How is Ford still alive? If I look back even 10 years ago, Ford seemed to be completely on the ropes. Let’s take a look, shall we?
Ford’s 2004 product line:
Crown Victoria: Chevy ceded the Police/Fleet market to Ford when it killed the Caprice in 1996. That’s the only reason this relic was still being sold. It had a boat-anchor 4.6L Mod motor pushing out barely over 235 hp and a gas tank that could kill you in a rear-end accident. E150/E250 Econoline. Same mod-motors but terrible transmissions. Still, they were the cheapest boxes on wheels to carry stuff, so they endured, getting 12 mpg lumbering in the slow lane dropping transmissions along the way. Escape CUV. Reasonable little trucklet, but an also-ran compared to the RAV4/CR-V that dominated. Expedition. The best large SUV ever made, overseen by John Krafcik, including an independent rear suspension. Krafcik would go on to bigger things. The Expedition would not; SUV sales were beginning to tank as a decade of higher gas prices and recession (culminating in 2008’s Financial Crisis) set-in. Still saddled with the mod-motor lump, but good package otherwise. Explorer. The Explorer never recovered from the rollover debacle in at the turn of the millenium. People finally wised-up that they didn’t need an ungainly, thirsty vehicle to carry 4 people and stuff. (They’d like an ungainly vehicle that wasn’t thirsty, and that’s how we got the CUV.) Ford rode the Explorer much too long before trying to find a replacement. Ford Explorer Sport Trac: It’s an automotive mullet. Business in the front (Explorer), party in the back (F-150). Handled about as well as you’d think it would given those Frankenstein origins. The F-150. It’s a testament to the innate goodness of these trucks that an effeminate redesign (1996) and a truly underpowered set of motors (yep 1996, too) couldn’t dislodge it from selling like beer in a college town. Well, that…and an incredibly loyal customer base, the crushing ineptitude of GM, and the perennial also-ran status of everyone else. But, that’s another story for another day. The F-150 carried Ford, and still does. The Focus. Ah, the remnant of Jac Nasser’s “World Ford” initiative of the 90’s. Auspiciously the same car they got in Europe, but less reliable and cheaper. Increasingly uncompetitive with a flock of Koreans, and it couldn’t touch the Corolla or Civic for refinement or reliability. See a theme here? “Also ran.” The Freestar. Ah, mini-vans. They used to make those, didn’t they? Freestar was a barely redone Windstar, a van that couldn’t compete with Chrysler, let alone the contemporary Sienna and Odyssey. Granted, it could hold 8 in relative comfort. Too bad it couldn’t hold transmission or head gasket integrity. Another convenient Ford theme: Awful motors. Mustang. The last hurrah of the Fox body Mustang. Or, if you like, the 26th (!) year of a platform that dated back to the Ford Fairmont in 1978. Ranger. The 3.0 V6 in there powered the Taurus. The ORIGINAL Taurus. “Fresh” from its redesign in 1996 (!), the Ranger would ironically be the 2nd best compact pickup you could buy until its demise because the factory tooling simply forgot how to make something so old. The Ford Taurus. Yes, really…this refugee from the Ovoid disaster of 1996 was still being sold and tried to compete with the new Accord and Camry. Aside from interior space, the it was painfully out of date, and its Duratec 3.0L was underpowered, comparatively thirsty, and unreliable. Thunderbird. It was ugly, slow, thirsty, pricey, and stemmed from the compromised DEW98 (Jaguar S-type, Lincoln LS) platform. Another sad theme: Mediocrity. So, there you have it. At best, you have outdated nameplates; at worst, you have products that never should’ve existed. If GM was dead-at-the-wheel, then Ford was surely asleep at it. So, how did they grow and thrive through the toughest financial conditions in the last half-century?
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