Top Management Disconnected From Consumers

[IXFE]

I don’t think it’s fair to compare the bronco launch to the 392/Trx. Those launches were just adding components to vehicles that they’ve already been building. The bronco is a brand new model.

This is simply not true.

The TRX is as new as the Bronco is.

In other words, the TRX is a lot more new than you are giving it credit for (go read about it). And the Bronco isn’t as new as you may think.

The 392 is less new but it’s alot more than just swapping in the bigger the motor. You should read about that too.

Just because a car is a brand new model (eg Bronco) doesn’t mean it’s all new. And ironically the things that make the Bronco all new (eg the tops, suspension, etc) are the things Ford is struggling the most with.

Look, no two launches are identical and I’m not saying these are. But a successful launch is a successful launch. And a failed launch is a failed launch. I am simply not willing to give Ford the Covid pass some here think they deserve. Covid didn’t pick Webasto or mis-forecast the demand for hard tops. Stop blaming the pandemic. No excuses. Just own it.

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[JaxGtc]

Call me an apologist or whatever, I'm cutting them some slack. They have told me about the challenges, the expected wait, and they have even thrown me a bone or two along the way (points, posters, etc.). The world we live in is upside down in many ways, they appear to be doing the best they can with than hand they were dealt.

 

[Monster1926]

This is simply not true.

The TRX is as new as the Bronco is.

In other words, the TRX is a lot more new than you are giving it credit for (go read about it). And the Bronco isn’t as new as you may think.

The 392 is less new but it’s alot more than just swapping in the bigger the motor. You should read about that too.

Just because a car is a brand new model (eg Bronco) doesn’t mean it’s all new. And ironically the things that make the Bronco all new (eg the tops, suspension, etc) are the things Ford is struggling the most with.

Look, no two launches are identical and I’m not saying these are. But a successful launch is a successful launch. And a failed launch is a failed launch. I am simply not willing to give Ford the Covid pass some here think they deserve. Covid didn’t pick Webasto or mis-forecast the demand for hard tops. Stop blaming the pandemic. No excuses. Just own it.

All the Trx is different fenders, bedsides, hood and a different powertrain. It’s not a brand new ground up design like the bronco. The wrangler 392 is a different powertrain with added bracing to the frame. Maybe you should be the one to go read about it.

 

[West1]

Now, now, don't you dare come here with facts. We just can't handle facts as the need to cry, and gnash teeth is just to great. We want our Bronco yesterday, and Ford just can't get their act together to do that.

I do understand that this Bronco launch is driving customers crazy. However, I do agree with you. In my second life I was a peon at a Fortune 500 company that sat in on some of the upper echelon meetings (I had to stay quiet though, peons don't talk). The company directors, if they are smart, understand the customer is who pays their salaries. Without the customer they have no job, or company for that matter. Communicating with the customer is very touchy these days with so many arm chair quarterbacks sitting behind their computers just waiting to put their spin on the latest news. And then you have a fiasco on your hands. With that said it would probably be a good idea for Ford to just say, "Look, we're doing all we can do right now. But, the supply chain is a disaster, and suppliers are in the same boat as we are." One more thing. I would hate to be the guys at the top right now. I can't imagine the pressure they are under from the Board of Directors to get this Bronco show on the road. I wouldn't have their job.

I doubt the Board of Directors would be too critical of the top executives that increased profits from 2.8 billion to 10 billion all while dealing with supply chain issues and the aftermath of a global pandemic.

 

[lobbs611]

They should try talking/communicating with the customer.

What would you like them to say? Information they have in the morning may be outdated by that afternoon. Every single piece of information they do put out there is torn apart and dissected ad nauseum by the community. To offset that a bit, they are putting out releases on general trends not the minutiae of every single development. Those take time to see. It isn't just Ford struggling. The supply chain is hosed in every single industry from potato chips to computer chips.

 

[JDS]

Call me an apologist or whatever, I'm cutting them some slack. They have told me about the challenges, the expected wait, and they have even thrown me a bone or two along the way (points, posters, etc.). The world we live in is upside down in many ways, they appear to be doing the best they can with than hand they were dealt.

