Odell addressed key dealers from across the continent, as well as union leaders, employees and media. In response to a question from the floor, he said the new CI would be “scalable and affordable” for dealers, taking account of the local area, customer base and profitability of the business.
The second new CI site is Ford Retail at Alperton, West London. If the pilot is judged a success, the new brand identity will be rolled out nationwide.
Odell also announced agreement had been reached with dealers over a more refined logistics system, to tackle excess inventory and correct volumes at reduced market levels.
New cars unveiled to delegates included the Mondeo – on sale late next year – plus a facelifted Fiesta and second generation versions of the Kuga and EcoSport SUVs.
A revamp of the commercial vehicle offering, including an expansion of the Transit family from two unique models to four, was also revealed.
“Every economic downturn leaves winners and losers,” concluded Odell. “From the investment we are making, it should be crystal clear we intend to be winners in Europe. Our partnerships with dealers is critical to our collective success.”
Philip Maskell attended the event and afterwards called it “very reassuring from a dealer investment perspective”.
Author: Richard Yarrow