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Ford?s portfolio offensive coming


In May, sales were 9,571 compared with 11,145 in May 2006 and in the first five months sales were 43,997 compared with 48,496 in 2006.

The ageing Falcon is the main culprit, down to 9571 in May compared with 11,145 in 2006 and 43,997 so far this year, compared with 48,496.

A new Falcon is still not due for about 10 more months.

But Ford Motor Company president Tom Gorman is upbeat about the future, despite declaring there is nothing that can be done to speed up the launch date for the next Falcon.

At the launch last week of the Fiesta XR4 hot hatch, Gorman pointed out that light commercial vehicles were doing very well for Ford and that they had several new model launches this year that would help lift sales.

“We have an exciting portfolio of product to come,” he said.

That includes the diesel Focus next month, followed by a cabriolet Focus and the mid-sized European built and acclaimed Mondeo later this year.

Gorman said it was important there was a comprehensive line-up for customer choice.

Ford has many import options, including more diesel engines, Fiesta and Focus SUVs and more.

However, import product marketing manager Jogi Shetti said it was important not to have too many model choices. He said that could confuse customers, make it more difficult to communicate a simple marketing message and could leave too many unsold models on showroom floors, leading to dealer discounting and devaluing of the product range.

Shetti is planning 10 years into the future, but said he could not pinpoint exact models that far away.

He said the biggest challenges would be in powertrains to comply with current and coming greenhouse legislation.

Ford is considering small-capacity petrol and diesel engines as well as mild hybrids which use regenerative braking to store wasted heat energy and shut the engine down when the car is in traffic.

Shetti also mentioned alternative energy sources such as biofuels and lightweight body materials.

Meanwhile, Ford in England has produced a Focus hydrogen-powered Fuel Cell Vehicle, driven recently by Prince Charles.