Ford: Use It Or Lose It!

You want optimism on Ford? Read the other stories. I say that Ford's “recovery,'” if you want to call it that, is going badly. Today's problems: There's no inspiring leadership; too many key executives don't know the American market; many of the “changes,” if you want to call them that, like the plan to kill Escort, Cougar, Continental and Villager minivan were made years ago. And what I've heard of the new product plan is unimpressive.

Some advice for Chairman Bill Ford and his associates:

You Can't Cost-Cut to Victory

All we hear is cutting costs. Dump the Jaguar F and the Volvo SUV, squeeze the suppliers some more. That may impress know-nothing Wall Street analysts, but it won't bring victory.

You Get What You Pay For

Your quality stinks and you blame the suppliers? You beat them down on price and demanded cheaper parts. Well, you're getting what you pay for.

Product, Product, Product

I don't see any new Ranger. I don't see the new Taurus. I don't see modern and expanded lines of RWD Crown Vics and Grand Marquis.

And what I see I don't like. That show car Continental? Yuck City. I could design a better-looking Continental myself!

Where's your Hummer? Where are your crossovers? Where's the Lincoln LS Sportwagon?

Ford used to have the best product-planning group in the world. Resurrect it.

Teach a New Dog Old Tricks

Recalling Alan Gilmour as chief financial officer was a start. Now round up others from the over-the-hill gang. Ed Hagenlocker to save the trucks, Robert Rewey and Ross Roberts for sales.

You missed Bob Lutz, so get Lee Iacocca. Get some fight back into this dog!

Home Is Where the Heart Is

America is where Ford lives and dies. Three years ago Ford earned $11 billion pre-tax, and it came from North America.

The future isn't in Jaguars, Volvos or Land Rovers. Victory goes to the fast, so where is the speed?

Move It or Lose It

And stop depending on the losers from Mazda or Ford of Europe to engineer cars for America. That's been a flop. Use the home team.

And put someone important in charge of all Ford trucks. When Bob Lutz headed Ford trucks (yes he did) he was an executive vice president.

Better the Devil You Know

You've just about ruined Mazda and Ford of Europe with management turnover: four Mazda CEOs in six years. As soon as they learn to pronounce konnichi-wa (hello) it's sayonara. Better the devil you know, as my first wife would say.

Bill Ford, show more leadership. Get in front of the team, wave the flag.

You know, when things get tough, the phonies crawl to the back of the room and the car people get their chance.

Things are so bad at Ford right now that the company just might build some great cars and trucks out of desperation.

Do it Bill.

Jerry Flint is a columnist for and former senior editor of Forbes magazine