Did motoring journalists fail Ford?

[Sorted]

Motoring journalists failed in their analysis of Ford's FG Falcon. More critical reviews could have alerted the company sooner to the reasons why its flagship car was failing the marketplace, writes Julian Edgar.

Did journalists have a role in the demise of the Ford FG Falcon and Ford's manufacturing business in Australia?

(For those not following, the car has sold so poorly in Australia that Ford has decided to cease manufacturing cars here.)

But what if, when the FG Falcon was released, there had been widespread media analysis that argued the FG was the wrong car for the times and would not sell well.

Would Ford have made changes to the car more rapidly? Would the company have seen its miscalculation and shuffled resources so they could be better spent on improving sales?

These are important questions given that the Falcon is the only car Ford makes in Australia. It needed to be extremely successful in order for the company to make a business case for manufacturing cars in this country.

Car companies pore over media reports to assess how a new model is being received. If Ford believed the FG to be a great car, as apparently it did, then those beliefs are almost certain to have been confirmed by the prevailing media messages.

On the other hand, in the past there have been cars that were released to widespread criticism in the motoring media. In those cases manufacturers have tended to react very quickly by making changes to address concerns.

In addition, if the media coverage had more widely criticised the car, the Australian government would have been more alert to the fact it was putting money - lots of money - into a process that was unlikely to succeed.

Political pressure would have grown far earlier to urge Ford to invest in changes and developments that would be more likely to succeed in the Australian marketplace (so not, for example, spending our money on putting the turbo engine into the Territory).

There would have been a broader political and economic focus on the decisions being made about Ford's product line. I believe, in that situation Ford would have moved swiftly to make changes.

To put this another way, the largely uncritical acceptance by the motoring media of the FG Falcon played a part in the demise of Ford manufacturing in Australia.

So why did no writer I found in a detailed search of the Australian motoring media say that the FG Falcon was a stupid move for Ford to take?

The overwhelming message was that this was a wonderful advance.
I think that there are three main reasons.

The first is that the journalists appeared to make their assessments in far too small a frame of reference.

They made comparisons of the car to (a) the previous model of the Ford Falcon, and (b) the traditional opposition car, the Holden Commodore.

Let's take each in turn.

Making a comparison to the previous model worked when many people upgraded their existing Falcon with a new model. The buyer who had always owned Falcons was excited and interested to know if the steering was assessed as being better than the previous model, or the handling or the interior gadgets were better than the previous model.

But of course, no-one else cared less about that because their frame of reference wasn't the previous model.

The same applied to the comparison with the Commodore. If people were choosing only between those two cars, knowing which was better made sense. But if people were looking at neither the Falcon nor the Commodore, again it was an irrelevant comparison.

In this case, because the Falcon and Commodore had seen sales fall to a staggering degree over ten years, journalists should have been making comparisons to cars that were growing in popularity.

What, actually, did the Falcon offer a buyer compared with, say, a Mazda 3?

The second major reason that the media's acclaim of the FG was so misplaced was that journalists were responding to the car, not to what the car had to achieve for Ford.

There is no dilemma here: it's quite possible to say that the FG Falcon was a good car in X, Y and Z characteristics – but these were not the characteristics that the public was looking for, so the car's direction was misplaced.

There are easy media avenues to achieve this – a straight up and down road test of the car on its merits, and an opinion piece that used the expertise and understanding of the motoring journalist to suggest that the Falcon was going to sell badly.

So why did journalists overwhelmingly ignore that approach?

Here it's hard not to be cynical. They wanted to retain easy access to Ford press cars, to Ford PR – to the gravy train.

Their editors told them that they could write no such thing because the publication would lose advertising dollars.

Were they so close to Ford that they didn't want to offend their mates who work in the company? You pick.

The third reason for the lack of critical analysis is that journalists didn't think on a broad, societal level.

By the time the FG Falcon was released, Falcon sales had been on a strong downward trend for years.

Why was this occurring? There are many reasons.

