is about to overhaul its model line-up, but isn’t sure when its sales will turn around after nine years of decline.

Ford will introduce 20 new models by 2020 -- including the second-biggest range of hybrid cars after Toyota -- doubling the range of 10 vehicles it sells today.

But executives stopped short of saying the brand would overtake Toyota and admitted it could take another two years before Ford Australia sales turn around after nine years in a row of decline, and the closure of the Broadmeadows production line in October 2016.

“This will be the biggest model revitalisation in our history,” said Ford Australia boss Bob Graziano.

Success isn’t overtaking Toyota

When asked when Ford would begin to post a sales increase, the head of sales and marketing Graeme Whickman said: “When you look at the quantum of vehicles we have coming … you would expect (sales growth) in the next 18 to 24 months”

In recent months Ford has boldly tackled market leader Toyota head-on with “attack” advertisements that pitch Fords directly against its rivals. It is a common tactic in the US but rarely used in Australia.

In one advertisement Ford offers customers $200 if they buy a rival vehicle after testing a Ford; in another advertisement a Ford utility tows two Toyota HiLuxes.

When asked how effective Ford’s attack ads against Toyota were, Mr Whickman said: “It’s in an early stage, we’re not trying to come across as arrogant or pump our chest. I wouldn’t call it arrogant, I’d say it’s challenging. We’re trying to come across as optimistic and confident at the same time.”

Mr Whickman said the Ford advertisements were not designed to get customers off-side or offend loyal followers of rival brands.

“You’ll notice we don’t talk about the other products in a derogatory tone … what we’re saying is ‘take a look at our product, you may not have in the past, give us a chance to consider us’.”

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Unlike Holden, which boldly claimed earlier this year it would overtake Toyota by 2020, Ford says it has no plans to topple the market leader for the past 11 years.

“Success isn’t overtaking Toyota,” said Mr Whickman. “We’re not going to measure ourselves in that way. While Toyota is a sales leader, we don’t necessarily see them as a product leader.”

In the same briefing outlining its future plans at the Broadmeadows head office today, Ford also announced a lifetime capped price servicing scheme guaranteeing the service cost of every Ford built since 2007.

It follows Hyundai’s announcement in August that it will offer lifetime capped priced servicing for all 1.1 million vehicles sold since the South Korean brand was established locally in 1986.