Having got the product line-up and quality right, the biggest headache now for Ford of Europe chief Barb Samardzich is trying to second guess fluctuating economies and the global geo-political issues.
“There is a lot of craziness going on around the world right night if you look at the Middle East, Russia, Hong Kong, Africa and it makes the markets very difficult. Even some of the major European markets are stagnating and volumes are more suppressed than we were expecting.”
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Ford has already cut production at its Russian plants were the market has fallen by almost half to 2.4m.
Samardzich added: “I think the situation in Russia will resolve itself sooner rather than later, there is huge potential there. On the bright side are seeing growth now in southern Europe, particularly Spain.”
Trying to guess what European economies will do is the holy grail.
“If we could it would be great but, as it is, when we start putting our volume plans together we have a team of very good economists who look forward and come up with the best estimates they can – but you can’t factor in sudden geo-political issues,” she added.
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By GlobalDataSamardzich also has responsibility for the Middle East and Africa.
“The situation in the Middle East is very taxing particularly if it has an effect on Turkey which is a huge market for us.”
Back in Europe, however, she said there is still a job for Ford to do in getting the quality message across.
She said: “we have got the quality absolutely right but we need to communicate that message better. Consumers need to know that we are up there with the best.”
