Focus biggest selling Ford in Australia, Territory displaces Falcon

Brazen · 16-04-2012, 01:39 PM

Interesting stats on the market shift in Australia.

http://www.carpoint.com.au/news/2012...s-falcon-29744

Quote:

One of the truisms of Territory ownership is that you drive a Territory, not a Ford. That possibly explains why the popular, locally-built SUV retains a loyal following and the local manufacturing business case for it is rarely questioned, even though it stands or falls with the Falcon.

Territory is rarely seen in taxi livery and it doesn't compete in V8 Supercar races, so there are no downmarket associations with its name. It is occasionally seen in the role of transporting ambulance service paramedics — and that's a positive reflection of the vehicle's image. Since Ford introduced the SZ model with diesel power half-way through last year it has been selling strongly. In fact, year-on-year sales are running well ahead of the figures for the previous 12 months, whether based on the latter part of 2011 or the first quarter of 2012.

As a matter of fact, for the first quarter this year, it is narrowly ahead of Falcon sales (3539 for Territory, 3398 for the sedan). For the full year 2011, the Falcon outsold Territory by nearly 5000 units, but the 2.7-litre diesel V6 wasn't available in the SUV for the first six months. Could we see the Territory depose Falcon in sales for 2012?

Furthermore, is this a long-held expectation finally coming to fruition? SUVs have been taking sales from large cars for years, it's generally acknowledged, and with more makes and models on offer in the VFACTS SUV class more families are gravitating towards SUVs — now very much the family cars for the 21st Century.

Fuel costs, the bane of large-car owners in the past don't deter buyers of SUVs to the same extent, although sales of the Territory have definitely picked up since the release of the SZ model with diesel power. Territory's sales lead over Falcon for the first quarter of this year is unprecedented in the history of the two locally-built models.

Was this inevitable, in hindsight? Did the late Geoff Polites, former Ford Australia president, have this outcome in mind when he went to Dearborn and championed the Territory? Not likely, according to Ford's Public Affairs Director, Sinead Phipps. Polites personally flew to Ford's global headquarters to argue the case for Ford Australia to build the original SX Territory in 2004.

"I think that's probably too long ago to really say with any accuracy that anyone would have been able to look this far out and picture this," said Phipps to motoring.com.au. "When Geoff went to Dearborn to get the approval for Territory all the research showed that there was a market segment that wasn't being met— that people didn't even know that they really needed at that time. He and our product planners were proved right, but I think it's probably a little bit too simplified to say that this is what they thought.

"It was to give people an option — and that's what our strategy is: in as many segments as makes sense, to give people... a really good Ford vehicle to choose from."

But the prospect of Territory outselling Falcon this year raises an intriguing prospect. Might the Territory badge outlast Falcon?

One other interesting point thrown out by the VFACTS sales figures released for March: Focus is currently Ford Australia's most popular model. As of March last year, when the company was still selling the now superseded LV model, Falcon outsold it for the first quarter of 2011, 4448 units versus 3140. This year the small car (the new LW model) is the champion, by 4657 to 3398.

Was the decision to build the Focus in Australia — later rescinded — the right one, in fact? On one side there'll be those who argue that even running the Focus down the same vehicle assembly line as Falcon and Territory wouldn't have overcome the inherent economic shortcomings of such a strategy — and especially not when the value of the Australian dollar is as high as it is currently. But others will argue that Holden is proving it can be done, with Commodore and Cruze running off the same production line at the Elizabeth plant in SA.

It will probably be a few more years yet before Ford Australia's manufacturing history is definitively written.

Nikked · 16-04-2012, 02:02 PM

Fairly good artical.

If anything, the Territory could save the falcon...

Who knows?

LeadFoot81 · 16-04-2012, 02:49 PM

Yep it seems that way, Territory is becoming the bread winner with Falcon filling a niche, the role swap shouldnt be a problem as long as FOA move enough units made from the same platform.

dylancox · 16-04-2012, 03:02 PM

Ford should do a re-run of the original 'You Were Amazing' ad showcasing the different demographics of buyers, and a big 'thankyou for supporting Ford Australia' at the end. Throw in a couple of broken down Daewoo Captivas on the side of the road in the background for a laugh.

Chilliman · 16-04-2012, 03:04 PM

Quote:

Originally Posted by LeadFoot81

Yep it seems that way, Territory is becoming the bread winner with Falcon filling a niche, the role swap shouldnt be a problem as long as FOA move enough units made from the same platform.

Maybe its time to move the Falcon into the niche of a medium-sized RWD sports sedan (on a shared platform with Mustang) once the current platform's time has come to an end?

Smoke Pursuit · 16-04-2012, 03:11 PM

Poor old Geoff Polities... What a great man he was for Ford Australia!

351capri · 16-04-2012, 06:30 PM

Quote:

Originally Posted by DASH GT

Poor old Geoff Polities... What a great man he was for Ford Australia!

uncle geoff was a passionate ford man and a great visionary. without his efforts ford aust would already be just an importer.

2011G6E · 16-04-2012, 06:32 PM

I love the new Territory...I can tell you right now that if we'd known what the new Territory with the turbo diesel was going to be like, we'd have never jumped at the G6E...we'd have waited six months or more to get one of them.

