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Memo to GM: Ford won’t play the price war game
AUTOMOTIVE NEWS

Jamie LaReau
March 2, 2011


General Motors Co. denies it’s igniting a price war by recently offering higher incentives and lease pull-ahead deals on many vehicles.

GM is right. It’s not stirring up a price war -- at least not with Ford Motor Co.

That’s because Ford won’t bite.

For two days this week reporters asked Ford executives how Ford will react to GM’s incentives. Ford’s consistent answer: It will hold incentives steady, match inventory to demand and not play the price war game -- even if that means losing market share.

“We have a plan. The foundation of our plan is building products people want and value,” said Ken Czubay, Ford’s vice president of U.S. marketing, sales and service. “If we can do that on a consistent basis year-in and year-out we can achieve our sustained goal of profitable growth.”

You see, Ford doesn’t want mere market share volume growth. It wants profits


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Amen Ford! Already last month Ford was bringing in $700-800 more per vehicle than was Government Motors Company (as measured by the average difference in incentives). Ford will be a profitable company that drives sales through superior products while Government Motors will have to throw cash at their vehicles which are marginal and most new products have at least two significant bone-headed aspects that show a lack of thorough and detail-oriented development processes. Ford also has one of the most remarkable leaders in the industry with Alan Mulally and Government Motors has nothing that rises above mediocre in their management. Ford also has a COMMITMENT TO EXCELLENCE and there is nothing at Government Motors Company that comes close.
 
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