Ford’s Brazilian line-up, 2021. Once upon a time, there were locally developed Corcels and Mavericks; even the EcoSport was a Brazilian development. Today, it’s Mustang, a couple of trucks, and a rebadged Chinese crossover.
We heard a lot about the demise of Holden as GM retreats from continents at a time, seemingly in a quest to be a Sino-American player rather than a global one. Weâve heard less about Ford shrinking as well, though the phenomenon is similar.
Fordâs Brazilian range is now the Mustang, Ranger, Territory (which is fundamentally a badge-engineered Yusheng S330 from China with a Fordized interior), and Bronco. Itâs beating a retreat from Brazil, at the cost of tens of thousands of jobs (its own, plus associated industriesâ) in a country that already has 15 per cent unemployment.
Their reasoning is that electrification and technological change are driving restructuring, which seems plausible, till you realize that in other markets, including Thailand where thereâs still a plant making Fords, the company is fielding essentially trucks, the truck-based Everest, and the Mustang. Ford warned us that this would be its course of action a few years ago, but now itâs happening, it makes even less sense.
Say itâs all about (eventual) electrification. Youâd want vehicles in your portfolio now that lend themselves to energy efficiency, so that people begin associating your brand with it. Trucks and pony cars donât fit with this long-term. And I still believe that at some point, even before trucks commonly have electric powertrains, someone is going to say, âThese tall bodies with massive frontal areas are using up way more of the juice Iâm paying for. We donât need something this big.â
Letâs say Ford quickly pivots. It sticks a conventional saloon body on the Mustang Mach-E platform (which, letâs be honest, started off as a Focus crossoverâthe product code, CX727, tells us as much) in record time. Would anyone buy it? Probably not before they see what the Asians, who donât abandon segments because they canât be bothered working hard, have in their showrooms. Toyota, Honda, Hyundai, Mazda, and countless Chinese marques, have been building their goodwill in the meantime.
Itâs why two decades ago, I warned against DaimlerChrysler killing off its price-leading brand, Plymouth. You never know when recessionary times come and you want an entry-level brand. Before the decade was out, that time came, and Chrysler didnât have much it could use without diluting its existing brandsâ market perceptions to have some price leaders.
Ford retreating from B- and C-segment family cars, even CD- and E-segment ones, means itâll find it difficult to get back into those markets later on. A good example would be the French, who donât find much success in the large saloon market generally, and would find it very hard to re-enter in a lot of places.
I realize the action isnât in regular passenger cars these days, but the fact that Fiat, Chevrolet and Volkswagen still manage to field broad lines in Brazil suggests that the market still exists and they can still eke out some money from their sales.
Itâs as though the US car firms are giving up, ceding territory. And on this note, Ford has form.
In the 1990s, Fordâs US arm under-marketed the Contour and Mystique Stateside, cars based on the original European Mondeo. I saw precious little advertising for them in US motoring press. As far as I can tell, they wanted to bury it because they didnât like the fact it wasnât developed by them, but by Fordâs German-based team in Köln. âSee, told you those Europeans wouldnât know how to engineer a CD-segment car for the US.â The fiefdom in Dearborn got its own way and later developed the Mazda-based Fusion, while the Europeans did two more generations of Mondeo.
In the 2000s, it decided to flush the goodwill of the Taurus name down the toilet, before then-new CEO Alan Mulally saw what was happening and hurriedly renamed the Five Hundred to Taurus.
It under-marketed the last generation of Falconâyou seldom saw them on forecourtsâand that looked like a pretext for closing the Australian plant (âSee, no one wants big carsâ) even though by this point the Falcon was smaller than the Mondeo in most measures other than overall length, and plenty of people were buying similarly sized rear-wheel-drive saloons over at BMW and Mercedes-Benz.
The Mondeo hybrid has been another model that you barely hear of, even though the Fusion Hybrid, the American version of the car, had been on sale years before.
Think about what they gave up. Here, Ford once owned the taxi market. It doesnât any more as cabbies ultimately wound up in Priuses and Camrys. Had Ford fielded a big hybrid saloon earlier, Toyota might not have made inroads into the taxi market to the same extent. Ford almost seems apologetic for being in segments where others come to, and when challenging the market leaders, doesnât put much effort in any more.
Objectively, I would rather have a Mondeo Hybrid than a Camry, but good luck seeing one in a Ford showroom.
Maybe Fordâs smart to be putting all its resources into growth areas like trucks and crossovers. Puma and Escape have appeal in the B- and C-segment crossover markets in places like New Zealand. Theyâre fairly car-like now, too. But to me thatâs putting all your eggs into one basket. In countries like Brazil and Thailand, where Ford doesnât sell well resolved crossovers in these segments, itâs treading a fine line. I look at the market leadership it once had in cars, in so many places, and in 2021 that looks like a thing of the past. Moreâs the pity.
Originally noted at NewTumbl, this is the sort of stuff that can annoy me in films.
This is a scene from Rocketman, where Elton John (Taron Egerton) arrives at the Troubador in Los Angeles in 1970. Car people, spot the problems.
