When interviewed, Barry Engle admitted Ford's weakness in most car segments: "Historically at Ford, we've been the undisputed truck leader in Canada. In fact, for 42 years now, and we are about to make it 43. In more recent years, we seem to have lost our way a little bit in terms of cars. And I think there is a great opportunity for us in Canada to become more involved again in cars."
Much like the strategy that was adopted in Latin America and, more precisely, Brazil, Mr. Engle banks on new types of vehicles. "The way in which we are defining cars is changing, he said. As evidence of this, I point to what we call the Crossover segment. Crossovers happen to be the fastest growing segment. Last year alone, they grew 89%. It's becoming a much more important part of the industry. If I compare it to my experience in South America, it too was a market that was very driven by cars as opposed to trucks, and it was rapidly evolving into other types of vehicles, like crossovers."
In fact, over there, a small crossover called EcoSport has conquered the hearts of Brazilian, Argentinean and Mexican drivers over the last few years. This popularity is credited by some to the decisions of Mr. Engle.
Up here, though, it looks like the new Canadian president of Ford is having high hopes for the all-new Flex urban crossover. "Flex is a wonderful product and as a bonus we make it right here in Canada. Now if you look at the marketplace in Canada, the minivan segment historically has been far bigger here. Now, for the first time, families will not need to compromise as they will have a vehicle that gives everything they need and is beautiful." According to him, that's a winning formula.
photo:Arne Glassbourg/CIAS, Ford
Much like the strategy that was adopted in Latin America and, more precisely, Brazil, Mr. Engle banks on new types of vehicles. "The way in which we are defining cars is changing, he said. As evidence of this, I point to what we call the Crossover segment. Crossovers happen to be the fastest growing segment. Last year alone, they grew 89%. It's becoming a much more important part of the industry. If I compare it to my experience in South America, it too was a market that was very driven by cars as opposed to trucks, and it was rapidly evolving into other types of vehicles, like crossovers."
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| 2009 Ford Flex |
In fact, over there, a small crossover called EcoSport has conquered the hearts of Brazilian, Argentinean and Mexican drivers over the last few years. This popularity is credited by some to the decisions of Mr. Engle.
Up here, though, it looks like the new Canadian president of Ford is having high hopes for the all-new Flex urban crossover. "Flex is a wonderful product and as a bonus we make it right here in Canada. Now if you look at the marketplace in Canada, the minivan segment historically has been far bigger here. Now, for the first time, families will not need to compromise as they will have a vehicle that gives everything they need and is beautiful." According to him, that's a winning formula.
photo:Arne Glassbourg/CIAS, Ford