100% after all swagbot sent me cool drawings to make me feel better about my early am 7/14 reservation that I will not see till 2023. It’s practically zeitgeist.

 

[Drex]

I do welcome the “woke stances and commercial”. While they can be heavy handed, they are no more so than the ‘Murica! messaging.

Any politically motivated statements risk alienation of potential customers and are the antithesis of sound business practices. Regardless of the message's personal validity to individuals hearing the message they are invariably generated by someone high up in the corporate food chain trying to boost their social standing with their peer group. I personally believe it rises to the level of fiscal malfeasance and they should be removed from their position of a publicly held company as personally held free speech is being paid for indirectly and unwillingly by some shareholders (if they were shareholders before the statements or invested in group 401(k) plans where they are not self directed) as well as the damage to potential customer purchases lost due to said speech. Privately owned companies can do what they want. My opinion is that Ford should get it out of the political statement business and use the resources to, you know .... Build vehicles.

 

[West1]

I re-read my post this morning and regret that it came off so cynical. My point is that top management answers to the Board and Stockholders (no different than any other multinational conglomerate). I do not believe management looks at the Bronco roll out as a disaster. Looking at the numbers they are probably very pleased. There is always room for improvement and management I am sure wishes the roll out went more smoothly, but they are not running around in a panic. Ford will eventually correct the issues, just probably not as swiftly as we consumers would like.

 

[dwfern]

This is all very interesting. I hear a lot of frustration and anger, but honestly... no real suggestions on a viable solution.

I 100% agree there's an opportunity for improved communications from Ford, there always will be... however I think it is a very spot for Ford. Like Mustang this is an enthusiast vehicle with a very passionate fan base... so part of me believes no level of communication will suffice.... additionally, regardless of what the messaging is the same enthusiast fan base will never be happy until the vehicle is in their hands.

With the communications so far, it has already been said without being said blatantly... demand far exceed expectations, Covid f*d up part of the supply chain, chip shortages could be an issue, Ford chose the wrong roof vendor, and Ford is spending time and money trying to fix Webasto and their issues.

So I wrestle with, what do I want to hear and how is it going to help me get my Bronco faster?

If I am being honest, at this point the only communication I want to hear is "You are scheduled for XXXX date."

I understand the issues Ford is dealing with and won't say they did everything perfectly... because no OEM does everything perfectly in a launch... but given the shit show of the world the last 18 months... is any of this surprising? To me no.

I do truly believe the Ford execs and Jim Farley care about the customers and are doing what they can to fix the issue. They are not magical wizards who can wave a wand and instantaneously fix the problem.

I will continue to do my best to look at the positives of the situation and see the progress being made instead of always bitching and moaning and looking at the negative while I anxiously await my communication saying "You are scheduled to be built!"

Oh... lastly... outside of a blatant mea culpa of "We f*d up sorry... doing our best to fix it."... and a part from the Ford Points and swag already given...

What tangible/actionaable thing do you think Ford can do to get our Broncos to us faster?

 

[West1]

This is all very interesting. I hear a lot of frustration and anger, but honestly... no real suggestions on a viable solution.

I 100% agree there's an opportunity for improved communications from Ford, there always will be... however I think it is a very spot for Ford. Like Mustang this is an enthusiast vehicle with a very passionate fan base... so part of me believes no level of communication will suffice.... additionally, regardless of what the messaging is the same enthusiast fan base will never be happy until the vehicle is in their hands.

With the communications so far, it has already been said without being said blatantly... demand far exceed expectations, Covid f*d up part of the supply chain, chip shortages could be an issue, Ford chose the wrong roof vendor, and Ford is spending time and money trying to fix Webasto and their issues.

So I wrestle with, what do I want to hear and how is it going to help me get my Bronco faster?

If I am being honest, at this point the only communication I want to hear is "You are scheduled for XXXX date."

