You want bold moves? Kill Jaguar. Kill Mercury. Sell Volvo. Sell Mazda. Sell Land Rover. Stop badge engineering ANYTHING. Build a proper Lincoln or two. Re-invigorate your rear-wheel drive, box-frame cars with new sheetmetal and a killer cabin. Make the Ford Focus the world’s best small car. Get the Explorer’s mileage into the mid-20’s. Develop a better engine than the Hemi and stick it into everything-- including a new minivan. Set SVT loose on everything you build. OWN interiors.
Sales? Marketing? Lose the whole glass fishbowl thing; redesign your showrooms to look like a proper store. Trim the dealer network to practically nothing (no matter what it costs) and sell cars on the web. Institute no-haggle pricing across the board. Find a way to make financing cheaper. Drop 80% of your print budget and dominate the web. Use the web to keep track of every single customer you have. Sell value for money; undercut everyone’s price with every vehicle, even if you lose money on every single one in the short term.
AUTO SPIES PERSPECTIVE: It's easy to make a 'Bold Moves' commercial. Truly MAKING the bold moves that are needed remain to be seen...
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