Ford boss brings small car smarts

New boss Marin Burela says his long Ford history and small car expertise will be a "tremendous advantage" to Ford Australia, but says he's not looking for quick fixes for the company's woes.

Speaking to the Carsales Network at the Paris motor show, the former executive director of Ford's global small car program affirmed that while small cars were clearly a pivotal part of the carmaker's future Down Under, he wasn't about to ignore the company's large car portfolio. Indeed, he intimated Falcon would continue to be a key part of the Ford Oz strategy.

"There's a significant shift globally to small cars and we can see that shift in Australia. At the same time, what I think we need to be careful of is that we don't throw out the baby with the bath water," the new Ford Australia President and CEO told the Carsales Network. 

"We need to take a step back. Look at where we are heading... Look at our portfolio and make some proactive decisions in terms of how we move forward."

Burela said he was "extremely pleased and encouraged" with his lightning three-day tour to Ford Australia's operations the week prior to the Paris motor show. This week he returns to Oz and will front the media and the industry at the Sydney motor show.

The new boss was clearly impressed by Ford Australia's locally produced large car.

"I hadn't driven a Falcon for years and years and I have to say I was so impressed with the overall quality of the car and, secondly with its technical capabilities."

But when pushed, he conceded that Ford's small car fortunes Down Under were less impressive.

"I think I need to go back and understand in terms of why that is... Is it because the Ford brand is seen to be a big car brand [only in Australia] -- I don't know... Because certainly the Ford brand in Europe is very much a small car; a medium car; a large car [brand].

He continued rhetorically: "So how do we get that message across to the Australian consumer and the Australian press, so that we can go back and build the whole concept... That Ford is everything from a sub-B [segment -- ie: the new Ka] right up to a truck.

"We've got the range. We're very proud of it and we're consistent in what we do," Burela opined.

"For me it's too early to make any direct comment on any happenings in Australia, but I've got to tell you the [auto] industry in Australia seems to be pretty mature and pretty solid. Back when I was in Australia if we ever sold in the 850 to 900 [thousand unit range] we were uncorking champagne bottles -- now we're in the mid-900's and on to a million [sales] and people are talking doom and gloom.

"As much as there are many challenges -- and I'll get to understand those when I get my feet on the ground -- I think there are just as many opportunities and we'll start working on those with the team in Australia and the team here in Europe," he stated.

It's in this area the passionate Geelong FC fan believes he has much to offer the local Blue Oval operation.

"My last role was head of our global small car business. Having had that connection and having worked in Europe; [having] worked with Land Rover, Jaguar and Aston [Martin]; having worked in North America... Being connected with the world of Ford brings an enormous amount of advantage to Ford Australia," Burela enthused. 

Faced with falling sales of Falcon and Territory, and largely ineffective marketing campaigns for his brand's critically acclaimed light, small and medium cars, Burela will need every advantage he can get.

Though no official handover took place between outgoing President Bill Osborne and Burela, the third Ford Australia president in as many years is upbeat about hitting the ground running.

"You know what -- we're now looking forward..."

To comment on this article click here