I understand the issues Ford is dealing with and won't say they did everything perfectly... because no OEM does everything perfectly in a launch... but given the shit show of the world the last 18 months... is any of this surprising? To me no.

I do truly believe the Ford execs and Jim Farley care about the customers and are doing what they can to fix the issue. They are not magical wizards who can wave a wand and instantaneously fix the problem.

I will continue to do my best to look at the positives of the situation and see the progress being made instead of always bitching and moaning and looking at the negative while I anxiously await my communication saying "You are scheduled to be built!"

Oh... lastly... outside of a blatant mea culpa of "We f*d up sorry... doing our best to fix it."... and a part from the Ford Points and swag already given...

What tangible/actionaable thing do you think Ford can do to get our Broncos to us faster?

Ford will lean on suppliers (chips and tops), increase production when they have the parts (but not incur additional labor costs, i.e. no overtime). There is nothing else they can do.

 

[IXFE]

All the Trx is different fenders, bedsides, hood and a different powertrain. It’s not a brand new ground up design like the bronco. The wrangler 392 is a different powertrain with added bracing to the frame. Maybe you should be the one to go read about it.

wrong again (so wrong) but not my job to educate you. here’s a hint though…

 

[IXFE]

The world we live in is upside down in many ways, they appear to be doing the best they can with than hand they were dealt.

So you think Webasto was a hand they were dealt?

 

[West1]

Any politically motivated statements risk alienation of potential customers and are the antithesis of sound business practices. Regardless of the message's personal validity to individuals hearing the message they are invariably generated by someone high up in the corporate food chain trying to boost their social standing with their peer group. I personally believe it rises to the level of fiscal malfeasance and they should be removed from their position of a publicly held company as personally held free speech is being paid for indirectly and unwillingly by some shareholders (if they were shareholders before the statements or invested in group 401(k) plans where they are not self directed) as well as the damage to potential customer purchases lost due to said speech. Privately owned companies can do what they want. My opinion is that Ford should get it out of the political statement business and use the resources to, you know .... Build vehicles.

100% agree but I think you proved my point, either management does not know (because there are disconnected from the consumer) or does not care that these political stances alienate consumers. There is really no cost (as of yet) for the alienation. Delta had a ridiculous stance when MLB Allstar game was pulled from Atlanta. But I still fly Delta because they are the cheapest and have the most direct flights to where I need to go.

 

[2021badlands bronco bob]

This take is making a mountain of a molehill. Ford didn’t screw up the bronco launch by any real definition of the word. The only dark spot is an unprecedented disruption to supply chain that is hitting everyone.

I know a ton of senior Ford execs (I work for another OEM but worked on Ford strategy at my old consultancy), and my business school classmate Esteban is the Bronco program manager. They are absolutely not out of touch and agonize over trying to do the right thing by their customers.

Ya right. Don’t look up because the sky is blue you’ve been laid to again it’s not Ford blue .
As for you knowing Esteban . Oh boy. That makes it all better. Just call it what it is. “ your a Ford fan boy “

 

[Stroopaloop]

For the second half of 2021, Ford expects to earn about $3 to $4 billion. That means for the full year, Ford now expects about $9 to $10 billion in operating profits. This beats the $2.8 billion earned in 2020.

The Bronco rollout is characterized as a marketing fiasco by Ford loyalists and Bronco enthusiasts (rightly so). However, top management, who is beholden to the stockholders and not the customers, only sees the bottom line, i.e. great press and great profits.

Top management of multinational corporations are disconnected from consumers. Look no further than the woke stances and commercials by big corporations. It is a mistake to think that Ford is overly concerned with customer frustration with the Bronco. The 2021 customers pushed to 2022 or 2023 will just help FY profits/sales for those subsequent years. Ford will do what is best and cost effective for Ford, not the consumer.

I read and loved this article. Feel it goes along with top management disconnected post. We all get Rona affects things but not an excuse for lack of commo, poor customer service etc.

https://www.deseret.com/platform/am...use-of-covid-excuse-for-poor-customer-service

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