Jim Donaldson, president of Ford of Europe, was interviewed at the Geneva auto show by Georg Auer of Automotive News Europe
What do you think of the name Focus?
Focus is the word I have used most since being appointed. We have to focus on just a handful of matters to get things right in Europe.
The second word I use is 1/8continuity,' as best shown in the Ford Transit.
This really carries the brand message of quality, reliability and cost effectiveness.
We have to find similar elements for the cars. We have to focus our efforts and believe in ourselves and our strength to get things done our way.
There is time for analysis, for debate and then for executing decisions. And we are right in the middle of this.
What is your biggest task?
We have continuity in our brand. One can distinguish a Ford from other makes.
If I had to define my task, besides leading Ford Europe back to profitability, I would say it is in recreating the value of the Ford oval.
There will be significant changes in marketing and sales.
There will be fewer dealers so each will have higher volumes and be better able to ensure customer satisfaction.
Dealer reaction is mixed, but most are positive, as no one is happy with their current margins and revenue.