Ford To Go Head To Head With VW In Germany
Ford is seeking to boost its image and its prices in Germany. Ford CEO Alan Mulally is aiming to replicate in Germany what he achieved in the United States: Use fuel economy, power and technology including voice-activated stereos to command more respect and cash from car buyers. Ford says its retail prices lagged VW by an average of 6.3 percent in the past eight months. The automaker ranks fifth in sales, with 7.5 percent of the German market, according to J.D. Power & Associates.
That’s less than half the 20.8 percent for Volkswagen. In Germany, Ford also trails Daimler AG’s Mercedes-Benz, General Motor Co.’s Opel brand and Audi. To take on VW, Ford is promoting its ties to Germany and trying to position itself as a technology leader. This month, it outfitted 1,100 German sales people with iPads loaded with a special Ford sales application that demonstrates fuel-saving technology. It is doubling the size of its stand at the IAA in Frankfurt this September, adding a test track and hands-on displays that will make it “an adult science museum,” said Jim Farley, Ford global marketing chief.
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