New Ford Australia President & CEO

Dr Smith · 03-08-2020, 06:26 PM

https://www.carexpert.com.au/car-new...sident-and-ceo

Kay Hart has been replaced as CEO and president of Ford Australia after just over two years in the role.

Ms Hart has been moved to a new role as Ford’s global enterprise product line manager, van and bus.

Her replacement is Andrew Birkic, who has been with Ford since 1994 across Australia, Asia, and the USA.

He’s most recently served as director for dealer development and consumer experience at Ford Asia Pacific in Shanghai, prior to which he worked on the consumer experience in Detroit.

“I am thrilled to be re-joining the fantastic team in Australia and New Zealand,” said Mr Birkic.

“I know how passionate and accomplished the team is, having spent the past two years working with the Ranger and Everest development team to grow the brands across more than 180 markets.

“I look forward to working closely with our team and dealers to serve our customers.”

Ford is currently sitting fifth on the Australian sales chart, having delivered 27,651 cars in the first half of 2020. Its sales are down 18.7 per cent to date, compared to a wider market decline of 20.2 per cent over the same period.

The brand’s volume is driven largely by the Ranger ute, which is consistently nipping at the heels of the HiLux atop the VFACTS sales charts.

However it is getting ready to welcome a new Escape SUV to take on the Toyota RAV4, which will give it a much-needed boost in one of Australia’s most competitive segments.

UTXR8 · 03-08-2020, 06:49 PM

new president of an irrelevant and souless hulk....well done mate...

simon varley · 03-08-2020, 07:33 PM

just reinforcing that really Ford Australia is a sales company now :(

unlike the PD team members of IMG who just happen to be based in Australia

Citroënbender · 03-08-2020, 07:36 PM

Great gig, running after Tojo buyers, shouting “Wait for me! Wait for me!”…

oldel · 03-08-2020, 10:15 PM

Quote:

Originally Posted by Citroënbender

Great gig, running after Tojo buyers, shouting “Wait for me! Wait for me!”…

People that buy toyotas don't consider any other car, they just consider corolla, camry, prius, hilux, rav4 or landy and which one of them suits their needs. No point going after those buyers until public opinion has swayed (took 40 years to build that rep, good luck trashing it in 20 years if the boss keeps changing and there's no consistent long term vision).
People that aren't fond of toyo and think they are over-hyped, over-promise and under deliver have already switched to mazda.
No chance swaying the euro buyers either.

Ford needs to go after mits, nissan, honda and holden buyers because that's the fish in a barrel.
Big advertising campaigns and better run dealerships with better salespeople making it a nice buying experience with get ford buyers. Changing the person paid loads at the top will not - they can't control the dealership experience at all - they're franchises that are slow to change.
Also they haven't run a good ad campaign for decades. Good ones were for the BA and also for the typhoon.
Recent ones were annoying talk about some boring stuff that even if you were interested mildly the dealership experience would have put you off, or some family or friend probably would have said something bad and that would be enough to put the buyer off because it wasn't attractive enough in the first place.

**Polyal** · 04-08-2020, 06:55 AM

Quote:

Originally Posted by simon varley

just reinforcing that really Ford Australia is a sales company now :(

unlike the PD team members of IMG who just happen to be based in Australia

RIP FoA, I had a small taste in 2005/6 but its just a shell now.

Id kill for that job but as above shes just a sales manager position now. If they didnt have the Mustang it would be pretty stale. Sorry, T6 is cool too.

CyberWasp · 03-08-2020, 07:38 PM

I am presuming his 1st action will be the rebirth of the Falcon.

Franco Cozzo · 03-08-2020, 07:41 PM

Quote:

Originally Posted by simon varley

just reinforcing that really Ford Australia is a sales company now :(

unlike the PD team members of IMG who just happen to be based in Australia

Ford Australia loves playing musical CEO - here's a new guy the same as the 10 before and the 10 after

fnp · 03-08-2020, 10:24 PM

Quote:

Originally Posted by CyberWasp

I am presuming his 1st action will be the rebirth of the Falcon.