If you’re like me, you’re going: Elton’s in a 1978 Lincoln Continental Town Car, thereâs a 1981 Chevrolet Caprice going by, past a parked 1975 Ford Thunderbird and a 1980 Chevrolet Monte Carlo. Not being American, I may be off by one model year, but my point still stands.
To think they re-created the posters, the extras’ clothes in the ‘I’m Still Standing’ video, even the fur coats, but they couldn’t source a few motors. I really liked this movie, and scenes like this throw you out of its finely constructed world and you realize it’s just a film.
Sources
Volkswagen Gol G4âmore at Autocade.
The fake friends of social media being the junk food equivalent of real friendships, from this post by Umair Haque.
Stay at home, wear a maskâgeek humour shared from Twitter. Thaikila swimwearâseems to have an interesting history.
More on the Fiat 124 Sport Spider here at Autocade.
Jerry Inzerillo, first male on the cover of an issue of Lucire anywhere in the world, in this case the August 2021 issue of Lucire KSA. The story can be found here on our website.
If youâre around my age with a similar interest in model cars, this mural, Re-collection, by Leon Keer on a block of flats in Grenoble, France, will appeal.
Leon has Tweets with the before and after, and one about the process.
Itâs sad that Lesney (Matchbox) went down the fantasy route to compete with Hot Wheels, whereas the 1970s Corgi and Majorette castings that are represented here are so much better, in my opinion. I had a good childhood; I certainly couldnât complain about the model collection that my parents and grandparents indulged. And what great work from Leon to bring back this sense of nostalgia.
Above: The latest entry to Autocade at the time of writing: the new Hyundai Tucson (the short-wheelbase one is pictured).
Autocade will cross the 24 million page view mark tomorrow, notching up the latest million views in record time, despite only a tiny increase (14 models, to 4,438) in the database entries. I imagine this is down to a mixture of people finding it useful, and those working from home during lockdowns wanting a break.
You know the drill.
March 2008: launch
April 2011: 1,000,000 (three years for first million)
March 2012: 2,000,000 (11 months for second million)
May 2013: 3,000,000 (14 months for third million)
January 2014: 4,000,000 (eight months for fourth million)
September 2014: 5,000,000 (eight months for fifth million)
May 2015: 6,000,000 (eight months for sixth million)
October 2015: 7,000,000 (five months for seventh million)
March 2016: 8,000,000 (five months for eighth million)
August 2016: 9,000,000 (five months for ninth million)
February 2017: 10,000,000 (six months for 10th million)
June 2017: 11,000,000 (four months for 11th million)
January 2018: 12,000,000 (seven months for 12th million)
May 2018: 13,000,000 (four months for 13th million)
September 2018: 14,000,000 (four months for 14th million)
February 2019: 15,000,000 (five months for 15th million)
June 2019: 16,000,000 (four months for 16th million)
October 2019: 17,000,000 (four months for 17th million)
December 2019: 18,000,000 (just under three months for 18th million)
April 2020: 19,000,000 (just over three months for 19th million)
July 2020: 20,000,000 (just over three-and-a-half months for 20th million)
October 2020: 21,000,000 (three months for 21st million)
January 2021: 22,000,000 (three months for 22nd million)
April 2021: 23,000,000 (three months for 23rd million)
June 2021: 24,000,000 (two months for 24th million)
Two months and just over a week, if you want to split hairs. Iâm very pleasantly surprised at the increase, and thank all our readers for visiting and using the site.
I also want to thank Nigel Dunn, Peter Jobes and Keith Adams for their contributions over the years. Now to make sure it stays interesting for me as well as readersâSUVs are just not that fun when they form the majority of new releases!
Above: The Levdeo (or Letin) i3, not exactly the ideal model with which to commemorate another Autocade milestone.
Autocade will cross the 23 million page view mark today, so weâre keeping fairly consistent with netting a million every three months, a pattern that weâve seen since the end of 2019.
Just to keep my record-keeping straight:
March 2008: launch
April 2011: 1,000,000 (three years for first million)
March 2012: 2,000,000 (11 months for second million)
May 2013: 3,000,000 (14 months for third million)
January 2014: 4,000,000 (eight months for fourth million)
September 2014: 5,000,000 (eight months for fifth million)
May 2015: 6,000,000 (eight months for sixth million)
October 2015: 7,000,000 (five months for seventh million)
March 2016: 8,000,000 (five months for eighth million)
August 2016: 9,000,000 (five months for ninth million)
February 2017: 10,000,000 (six months for 10th million)
June 2017: 11,000,000 (four months for 11th million)
January 2018: 12,000,000 (seven months for 12th million)
May 2018: 13,000,000 (four months for 13th million)
September 2018: 14,000,000 (four months for 14th million)
February 2019: 15,000,000 (five months for 15th million)
June 2019: 16,000,000 (four months for 16th million)
October 2019: 17,000,000 (four months for 17th million)
December 2019: 18,000,000 (just under three months for 18th million)
April 2020: 19,000,000 (just over three months for 19th million)
July 2020: 20,000,000 (just over three-and-a-half months for 20th million)
October 2020: 21,000,000 (three months for 21st million)
January 2021: 22,000,000 (three months for 22nd million)
April 2021: 23,000,000 (three months for 23rd million)
I see on my 22 millionth page view post I mentioned there were 4,379 entries. It hasnât increased that much since: the site is on 4,423. I notice the pace does slow a bit once the year kicks off in earnest: itâs the Christmas break that sees me spending a bit more time on the website.
