Bradford Wernle

Ford Reporter

Address: 1155 Gratiot Ave.
48207-2997 Detroit, Mich.
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Phone: 313-446-0374
E-Mail: bwernle@crain.com

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Recent articles
Ford's Farley sees Europe as a lab for learning
12:01 am U.S. ET | Nov. 22
When Jim Farley started his first tour of duty in Europe in 1997, he had a lot to learn. Now he's going back to run Ford's European unit. "I got my PhD in small cars walk ...


Ford freshens Explorer with higher trim package for '16
12:01 am U.S. ET | Nov. 19 | UPDATED: 11/19/14 4:22 pm ET - adds link
Aiming to lure more upscale customers to its Explorer crossover, Ford today at the Los Angeles Auto Show unveiled a freshened 2016 Explorer with more available content. ...


Ford preps larger, 3-row Edge for China
6:13 pm U.S. ET | Nov. 18
Ford will make a version of the Ford Edge with three rows of seats for the Chinese market, Jim Farley, Ford executive vice president of global marketing, sales and servic ...


Shelby GT350 Mustang guns for Europe's performance cars
9:00 am U.S. ET | Nov. 17 | UPDATED: 11/17/14 9:23 pm ET - adds details, video
With the newest Shelby GT350 Mustang, unveiled Monday in the garage of the late Carroll Shelby in Gardena, Calif. ...


Lincoln dealers sign up to offer exclusive Black Label series
12:01 am U.S. ET | Nov. 17
Lincoln has signed up 32 dealers in six states for its new Black Label luxury subfranchise. ...


Fields: Ford slows ramp-ups
12:01 am U.S. ET | Nov. 17
After launch problems crippled the rollout of the Ford Fusion and Lincoln MKZ, Ford Motor Co. throttled back aggressive ramp-up timetables, CEO Mark Fields said in an exc ...


Inside Ford's retooled F-150 plant
12:01 am U.S. ET | Nov. 16
Ford's conversion of a 2.6-million-square-foot Michigan truck assembly plant to build the aluminum-body 2015 F-150 pickup has altered the look of the factory, body shop a ...


On the line, new F-150 is good for workers, not so ideal for haberdashers
12:01 am U.S. ET | Nov. 12
Now that there are no longer any big robot-mounted welding guns throwing off showers of sparks, engineer Ron Ketelhut doesn't have to worry about getting burn holes in hi ...


As Ford F-150 output starts, Fields says dealers will be fully stocked by Q2
12:01 am U.S. ET | Nov. 11 | UPDATED: 11/11/14 4:10 pm ET - adds link
The first production version of the aluminum-body 2015 Ford F-150 pickup rolled off the line today at a Ford plant in Michigan after years of preparation. ...


GM recall controversy could eclipse Ford-Firestone, PR guru Vines says
4:09 pm U.S. ET | Nov. 10
When it comes to public relations crises in the automobile industry, the Ford-Firestone tire controversy in the early 2000s was the biggest. Jason Vines should know. He w ...


Ford's Farley, Odell to swap jobs
4:15 am U.S. ET | Nov. 7 | UPDATED: 11/7/14 9:20 am ET - adds announcement, details
Ford global marketing chief Jim Farley will move to Germany to steer Ford of Europe starting January 1 in a job swap with European boss Stephen Odell, the company said. ...


Ford body shops gear up for aluminum
12:01 am U.S. ET | Nov. 3
The 2015 F-150 is a big deal because no company previously has manufactured a mass-market pickup with an aluminum body. ...


A Ford Quick Lane sized for Texas
12:01 am U.S. ET | Nov. 3
On a clear day, you can see Pep Boys, Jiffy Lube and Firestone service shops from Planet Ford-Lincoln in Spring, Texas. Still, the dealership is building the largest Ford ...


Premium Lincoln platform could underpin new sedans, crossovers
12:01 am U.S. ET | Nov. 3
Ford Motor Co.'s plans for Lincoln may be even bigger than the company let on at its Sept. 29 investor day, when Lincoln President Kumar Galhotra announced plans to spend ...


Freshened 2016 Ford Explorer to debut in L.A.
4:32 pm U.S. ET | Oct. 29
Ford will reveal the 2016 Ford Explorer at the Los Angeles Auto Show on November 19. The latest version of the Explorer will go on sale next year in North America, Ford s ...


Lincoln's McConaughey ads get another parody, this time from SNL
4:10 pm U.S. ET | Oct. 27
If the success of an ad campaign -- and the brand it touts -- was measured by the number of parodies it generated, Lincoln's moody ads featuring Oscar-winning actor Matth ...


Dealer takes flight to get patient to needed care
12:01 am U.S. ET | Oct. 27
Mary Margaret Lynn of Cape May Court House, N.J., knows what it's like to go from giddy joy to overwhelming sorrow all in the span of about two weeks. ...


N.J. dealer lets customers choose the charity
12:01 am U.S. ET | Oct. 27
One dealer's charitable impulse turned into a community fundraising powerhouse under the banner Kindle Community Challenge. ...


Ford's Fields takes his lumps in Q3, looks to next year
7:06 am U.S. ET | Oct. 24 | UPDATED: 10/24/14 4:23 pm ET - adds stock close
Ford CEO Mark Fields today delivered the first report card on his performance since taking over for Alan Mulally. He gave every sign that he'll have more to show off next ...


Ford cuts Focus Electric price by $6,000
3:23 pm U.S. ET | Oct. 21
Ford slashed the price of the Focus Electric by $6,000 to $29,995, including shipping. The price reduction will remain in effect for all 2014 models and will continue whe ...


Ford steers C-Max ads away from mpg
12:01 am U.S. ET | Oct. 20
Since Ford was forced to restate the estimated fuel economy of its C-Max Hybrid -- first in August 2013 and again in June -- the brand's marketers have rethought how to s ...


Scrap metal pays for pizza at Faulkner
12:01 am U.S. ET | Oct. 15
Scrap dealers show up once a month at Faulkner Hyundai on the northeast side of Philadelphia and haul away the worn-out parts from the service department. ...


2015 Ford F-150 lassos Truck of Texas award
1:49 pm U.S. ET | Oct. 14
Ford's 2015 aluminum-body F-150 pickup has taken home the prestigious Truck of Texas award, handed out annually by the Texas Auto Writers Association Truck Rodeo. ...


Ford goes Hollywood at virtual reality studio
12:01 am U.S. ET | Oct. 14
Studio 2000X, Ford's virtual reality design house where Disney-style technology meets the car industry, is used to build advanced renderings of vehicle designs to show to ...


Texas dealer Sam Pack thins his vintage car collection
12:01 am U.S. ET | Oct. 12
Sam Pack, a Dallas-area Ford dealer and antique car collector, will sell 132 of his 473 cherished vintage automobiles at an auction in Dallas on November 15. ...


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How 3 dealerships are connecting with tech-savvy shoppers

Three dealers have found ways to forge bonds with car shoppers who are short on time and long on Web smarts. A Honda store has mobilized a young sales team hired from Starbucks and Best Buy. Mon., November 17
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