Yes, he's going to restart AU production.

**Polyal** · 04-08-2020, 06:56 AM

Quote:

Originally Posted by fnp

Yes, he's going to restart AU production.

You know, I wonder what business case you could muster in repro genuine Tickford/FPV parts?

The volume probably isnt there, but we have better technology now to produce in smaller numbers. Many OEM's have started programs but admittedly with products that are global.

Bolly47 · 04-08-2020, 09:26 AM

Quote:

Originally Posted by fnp

Yes, he's going to restart AU production.

I do hope so including new falcon & territory

jpd80 · 04-08-2020, 07:16 AM

Kay Hart was given the impossible task of making the new Focus work in Australia,
now she's off to position of product line manager of bus and van.

Andrew Birkic has a similar mountain to climb with new Escape,
I'm amazed at the number of people that Ford burns through.....

Except for Ranger, every other product idea is a top down decision on what
customers will be offered without once considering what they would like.
Sticking with over priced diesel escape instead of affordable petrol hybrid
to compete with RAV4 is an insanely misguided move, it's the same old,
out of date product decisions, over and over.

Toyota did not bring the PHEV RAV4 because it knew that sales would
low or almost impossible to get. Ford seems to be going against the
grain with this one, I dunno but the price of PHEV Escape is very high.

Dr Smith · 04-08-2020, 07:26 AM

Quote:

Originally Posted by jpd80

Kay Hart was given the impossible task of making the new Focus work in Australia,
now she's off to position of product line manager of bus and van.

Andrew Birkic has a similar mountain to climb with new Escape,
I'm amazed at the number of people that Ford burns through.....

Except for Ranger, every other product idea top down decision on what customers will be offered without once considering what they would like.

We just bought our daughter an SA Focus Titanium and I have to say it's a great car...bit too low for me to get in and out of with the "old-man knees" issue however all the safety tech, sunroof and heads up display plus it's got more go than I realised...you would never know it's a 3 cyl but makes a great sound when pushed.

I just feel if Ford are going to charge a premium for their cars like Escape then they cannot to get a big jump in sales as the brand just doesn't carry that image in the real world. Stick to good value, fun to drive and maybe that will slowly grow volume.

Dr Smith · 04-08-2020, 07:30 AM

Quote:

Originally Posted by jpd80

Kay Hart was given the impossible task of making the new Focus work in Australia,
now she's off to position of product line manager of bus and van.

Andrew Birkic has a similar mountain to climb with new Escape,
I'm amazed at the number of people that Ford burns through.....

Except for Ranger, every other product idea is a top down decision on what
customers will be offered without once considering what they would like.
Sticking with over priced diesel escape instead of affordable petrol hybrid
to compete with RAV4 is an insanely misguided move, it's the same old,
out of date product decisions, over and over.

Does Ford Australia really choose what they want from what's available or is that a Ford Europe decision on what we are able to receive or Ford US decision?

Crazy Dazz · 05-08-2020, 12:58 AM

Quote:

Originally Posted by jpd80

Kay Hart was given the impossible task of making the new Focus work in Australia,
now she's off to position of product line manager of bus and van.

Andrew Birkic has a similar mountain to climb with new Escape,
I'm amazed at the number of people that Ford burns through.....

I will never understand Ford's attitude towards the Power-Shart.
It was a questionable concept to begin with, certainly something that she have been treated with a lot of scepticism and caution. When it was proven to not work, they should have dumped the concept then and there. Reprogrammed them all as "Clutchless Manuals", and simply stopped selling automatics whilst they rushed obsolete slushboxes back into production.
I can, to a point, comprehend the corporate mentality of defending the crap they had already sold, but what astonishes me is that they kept on flogging them.
I know the institutional mentality is bringing a replacement into production takes years, but surely there were alternatives? Revert to a previous design, or just buy your trannies from Mazda or Volvo.

