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ZZZSHIFFRXNFORD AND FERRARI: DIFFERENT
WORLDS, SIMILAR CHALLENGES
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WHILE FORD AND Ferrari are worlds apart in the cars
they make, the challenges they face in needing to future-
proof their businesses have a lot more in common.
Ford chairman Bill Ford is as candid as they come about
the challenges his company faces: the old way of doing
business just won’t work for much longer. So, as Steve Cropley finds out
in the most in-depth of looks at the present and future of Ford (p53), a
complete reinvention of the company is needed for survival.
Ford, in Europe in particular, has lacked the strength in depth in
its product lines in recent years as others have innovated more. What
emerges from Steve’s interviews is a real humility within the company
and an openness to get on and make changes happen.
Humility and openness aren’t words that have traditionally sat in the
same sentence as Ferrari, yet the firm’s future plans and the reasoning
behind them have also been laid bare (p8). The need for Ferrari to
future-proof isn’t survival dependent like Ford, yet it is no less
significant for just far this brand is pushing into new areas, none
more controversial than an SUV. Whether you like the idea of
that car or not, Ferrari’s blueprint for it is a tantalising prospect.
Mark Tisshaw Editor
m a r k .t i s s h a w @ h a y m a r ke t. c o m @ m t i s s h a w
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Editor Mark Tisshaw
Editorial director, Automotive Jim Holder
Editor-in-chief Steve Cropley
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