Detroit, Michigan — Fate could not have come with a better script. On the same year Ford finally launches a serious offensive on the North American car market, the brand was rewarded with not only the title of North American Car of the Year (Fusion Hybrid), but also the North American Truck of the Year (Transit Connect). How can you top that?
Amid the celebration following these announcements, we managed to get hold of Ford Canada President David Mondragon during the Detroit Auto Show. We asked him a few questions about the future of some of the most important products in the revitalized automaker’s strategy.
Auto123 – You have started the Detroit Auto Show in a rather rewarding manner this year, haven’t you?
David Mondragon – It’s been a great day! Winning Car of the Year is great in itself, but winning Car and Truck of the Year is fabulous. It’s very great news!
A123 – Now that is for vehicles that are rather important in Ford’s line-up – the Fusion Hybrid and Transit Connect...
DM – Yes. And we’ve had great recognition in Canada as well. Last year, Flex won the AJAC Car of the Year and this year, the Taurus was recognized as AJAC Car of the Year in the Family cars over $30,000 category. It’s been great recognition for the Ford brand, to strengthen our products.
A123 – And it happens at the same time as you are adding more emphasis on cars...
DM – Cars are definitely the opportunity for Ford, to grow our business. We’ve already got the lion share of the truck industry. We outsold GM in total trucks this year. Our F-Series has been the Number one seller for 44 years. So the opportunity for Ford to grow our business is the car side.
In markets like Quebec, we underperform in car sales right now. And it is truly a new opportunity with the new Fiesta. When it will come to market in Quebec, it will be a smash hit overnight.
The all-new Focus, that you saw today (at the Detroit unveiling) in both 4 and 5-door model, we think will resonate for consumers all across Canada. In the C-Car (segment), we have the (current) Focus, but it doesn’t come in a 5-door. And half of the C-Car segment (in Canada) is 5-doors. Now not only will we have both, but they will be vehicles that will have best-in-class across the world in fuel economy, safety and technology. So we will have offerings for consumers that they won’t be able to find anywhere else!
Amid the celebration following these announcements, we managed to get hold of Ford Canada President David Mondragon during the Detroit Auto Show. We asked him a few questions about the future of some of the most important products in the revitalized automaker’s strategy.
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| Winning both North American Car and Truck of the Year Awards for 2010, Ford Canada’s President David Mondragon couldn’t ask for more! |
Auto123 – You have started the Detroit Auto Show in a rather rewarding manner this year, haven’t you?
David Mondragon – It’s been a great day! Winning Car of the Year is great in itself, but winning Car and Truck of the Year is fabulous. It’s very great news!
A123 – Now that is for vehicles that are rather important in Ford’s line-up – the Fusion Hybrid and Transit Connect...
DM – Yes. And we’ve had great recognition in Canada as well. Last year, Flex won the AJAC Car of the Year and this year, the Taurus was recognized as AJAC Car of the Year in the Family cars over $30,000 category. It’s been great recognition for the Ford brand, to strengthen our products.
A123 – And it happens at the same time as you are adding more emphasis on cars...
DM – Cars are definitely the opportunity for Ford, to grow our business. We’ve already got the lion share of the truck industry. We outsold GM in total trucks this year. Our F-Series has been the Number one seller for 44 years. So the opportunity for Ford to grow our business is the car side.
In markets like Quebec, we underperform in car sales right now. And it is truly a new opportunity with the new Fiesta. When it will come to market in Quebec, it will be a smash hit overnight.
The all-new Focus, that you saw today (at the Detroit unveiling) in both 4 and 5-door model, we think will resonate for consumers all across Canada. In the C-Car (segment), we have the (current) Focus, but it doesn’t come in a 5-door. And half of the C-Car segment (in Canada) is 5-doors. Now not only will we have both, but they will be vehicles that will have best-in-class across the world in fuel economy, safety and technology. So we will have offerings for consumers that they won’t be able to find anywhere else!