At the time, the Toyota Prius had been released for nearly a decade – a car that changed the direction of virtually every car manufacturer in the world. The Prius had a lasting and ongoing impact on people's psyche regarding car efficiency and engineering.

Long distance travel within Australia, once the province of the car, was (and is) almost universally now done via cheap air flights. People have greater wealth and recreation time, so they want their cars to perform multiple purposes on different days – carrying five people one day, but the next day lugging home goods from the hardware store.

There has been a change in what is regarded as being acceptable driving behaviour on roads – driving fast has become socially disparaged.

Within this societal context, the FG Falcon with its lack of seating flexibility, poor fuel economy, and emphasis on performance, handling and travelling long distances, was out of step with the times.

But these thoughts would occur only if you looked at what the times actually were. Motoring journalists overwhelmingly failed to do that.

Link here http://www.abc.net.au/unleashed/4720488.html

[Trump]

Short answer, no.

Longer answer, Ford failed Falcon, along with the dealer network. Poor marketing of a product that was superior to anything offered in the red camp (and I dare say to a lot of the other large sedan product) and a dealer network that thinks after sales service doesn't go beyond "would you like a complimentary coffee" and "they all do that" is what contributed to the demise of Falcon.

[Wretched]

nope Ford failed themselves. They are the ones who developed the product, they are the ones who are in charge of marketing it, improving it, etc.

Then there is environmental factors, change in buyer preferences, cheap flights, a bigger market of vehicles offering more and a company that failed to react to all these market shifts. You cannot just blame journalists, sure if one kept giving negative feedback to a product then you can blame that individual but if all do then is there a problem that needs to be looked at further?

[Pepscobra]

As much as I dislike most of the tripe that is written about Ford, you cant blame the media for the demise of Falcon.
Ford failed to follow the market demands and patterns; steadily falling sales should have been enough warning.

[Polyal]

Actually its not funny its a little embarrassing...

You reap what you sow.

[GQ_Smooth]

I blame the boat people, work choices, carbon tax, mining tax, V 456 Visa's, single mothers pensions, insulation bats, work for the dole and the baby bonus.

Have we finished the blame game yet, as Australian's we lead the world in it.

[DJR-351]

Originally Posted by GQ_Smooth

Have we finished the blame game yet, as Australian's we lead the world in it.

I cannot emphasise this statement enough.......

[Mighty Reds]

Originally Posted by DJR-351

I cannot emphasise this statement enough.......

You did a fair job of it.

[2011G6E]

So...motoring journalists should just put aside ethics and honesty and promote a car purely because it's made in Australia...? Have I got that right...?

If the pubic isn't buying...ordinary, non-motoring-enthusiast people who just want "an car" who are the people the factories rely on to make a profit and sell volume...then articles in motoring magazines and hidden amongst a hundred other reviews on websites won't change things. The Falcon...and most likely the Commodore...are vehicles whose time has come and gone in the real world, sadly.

Time to move on.

[Kayos]

Originally Posted by 2011G6E

So...motoring journalists should just put aside ethics and honesty and promote a car purely because it's made in Australia...? Have I got that right...?

If the pubic isn't buying...ordinary, non-motoring-enthusiast people who just want "an car" who are the people the factories rely on to make a profit and sell volume...then articles in motoring magazines and hidden amongst a hundred other reviews on websites won't change things. The Falcon...and most likely the Commodore...are vehicles whose time has come and gone in the real world, sadly.

Time to move on.

motoring journalists should just put aside ethics and honesty and promote a car

Well, hhhmmm who advertised the most in our magazine this month... and the winner is!! only a few jernos still love the falcon for what it is and still does.

Back to point, marketing was poor for FG, and dealers even worst as per the abovementioned by others. the 4cyl competitors from honda/camry/subaru killed falcon and perceptions that they are more reliable.

[flooded one]

no I think ford failed the falcon but I do think the motor jurnos did play a little role in bad mouthing it!!! problem I see with falcon is the fact no one knows how good it is. theres others think its a bad car. which its not. ultimately lack of advertisement killed the falcon. honestly, how many people know about ecoboost falcon???