And then, when they finally bring the new models to market, instead of trying to recoup lost ground, or even re-establish the reputation by filling the market, they took an attitude of "our cars are too good for you peasants" and tried to market them as a premium product.

jpd80 · 05-08-2020, 06:15 AM

Quote:

Originally Posted by Crazy Dazz

I will never understand Ford's attitude towards the Power-Shart.
It was a questionable concept to begin with, certainly something that she have been treated with a lot of scepticism and caution. When it was proven to not work, they should have dumped the concept then and there. Reprogrammed them all as "Clutchless Manuals", and simply stopped selling automatics whilst they rushed obsolete slushboxes back into production.
I can, to a point, comprehend the corporate mentality of defending the crap they had already sold, but what astonishes me is that they kept on flogging them.
I know the institutional mentality is bringing a replacement into production takes years, but surely there were alternatives? Revert to a previous design, or just buy your trannies from Mazda or Volvo.

And then, when they finally bring the new models to market, instead of trying to recoup lost ground, or even re-establish the reputation by filling the market, they took an attitude of "our cars are too good for you peasants" and tried to market them as a premium product.

Right at the very start, putting a 2.0 engine in front of that dry clutch manual was problematic
and that was revealed during development when engineers couldn't get the slip angle to work.

Yes, Ford's biggest fail with PowerShift was not admitting defeat and moving to the 6F auto earlier,
the Americans also passed on the 2015 update to 1.5 EB/ 6F auto, they kept selling PowerShift
in the focus for another four years when the ROW already had the solution.

But the really disgusting thing for many was how badly Ford treated their affected customers,
that Ford had to be forced by court action to do the right thing was a real low point in basic trust.

Crazy Dazz · 05-08-2020, 02:23 PM

Quote:

Originally Posted by jpd80

But the really disgusting thing for many was how badly Ford treated their affected customers,
that Ford had to be forced by court action to do the right thing was a real low point in basic trust.

Yep, I just don't understand what they expected to happen.
This wasn't a minor foible that loving owners would learn to overlook & forgive, nor a disappointment that fades over time. The cars became undriveable and only got worse. What did they think was going to happen?
At best owners swallowed huge losses and bailed, completely trashing the brand's rep in the process.

Franco Cozzo · 05-08-2020, 02:41 PM

Quote:

Originally Posted by jpd80

Right at the very start, putting a 2.0 engine in front of that dry clutch manual was problematic
and that was revealed during development when engineers couldn't get the slip angle to work.

Yes, Ford's biggest fail with PowerShift was not admitting defeat and moving to the 6F auto earlier,
the Americans also passed on the 2015 update to 1.5 EB/ 6F auto, they kept selling PowerShift
in the focus for another four years when the ROW already had the solution.

But the really disgusting thing for many was how badly Ford treated their affected customers,
that Ford had to be forced by court action to do the right thing was a real low point in basic trust.

Classic Ford though

Ford Pinto - cheaper to pay out victims rather than recall vehicles.

Ford Explorer/Firestone Tyres - damaged a 100 year old business replacement.

Ford Focus Powercrapola - damaged relationship with customers.

au2000 · 05-08-2020, 10:02 PM

Quote:

Originally Posted by Crazy Dazz

And then, when they finally bring the new models to market, instead of trying to recoup lost ground, or even re-establish the reputation by filling the market, they took an attitude of "our cars are too good for you peasants" and tried to market them as a premium product.

This. .. is a perfect way of describing the current issues with focus lack of sales and ford's general perception now as far as most consumers see them, unless you want a ranger or mustang..

The only new fords i see in my work carpark now are a couple of new rangers and 1 new mustang..