Who knows? I may spend more on it again as Iâm tiring of the tribalism of Twitter, and, most recently, being tarred with the same brush as someone I follow, even though I follow people I donât always agree withâincluding people with offensive views.
On April 4, I wrote there:
Earlier today @QueenOliviaStR and I were tagged into a lengthy thread, to which I donât think I have the right of response to the writer.
First up, I salute her. Secondly, she may disagree with how I use Twitter but I still support her. Thirdly, she should rightly do what she needs to in order to feel safe.
I donât wish to single out any account but if you go through my following list, there are people on there whose views many Kiwis would disagree with.
Some were good people who fell down rabbit holes, and some Iâve never agreed with from the start. So why do I follow them?
As I Tweeted last week, I object to being in a social media bubble. I think itâs unhealthy, and the cause of a lot of societal angst. Itâs why generally I dislike Big Tech as this is by design.
Secondly, if I shut myself off to opposing views, even abhorrent ones, how do I know what arguments they are using in order to counter them if the opportunity arises?
I would disagree that I am amicable with these accounts but I do agree to interacting with some of them on the bases that we originally found.
Ian, who is long gone from Twitter after falling down the COVID conspiracy rabbit hole, was a known anti-war Tweeter. I didnât unfollow him but I disagreed with where his thoughts were going.
The person who tagged us today didnât want to be exposed to certain views and thatâs fair. But remember, that person she didnât like will also be exposed to her views through me.
Iâll let you into something that might shock you: for a few years, when the debate began, I wasnât supportive of marriage equality, despite having many queer friends. It was more over semantics than their rights, but still, it isnât a view I hold today.
If this happened in social media land, I might have held on those views, but luckily I adopted the policy I do today: see what people are saying. And eventually I was convinced by people who wrote about their situations that my view was misinformed.
And while my following an account is not an endorsement of its views, by and large I follow more people with whom I agreeâwhich means the positive arguments that these people make could be seen by those who disagree with them.
People should do what is right for them but I still hold that bubbling and disengagement are dangerous, and create a group who double-down on their views. Peace!
Maybe itâs a generational thing: that some of us believe in the free flow of information, because that was the internet we joined. One that was more meritorious, and one where we felt we were more united with others.
We see what the contrary does. And those examples are recent and severe: weâve seen it with the US elections, with Myanmar, with COVID-19.
This isnât a dig at the person who took exception to my being connected to someone, and yes, even engaged them (though being ‘amicable’ is simply having good manners to everyone), because if those offensive views targeted me I wouldnât want to see them. And it is a poor design decision of Twitter to still show that person in oneâs Tweets if they have already blocked them, just because a mutual person follows them.
It is a commentary, however, on wider trends where social media and Google have created people who double-down on their views, or opened up the rabbit hole for them to fall intoâand keep them there.
It did use to be called social networking, where we made connections, supposedly for mutual benefit, maybe even the benefit of humanity, but now it’s commonly social media, because we don’t seem to really network with anyone else while we post about ourselves.
Unlike Alice, people donât necessarily return from Wonderland.
My faithâwhich I donât always bring up because one risks being tarred with the evangelical homophobic stereotypes that come with it in mainstream media and elsewhereâtells me that everyone can be redeemed, even those who hold abhorrent views.
Itâs why I didnât have a problem when Bill Clinton planned to see Kim Jong Il or when Donald Trump did see Kim Jong Un, because engagement is better than isolation. Unlike the US media, I donât change a view depending on the occupant of the Oval Office.
Iâve also seen some people who post awful things do incredibly kind things outside of the sphere of social media.
Which then makes you think that social media just arenât worth your timeâsomething I had already concluded with Facebook, and, despite following mostly people I do agree with, including a lot of automotive enthusiasts, I am feeling more and more about Twitter. Instead of the open forum it once was, you are being judged on whom you follow, based on isolated and rare incidents.
I donât know if itâs generational or whether weâve developed through technology people who prefer tribalism over openness.
Sometimes you feel you should just leave them to it and get on with your own stuffâand for every Tweet I once sent, maybe I should get on to some old emails and tidy that inbox instead. Or put up one of the less interesting models on Autocade. Not Instagramming muchâI think I was off it for nearly a month before I decided to post a couple of things on Easter Eveâhas been another step in the right direction, instead of poking around on a tiny keyboard beamed up to you from a 5Âœ-inch black mirror.
The computer, after all, is a tool for us, and we should never lose sight of that. Letâs see if I can stick with it, and use Mastodon, which still feels more open, as my core social medium for posting.
