Ford – we are not leaving!

The false perception that Ford is leaving the Australian market when it stops local manufacturing no later than October 2016 is hurting sales of the company's vehicle lineup says president Bob Graziano.

The blue oval announced its withdrawal from local manufacturing, the death of Falcon and the end of Territory SUV as a locally built model in May 2013.

Sales of Falcon and Territory have continued to slide – although some sort of bounce is expected courtesy of last week's farewell FG X and SZ II launch – but the Focus and Fiesta small and light cars are also off more than 20 per cent in 2014. Year to date, overall Ford sales are also off 6.2 per cent.

Overall, the Ranger utility is by far Ford's best performing model.

"You have got a subset of the population out there that thinks Ford is leaving in 2016 and that's slowly subsiding as people understand we are still going to be here," Graziano told motoring.com.au at last week's FG X and SZ II launch.

"We are still going to add to the portfolio. And for us it's just getting people into our dealerships and letting them experience how great these products are."

Ford is counting on a roll-out of new and updated models in 2015 including new engines in the Kuga, the latest generation Mondeo, updated Focus and Ranger, Everest and Mustang, to get interest in the brand headed upwards again after 10 years of decreasing sales.

As reported last week by motoring.com.au, there is now a sense of urgency at Ford about the need to 'transform' its business to a private customer and retail focus with the end of local manufacturing.

"I think it [the transformation message] is getting through internally as well as externally," Graziano said. "We are seeing that transition, we are seeing it at the dealer body and we are seeing it at the company as well.

"At the end of the day ... it is ultimately going to be up to the consumer here in Australia," added Graziano. "All we can do is put our best foot forward with the products. We think we have outstanding products and we are just encouraging everyone to come in and try them for themselves."

Graziano rejected the suggestion that launching a last Falcon range would hinder that transformation, as the company seeks to change its image. It does not plan to replace the FG X directly, instead the Mondeo will be Ford's largest orthodox sedan.

"We would refer to it as the best Falcon and that is the position we are taking with the vehicle and we are going to celebrate the vehicle and that is what we are doing," Graziano said.

"To me this really is the best Falcon we have done and I am really proud of what the team has been able to do and I think it again emphasises the capability of the team we have here from a development perspective, from a design perspective and it brings all that together.

"So we have as a team a lot of pride in putting them out on the road and getting them to the dealers."

The Mondeo launches in February with a significant amount of technology the Falcon lacks and an all four-cylinder turbocharged petrol and diesel engine lineup. Graziano said the two cars could live in the market with each other.

"I don't think it is difficult to bring that [Mondeo] in," he said. "We have it in the portfolio today and we are bringing a freshened vehicle in. It's an outstanding product and we are looking forward to having it in the showroom.

"I think it will bring slightly different customers to what we are seeing with the Falcon today. And yes, it will be here going forward, but again it's just part of a broader portfolio for Ford."