New president will have to do alot of work in the space of rebuilding customer trust in their products.

simon varley · 04-08-2020, 09:18 AM

a bit of both I believe. Europe certainly prioritises it's own markets so there are times when we only get the left overs or run out models, but that's not true all the time.

there are also issues that we are still only a st5 market where the top drawer Euro offerings are only st6 which we can't really get here as our fuel is still not good enough

jpd80 · 04-08-2020, 02:49 PM

Quote:

Originally Posted by simon varley

a bit of both I believe. Europe certainly prioritises it's own markets so there are times when we only get the left overs or run out models, but that's not true all the time.

there are also issues that we are still only a st5 market where the top drawer Euro offerings are only st6 which we can't really get here as our fuel is still not good enough

And this is why chasing diesel SUV sales in a compact is a becoming nonsense,
Europe passed on the 2.5 hybrid Escape for diesel but got the PHEV Escape.
so now, Ford won't have a hybrid to put against the hot selling hybrid RAV4

Once again, I think Ford just made another tactical blunder by lumping us in
with Ford UK, they just don't get the subtle differences that exist between us.
FOA now adopting the attitude that every sale needs to be $40k-$60k just to
impress their Dearborn brass.

zilo · 04-08-2020, 05:30 PM

Quote:

Originally Posted by jpd80

Once again, I think Ford just made another tactical blunder by lumping us in
with Ford UK, they just don't get the subtle differences that exist between us.
.

.
It's the right hand drive head ache for them....they just can't make it work any more.
Ford certainly don't have a hope, or even try, to sell in the RHD Japanese market...

Syndrome · 04-08-2020, 10:57 AM

Andrew Birkić second Australian of Croatian background to head FoA. First was Marin Burela.

**Polyal** · 04-08-2020, 11:20 AM

Quote:

Originally Posted by Syndrome

Andrew Birkić second Australian of Croatian background to head FoA. First was Marin Burela.

And? What a fun fact. The former was hardly memorable.

MethodX · 05-08-2020, 05:37 AM

Quote:

Originally Posted by Polyal

And? What a fun fact. The former was hardly memorable.

Second Slav then.

csv8 · 04-08-2020, 11:37 AM

Ford are replaying the ridiculous Ranger ad . The one on "where babies come from"!!!!!
That the best Ford marketing can do ???????

Franco Cozzo · 04-08-2020, 12:24 PM

Quote:

Originally Posted by csv8

Ford are replaying the ridiculous Ranger ad . The one on "where babies come from"!!!!!
That the best Ford marketing can do ???????

I can't remember the last time I've seen an ad for a car manufacturer, I don't watch TV.

The last one I remember was that stupid walking fingers ad for the FG Falcon.

What a piece of crap that was, the last good Ford ad was the B series Falcon Ute one with the kebabs, beer truck, 280" TV and police targeting metrosexuals sign.

Sprintey · 04-08-2020, 02:52 PM

Quote:

Originally Posted by Franco Cozzo

I can't remember the last time I've seen an ad for a car manufacturer, I don't watch TV.

The last one I remember was that stupid walking fingers ad for the FG Falcon.

What a piece of crap that was, the last good Ford ad was the B series Falcon Ute one with the kebabs, beer truck, 280" TV and police targeting metrosexuals sign.

Ah I see you mentioned the ad I just posted. The nod the copper gives, priceless!

Someone in marketing must have decided men don't buy cars circa 2008, big mistake.

Sprintey · 04-08-2020, 02:51 PM

Quote:

Originally Posted by csv8

Ford are replaying the ridiculous Ranger ad . The one on "where babies come from"!!!!!
That the best Ford marketing can do ???????

https://www.youtube.com/watch?v=2kd2mMa0KqE

This is the best Ford marketing can do.

simon varley · 04-08-2020, 03:38 PM

to be fair though, most people are not us. we'd probably all prefer to see an advert telling us what the handling is like, how the car accelerates, or that its got active exhaust valves.

the truth is though that most buyers male and female alike, don't give a stuff. a car for most is white goods. as long as it is reliable, frugal and can connect to their phones they don't really look any further. why advertise features most buyers don't care about?