[Road_Warrior]

Ford failed Ford.

But I think this debate has been done to death, exhumed, bashed some more with some petrol and a match added for good measure and reburied. It's over.

[jpd80]

[Road Games]

We need to get a group buy going on the Prius

[2011G6E]

Interesting graph that one.

This is probably because of the rise of the mid-sized SUV and the twin cab ute...which have in a lot of places taken over from mid-sized cars and large cars. One look around traffic outside the capital cities will show just how many of these two sorts of cars there are.
In fact I'd go so far as to say I've noticed probably only three sorts of car as being fairly common on the roads now...small cars, mid-sized SUV's, and twin cabs. Of course there are still Aurions, Camrys, Falcons, and Commodores...but you just don't see them as much these days.

Motoring tastes change...and getting a large versatile vehicle like a twin cab with only four cylinder rego and running costs is very attractive...it was to us, and to a hell of a lot of other people by the looks of it...

[Bossxr8]

Journos failed by not pointing out the Falcon is a small car, SUV and dual cab ute. If only they had informed their readers then people would have bought Falcons instead of the above.

Me thinks this particular journo thinks way too highly of the influence they wield.

There's nothing wrong with Falcon, but buyers want other things now. And Fords marketing is absolute rubbish which didn't help.

[2011G6E]

Originally Posted by Bossxr8

Journos failed by not pointing out the Falcon is a small car, SUV and dual cab ute. If only they had informed their readers then people would have bought Falcons instead of the above.

Me thinks this particular journo thinks way too highly of the influence they wield.

There's nothing wrong with Falcon, but buyers want other things now. And Fords marketing is absolute rubbish which didn't help.

In states like Queensland the fact it's a six cylinder does matter to a lot of average buyers...there's a huge difference between six and four registration for instance, and running costs are less with a four...insurance, servicing, etc.
Which is why Ford crapped in their own nest by not pushing the hell out of the Ecoboost when they had every chance...

[ivorya]

I've been saying it for years.
Journo's created fear for Mitzu Magna, and Manufacturing jobs lost. They then turned to Ford, now as of 2016, more manufacturing jobs lost.

Question is, will they then turn to Holden?
Is all the negative publicity part of a political push to stop Governments spending tax payers money on manufacturing here in Australia?

[GTP534]

Josh Dowling will always be a "baddie" though! LOL!

(Had to get the goodies and baddies in there somewhere!)

[Nikked]

How is/was it's ford fault?


Oh that's right, the falcon didn't become a TDiV10AWDCoupewagonSUVcountypackkeylessstartalleat herparkassistheatedgearnob

[doktoravalanche]

The change to user chooses novated leasing for company cars is a significant contributing factor, give people the choice and they will choose an imported vehicle of the same value rather than a local manufactured 6 cylinder car.

Also the change in Australian society where women now influence more of the family purchasing and don't want a big falcon family car, instead they want something little like a BIG SUV so they sit higher on the road and feel safer.......

Australian journalists didn't kill the falcon, the Australian public did..........that would be us!

[Road Games]

I stopped buying all the magazines looooong ago... now if we all stop qouting the tards they wont have a job to report for ??

Wishfull thinking i guess...

[Nic302ef]

Originally Posted by GQ_Smooth

I blame the boat people, work choices, carbon tax, mining tax, V 456 Visa's, single mothers pensions, insulation bats, work for the dole and the baby bonus.

Have we finished the blame game yet, as Australian's we lead the world in it.

how true lol.


Could we also look at the other issue of australians not having as many kids as in the past???

is this still an issue of concern? as its been awhile since the media or government have mentioned this (baby bonus was ment to encourage people to breed)

Main point im making is that people are happy with a smaller sized car only needing two anchor points as offered from these smaller cars. less kids equates to only needing a smaller vehicle.

I naturaly opted for the territory as its nearly the only one in its clase to offer 5 anchor points for children seats, where as alot of 7 seats vehicles dont.

[danzvtil]

Originally Posted by ivorya

I've been saying it for years.
Journo's created fear for Mitzu Magna, and Manufacturing jobs lost. They then turned to Ford, now as of 2016, more manufacturing jobs lost.

