Aussie Ford F-150 – by Holden
Former GM engineers pivotal to local production of iconic Blue Oval pick-up truckAustralians eagerly awaiting the factory-backed, locally-converted Ford F-150 will be appreciating engineering ability honed by arch-rival General Motors Holden when they settle into their new full-size pick-up from mid-2023.
French automotive engineering giant Segula Technologies is playing a key role in developing the left-hand drive icon for right-hand drive, but many of the personnel involved previously worked at now-defunct Holden.
“We do laugh and joke about that a little bit,” admitted Ben Walhout, managing director of Segula Technologies Australia.
“Coming from Holden you always think you are a bit superior to the other brands and we have different ways of doing things.
“But there are actually a lot of parallels and similarities between the OEMs (vehicle manufacturers) and the guys pick up on that pretty quickly.
“It is a great product too, pretty world renowned.”
Ford Australia awarded the conversion contract for the F-150 to the Thai RMA Group, which in turn handed the engineering contract to Segula.
Segula staff working on the F-150 program with Ford Australia oversight have been specialising in engineering and CAD design in chassis, electrical, body, interior, lighting, HVAC, safety and validation.
RMA Group is the prime investor in the project and has responsibility for developing the assembly line on which the F-150 will be converted.
New to the conversion business in Australia, RMA beat out bidders such as the established Walkinshaw Group and Premcar to the F-150 project.
It will be the first major automotive project for Segula in Australia.
Originally established here in 2017 to predominantly work on local rail projects with Bombardier, Segula’s expansion into automotive came with the arrival of Walhout in May 2020 from Holden, just months before the iconic brand was shuttered.
Walhout worked at GMH for 17 years and his final post was engineering group manager for virtual engineering design.
“I was approached by Segula looking at the opportunity of growing and expanding that rail team with the designers I had in my team at Holden,” Walhout recalled.
“That very quickly turned into them wanting us to grow the business and branching out into different domains.”
Walhout admitted the early days of the expansion were nervous because the work hadn’t yet been found to justify the staffing level.
“Some small opportunities did open up in auto pretty quickly and then the big one quickly followed, which was the F-150 bid,” he recalled.
“That’s the one that really enabled us to pull a lot of the team back together and really get going.”
From 30 staff in 2017, Segula Technologies Australia has grown its head count to more than 150. About 60 per cent are ex-Holden.
The company’s Victorian office in Port Melbourne – a five-minute walk from the old Holden buildings – has now also become the Asia-Pacific HQ for Segula.
Walhout says recruiting so many staff from Holden has shortcut the company’s learning curve.
“The F-150 team was over 30 people and they all knew each other quite well so they have gelled from day one and slotted into their roles.
“I think that’s helped with our success with F-150. Not only the skills and experience of the people but how well they work together as well.”
With the Aussie- F-150 headed for launch in 2023, Segula’s challenge is to find more automotive work in a small and challenging auto industry.
It has some other smaller local clients, including in the truck industry. It has also developed its export business with about 25 per cent of its work headed off-shore, including auto-related jobs for other Segula divisions.
Happily, the change of federal government and the increased focus on EVs has prompted new potential auto businesses and clients to come knocking on Segula’s door.
“The auto story keeps going, it doesn’t want to die, which is good. That is our base,” Walhout said.
“There is a new start-up every week wanting to convert a ute or car to electric, or hydrogen.
“But how confident am I in that? It all comes down to the business case and that can be a battle.
“But if its structured correctly and they get the right funding and support from government as well as private equity and there is enough passion and interest behind it, there is no reason that can’t be reinvigorated.”
But Walhout also admitted the company would seek opportunities in other industries.
“There are lots of opportunities which is good. The plan is for diversification and that comes into focus next year with some defence and potentially some mining work as well.”
Related: Official: Ford F-150 confirmed for Australia
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