Crazy Dazz · 16-04-2012, 08:55 PM

Quote:

One of the truisms of Territory ownership is that you drive a Territory, not a Ford.

So who do they think its made by? Holden?

Quote:

it doesn't compete in V8 Supercar races, so there are no downmarket associations with its name

So now it’s a Mercedes? Funny how Nissan is getting IN to V8 supercars to promote its new car.

Quote:

But the prospect of Territory outselling Falcon this year raises an intriguing prospect. Might the Territory badge outlast Falcon?

Umm, he does realise the Terri is STILL being built on the BA’s Platform? With the Falcon’s engine & running gear? How long can they keep that up? No new Falcon means no new Terri.
If he means the Badge, then sure they can slap a Territory bade on imported Explorers, that ought to work real well.

jpd80 · 16-04-2012, 09:19 PM

Quote:

Originally Posted by Crazy Dazz

Umm, he does realise the Terri is STILL being built on the BA’s Platform? With the Falcon’s engine & running gear? How long can they keep that up? No new Falcon means no new Terri.
If he means the Badge, then sure they can slap a Territory bade on imported Explorers, that ought to work real well.

Territory was never on BA platform, the two share at most 40% of their parts.
New Territory has FG engine and diesel, FG styled Dash but still different.

Neale · 16-04-2012, 10:25 PM

I like the subtitle to the article

Locally-designed SUV is overtaking large sedan, but Focus is currently Australia's favourite Ford

Go the focus

jpd80 · 16-04-2012, 10:35 PM

A favorite that's heavily restricted to around 1500/mth, what will it do uncorked
and coming out of a plant just North of us with far better delivery timetables.

mik · 17-04-2012, 01:08 AM

seeing more and more terri`s all the time our area, it`s a pretty good all rounder with the diesel, plenty of big vehicle room, comfort and decent economy, winner winner.........

Crazy Dazz · 17-04-2012, 01:15 AM

Quote:

Originally Posted by jpd80

Territory was never on BA platform, the two share at most 40% of their parts.
New Territory has FG engine and diesel, FG styled Dash but still different.

Umm, yeah it was and still is. And yeah, that would be the FG FALCON.

flooded one · 17-04-2012, 01:44 AM

yea i thought the territory was still made on the old EA169 plattform where as the FG falcon is E8?? i like the looks of the new territory thou. the fact that it isnt a new platform isnt really a bad thing. i'm pretty sure the mazda 3 is still built on the same platform since 2004?? i could be wrong thou?? most people that buy new cars dont really care about that sort of stuff anyway

Crazy Dazz · 17-04-2012, 02:03 AM

Quote:

Originally Posted by wildrider

yea i thought the territory was still made on the old EA169 plattform where as the FG falcon is E8??

Correct.
My point is that at some point they will need to update the Terri’s platform, and if there is no Falcon platform to share, then it would have to adopt one of Ford’s global platforms, eg the successors to the D4, CD3, or EUCD. In effect sharing it’s platform with either the CX-9 or the Explorer.

washoutbeach · 17-04-2012, 02:35 AM

we own mazda dont we? They are moving units.

deesun · 17-04-2012, 03:00 AM

Quote:

Originally Posted by washoutbeach

we own mazda dont we? They are moving units.

Hardly any at all nowadays. Only about 3%, if that since about Dec 2010.

Iggypoppin' · 17-04-2012, 04:09 AM

Ford shed pretty much all of Mazda as part of it's restructuring by Mulally back in the days before GFC. Along with Land rover, Jag etc. Whatever slice of Mazda they own now is probably minimal.
Territory diesel is obviously the sales booster FoA needed, if my family needed an SUV it'd get the nod.

mike_nofx · 17-04-2012, 08:40 AM

Quote:

Originally Posted by Crazy Dazz

So who do they think its made by? Holden?
So now it’s a Mercedes? Funny how Nissan is getting IN to V8 supercars to promote its new car.
Umm, he does realise the Terri is STILL being built on the BA’s Platform? With the Falcon’s engine & running gear? How long can they keep that up? No new Falcon means no new Terri.
If he means the Badge, then sure they can slap a Territory bade on imported Explorers, that ought to work real well.

If it sells, and people want them, and those that buy them LOVE them.

Then what does it matter what platform it's based on?

Fiesta God · 17-04-2012, 05:25 PM

Quote:

Originally Posted by washoutbeach

we own mazda dont we? They are moving units.

Mazda Japan are losing money big time at the moment

jpd80 · 17-04-2012, 06:04 PM

Quote:

Originally Posted by wildrider

yea i thought the territory was still made on the old EA169 plattform where as the FG falcon is E8??

There is enough difference that Territory has it's own platform, E265
Therefore, it is not strictly EA169 Falcon but I agree the important parts are shared with Falcon..

jpd80 · 17-04-2012, 06:20 PM

Quote:

Originally Posted by Crazy Dazz

Correct.
My point is that at some point they will need to update the Terri’s platform, and if there is no Falcon platform to share, then it would have to adopt one of Ford’s global platforms, eg the successors to the D4, CD3, or EUCD. In effect sharing it’s platform with either the CX-9 or the Explorer.

Correct, FG II and SZ Territory are on life support, there is no money to do anything beyond minor changes.