Two Ford Motor Co. executives focused on the topic of residual values at the Automotive News Europe Congress, indicating renewed zeal for the topic at the world's second-largest automaker.
'For me, the ultimate true measure of brand management is the resale value,' said Wolfgang Reitzle, chairman of Ford's Premier Automotive Group, which includes the luxury brands Aston Martin, Jaguar, Land Rover, Lincoln and Volvo. 'Everything is reflected in that: attractiveness, quality, reliability, dealer service, image. Everything ends up in the resale value. That's where the customer decides how good the product really is.'
Nick Scheele, chairman of Ford of Europe, said resale values are at the heart of Ford's drive to restore the image of the Ford blue oval brand in Europe.
Scheele said: 'The Ford brand is going to be contemporary, it is going to have relevant styling and features. It will have great durability, reliability and great sustained residual values.'