Question is, will they then turn to Holden?
Is all the negative publicity part of a political push to stop Governments spending tax payers money on manufacturing here in Australia?

Journos didnt "turn" on any manufacturer, they reported as they saw it, any aussie made mitsubishi magna/380 always had a great write up, and was proclaimed more refined than falcon/commodore- i know, ive owned them.
Buyer preferences change, economies of scale change, and that there is no longer a "default" car choice (locally built 6 cyl sedan).
The last 2 months has been disastrous for Holden and Ford, lets see why:
Election, fighting over FBT changes,leads to uncertainty
Fuel price continues to rise
Holdens insistence on talking about leaving after Ford made the announcement, means people will be less willing to spend money on a(potentially) orphan car.
Competition/the high dollar means any light/small car is absolutely loaded with features not so long ago reserved for the ultra premium brands-small cars are no longer the poorer choice despite costing around half as much and a locally built large car.
Have you driven a falcadore in a westfield shopping centre carpark latey? I do in my FG ute daily, its feckin long, its feckin wide, its simply TOO BIG for 90% of the driving i do, this is reflected in buyer preferences for smaller cars!

[tezxr8man]

Originally Posted by Loud_Noises

Short answer, no.

Longer answer, Ford failed Falcon, along with the dealer network. Poor marketing of a product that was superior to anything offered in the red camp (and I dare say to a lot of the other large sedan product) and a dealer network that thinks after sales service doesn't go beyond "would you like a complimentary coffee" and "they all do that" is what contributed to the demise of Falcon.

I still think that falcons and commodores are the right car for Australia, where else can you get what they offer with the comfort and practicality of a family car for the price. sooner or later people will realise that MOST SUV's are puss and small hatchbacks may be good for small children but are not real good family cars. and the utes are very capable as a work ute if you buy the right one compared with dualcab utes.
at the moment the perception of Australian cars being BOGAN cars is killing it but every type of Australian uses them from the prime minister to P platers we just think we are better than Bogans without realising we are selling out our country in thinking that way

[UberKnee]

Jouranlists failed Ford in other ways, no matter how good the Falcon is they hated on it, no matter how rubbish the Commodore is they praised everything about it. When Holden have the faster car then speed and power is the greatest thing ever, when Ford have the faster car suddenly they find other things to champion and claim speed is pointless until the S/C GTS came along conveniently.

Ford would have realised its the wrong car for the times when the sales figures are low. Holden would have realised the same thing when they keep selling less and less each year. For whatever reason though Ford and Holden continued/continue to put 99% of their focus upon large cars that don't sell anymore.

[JC]

Originally Posted by Mighty Reds

You did a fair job of it.

But it wasn't his fault - the bolding and underlining had a lot to do with it...

[SpoolMan]

We could keep looking for someone to blame, in the end it comes down to sales and every business wants a return on investment.
Australians are buying SUV's when looking to purchase a big vehicle, times are always changing car manufacturers have to supply what the customer wants to buy.

There is so much choice out there for new vehicle buyers we have never been so spoilt for choice, the competition is making things very hot for some we seen this when Opel pulled the pin after 12 months.
Its all about sales and giving the customer what they want, Ford have some exciting new models coming, hopefully the new line-up will see the blue oval back on top.

[DJR-351]

Originally Posted by Mighty Reds

You did a fair job of it.

I forgot about font size tho......

[castellan]

There's nothing wrong with the falcon at all.
The dealers are responsible for any bad experiences owners have had from what most people i have come across.
So these people bad mouth the product and talking to some they are so vicious it's unbelieveable. and you can't sway them at all because of their experience. even if it was the best car in the world. as they don't want to know about it.

You have a lot of dumb people out there now days as they can't even change their oil or even change a tyre. and look at all the new housing it's rubbish as their is no room to even work on a car. and they have no interest in cars at all it's just transport to them and if something is seen to be trendy they go for it. sipping their lartays jibbering on with their rubbish.