Ford Falcon fades

Don't expect a big public send-off for Ford Australia's Falcon, which quietly turned 55 this year, or the end of local Ford manufacturing, the 90th anniversary of which also went unnoticed earlier this year.

That's the unequivocal message from Ford Australia, which is now firmly looking forward not backwards, in much the same way Holden's recently outlined future strategy will target 'New Australia' as the last locally-built Commodore rolls off the line in 2017.

Ford Australia president and CEO Graeme Whickman yesterday said funds are being redirected towards profitable segments of the company, rather than nostalgic but unprofitable models like the Falcon, which will be discontinued forever next October.

"We're trying to treat Falcon in a dignified and respected way," Whickman told motoring.com.au at a function to mark the 50th birthday of Ford's You Yangs Proving Ground – one milestone Ford was keen to observe this year.

"Falcon has been an important vehicle for a long period of time. We've had our best talent work on what is a terrific vehicle as well.

"But we're now in the middle of transitioning for the future," he said, as the company prepares to switch from being a car-maker to a full-line importer.

"Therefore the amount of effort – whether the human effort or the financial effort – has to recognise the past but embrace the future. That's the reality."

As for the 90-year manufacturing milestone, Whickman said: "I don't think that manufacturing in Australia for 90 years is necessarily relevant to all Australians," before adding that "there'll be recognition within the organisation, and that's where our heads are at".

Ford Australia was established as a car-maker in 1925 and will retain the largest workforce in the country's automotive industry after Holden and Toyota also cease manufacturing in 2017, with around 1500 staff including about 1100 engineers and designers.

As part of its ongoing integration within Ford's Asia-Pacific product development hub, Ford Australia has developed a number of local, regional and global models, including the Falcon, Territory, Everest, Ranger, Figo, Escort and Taurus.

It has also promised to deliver 20 new models by 2020.

"We worked hard at celebrating Falcon with the fans, and that's in a more direct context, as opposed to spending money in a television context. That's because we have to go and make sure people are aware of products like Mustang, Everest and Mondeo. It's critical, the new Focus too," said Whickman.

"Think about all the new vehicles we've launched this year. If you were in our shoes, which ones would be trying very hard to get the right level of awareness for? Because Falcon doesn't suffer from a lack of awareness.

"It's about getting the good vehicles we offer in front of people. That's a calculated choice. It's not at the expense of treating the Falcon in a bad way though. It's a more appropriate and targeted way," observed Whickman.

The Ford Australia CEO wouldn't be drawn on whether we'll see special 'Sprint' versions of the XR6, XR6 Turbo and XR8 to properly farewell the Falcon next year.

"It sounds like something fabricated to get eyeballs on a story," he quipped.

But he wouldn't deny the Sprint's existence, simply saying: "I have no comment to make on that."

"We don't comment on future product speculation but we'll celebrate the cessation of the Falcon internally and externally in an appropriate way. We want a dignified and respectful end to that vehicle," reiterated Whickman.