‘Car makers need to work hard to stay relevant in the new world’

Editor-in-chief Steve Fowler thinks some car companies might not survive if they don’t adapt to the new world of mobility services

Opinion - Ford Go Further

I’ll admit to heading to Ford of Europe’s Go Further event in Amsterdam with a degree of trepidation. Here is a brand that, while still topping the UK sales chart, is a pale shadow of its former self.

Its products no longer have the desirability they used to have – and certainly don’t win as many of our group tests. And the financial woes of the company’s European arm have been well documented, with some industry watchers wondering whether this US giant might go the way of GM and exit Europe altogether.

Ford announces job losses in UK and Europe

I left with far more confidence over Ford’s future, even a level of excitement about the products that I haven’t felt for a while. There’s some great stuff coming.

But perhaps what impressed me most was a chat with Sarah-Jayne Williams, Ford’s director of smart mobility. The brand has set up its own tech hub in London to plan and trial services that will transform it from a car maker to a mobility provider. Williams didn’t need long to convince me that Ford is taking this industry inevitability more seriously than many others. Those who stick their heads in the sand about this tech, which legislators are demanding, could see sales and revenues dwindle fast.

It was a strong theme at last week’s Society of Motor Manufacturers and Traders Connected conference, too, with Toyota Connected Europe CEO, Agustín Martín, also reiterating how his firm was transforming “from an automobile company to a mobility company”.

Meanwhile, Aston Martin boss Andy Palmer warned that companies that didn’t adapt to change would fail. “Many could fall under the wing of bigger firms so we have just two or three mega-companies dominating, becoming the Boeing and Airbus of the car industry,” he said. “You will see fallout. We’ll see newcomers coming; some will succeed, some will fail.”

The message is simple: the car companies that don’t adapt to the new world of mobility services might not survive.

Do you agree with Steve? Do you think car makers need to adapt to stay relevant in the new world?

Recommended

'Factories are at a standstill because they can’t get the parts to finish cars'
Car manufacturing
Opinion

'Factories are at a standstill because they can’t get the parts to finish cars'

Steve Fowler points out the fresh issues facing global car manufacturing
9 Jun 2021
‘Our switch to electric will soon make driving manual cars a lost art'
Gearknob
Opinion

‘Our switch to electric will soon make driving manual cars a lost art'

Want to drive a manual car? You need to take your test in a manual car. So what happens once all driving-school cars are automatic EVs?
8 Jun 2021
'Joe Biden is now America's most important auto industry dude'
Ford F150 Joe Biden
Opinion

'Joe Biden is now America's most important auto industry dude'

Mike Rutherford thinks Joe Biden deserves praise for his hands-on approach to the American car industry
30 May 2021
'This really is a great time to buy a new car'
Opinion dealership
Opinion

'This really is a great time to buy a new car'

Steve Fowler points out some great new car deals to be had in post-lockdown
14 Apr 2021

Most Popular

LEC launches affordable EV conversion for classic Mini
LEC MINI Electric
MINI

LEC launches affordable EV conversion for classic Mini

The conversion sees the Mini’s A-Series engine replaced with a dinky electric motor and a 20kWh battery for a range of 70 miles in the city
10 Jun 2021
New 2021 Volkswagen T7 Multivan replaces Caravelle
Volkswagen T7 Multivan - front
Volkswagen Caravelle

New 2021 Volkswagen T7 Multivan replaces Caravelle

The Volkswagen T7 Multivan MPV switches to the MQB platform and adds plug-in hybrid technology
10 Jun 2021
New 2021 Vauxhall Astra teased for the first time
Vauxhall Astra teaser 1
Vauxhall Astra

New 2021 Vauxhall Astra teased for the first time

The new Vauxhall Astra will get electrified powertrains and a more premium image
8 Jun 2021
New 2021 Tesla Model S Plaid launched with 1,006bhp
Tesla Model S facelift - front
Tesla Model S

New 2021 Tesla Model S Plaid launched with 1,006bhp

Range-topping version of the Tesla Model S officially unveiled, with a sprint time of 0-60mph in less than two seconds
10 Jun 2021
‘Our switch to electric will soon make driving manual cars a lost art'
Gearknob
Opinion

‘Our switch to electric will soon make driving manual cars a lost art'

Want to drive a manual car? You need to take your test in a manual car. So what happens once all driving-school cars are automatic EVs?
8 Jun 2021
New Skoda Enyaq iV 2021 review
Skoda Enyaq iV 80 Sportline - front
Skoda Enyaq

New Skoda Enyaq iV 2021 review

The new Skoda Enyaq iV is the Czech firm’s first bespoke electric car and we've tested the full range on UK roads
10 Jun 2021
Audi updates line-up for 2022 with new tech and trim features
Audi S5
Audi

Audi updates line-up for 2022 with new tech and trim features

Almost every car in Audi’s line-up has received a tweak, with major updates including Amazon Alexa integration and a Sonos stereo
11 Jun 2021
New 2021 Lexus NX arrives with firm’s first plug-in hybrid drivetrain
Lexus NX - front action
Lexus NX SUV

New 2021 Lexus NX arrives with firm’s first plug-in hybrid drivetrain

The new Lexus NX 350h features a standard hybrid set-up, while the NX 450h+ gets a plug-in hybrid powertrain capable of 40 miles of pure electric powe…
12 Jun 2021
'Factories are at a standstill because they can’t get the parts to finish cars'
Car manufacturing
Opinion

'Factories are at a standstill because they can’t get the parts to finish cars'

Steve Fowler points out the fresh issues facing global car manufacturing
9 Jun 2021
Volkswagen Golf GTI Clubsport vs Cupra Leon 300
Volkswagen Golf GTI Clubsport vs Cupra Leon 300
Car group tests

Volkswagen Golf GTI Clubsport vs Cupra Leon 300

The capable Volkswagen Golf GTI Clubsport goes up against its new Cupra Leon 300 sibling in this hot hatch battle
12 Jun 2021
New Volkswagen T-Cross Black Edition 2021 review
Volkswagen T-Cross Black Edition - front
Volkswagen T-Cross

New Volkswagen T-Cross Black Edition 2021 review

The small Volkswagen T-Cross SUV turns on the style in new Black Edition trim
11 Jun 2021
New Toyota Land Cruiser 300 revealed with six-cylinder petrol and diesel power
Toyota Land Cruiser - front
Toyota Land Cruiser

New Toyota Land Cruiser 300 revealed with six-cylinder petrol and diesel power

Six-cylinder engine line-up and clever new suspension tech for the new large Toyota Land Cruiser, but it’s not destined for the UK
9 Jun 2021
New Mercedes E-Class Cabriolet 2021 review
Mercedes E 300 Cabriolet - front
Mercedes E-Class Cabriolet

New Mercedes E-Class Cabriolet 2021 review

The soft-top Mercedes E-Class Cabriolet gets the same updates as the saloon and estate variants
10 Jun 2021
New Genesis G80 2021 review
Genesis G80
Genesis G80

New Genesis G80 2021 review

Is the new Genesis G80 a worthy competitor in the executive saloon segment?
9 Jun 2021