What do Ford Motor Company and Sarah Palin have in common?

November 21, 9:38 AMFord ExaminerMike Karagozian

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Love them or hate them:  No more bland products!    Photo:  Ford Motor Company

At a product preview presentation at Ford’s World Headquarters last year, Ford’s Group Vice President of Global Product Development Derrick M. Kuzak gave a presentation about Ford’s new product lineup and revamped styling philosophy. The theme of his presentation was something along the line of “Millimeters Matter.” He demonstrated rather cleverly how much difference a few millimeters can make in the statement a new vehicle makes to the consumer. He showed how subtle sheet metal changes can alter a vehicle’s styling from Homer Simpson bland to Mr. Incredible cartoon-outrageous.
 
No more bland products
Looking back at less-than-successful product offerings like the old Taurus or the Ford 500, something had to change. The change was: “No more bland, middle of the road products.” The result of this rather bold statement can be seen in new products like the Lincoln MKS, Lincoln MKT, Ford Edge, Ford Flex and restyled Ford Fusion. Nothing bland about those offerings.

Love it or hate it
The new philosophy was summed up by Kuzak, stating, in reference to the Ford Flex, “You either love it or you hate it.” Ford’s recent gains in sales volume and market share in the face of a deep recession and a credit crunch seem to be proving that if you take a stand and put out fresh, bold, innovative products, people will notice. Bland, middle of the road, try-to-please-everyone and hit the lowest common denominator isn’t working any more. Not that it ever did.

Love Sarah or hate Sarah
Which brings us to Sarah Palin. Regardless of one's political philosophy, there’s no middle ground when it comes to Sarah Palin. Whether it’s the news media, Republican Party officials or average citizens, it’s “love her or hate her” with a passion unequaled in recent memory. She is filling auditoriums with cheering crowds everywhere she goes. The Nielsen ratings for every show she appears on are through the roof. Her book will set sales records. Her political action committee, SarahPAC, is raking in dough. “Love me or hate me” is working for Sarah. There’s a message there for any politician willing to take notice. 

The end of bland brand
“Love it or hate it” is working for Ford. Ford is the only domestic auto manufacturer that hasn’t declared bankruptcy or taken bailout money from the federal government. Ford is also the only domestic manufacturer with back-to-back months where sales and market share have improved. Ford is the only domestic auto company to post a (one quarter) profit.  And Ford stock is up.  Ford's stock price has a long way to go, but the trend is in the right direction.  There’s a lesson there for other car companies willing to take notice.

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