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cobrabitn
04-17-2006, 07:25 PM
SVT lives
Ford says performance brand scaled back, but new truck is coming

By AMY WILSON | AUTOMOTIVE NEWS

AutoWeek | Published 04/17/06, 8:22 am et


NEW YORK -- Ford Motor Co.'s Special Vehicle Team will survive, Ford executive Mark Fields says. But the performance brand has been scaled back.

Going forward, Ford will offer one high-performance Mustang and one high-performance truck in its lineup, Fields said last week here at the New York auto show.

Ford expects to sell 5,000 to 10,000 units of each SVT vehicle annually, he said.

Fields, Ford's president of the Americas, wouldn't say what kind of truck is in the works or when it would debut. The Shelby GT500, the latest Mustang developed by SVT, is scheduled to go on sale this summer.

A two-vehicle stable is a departure from a year ago, when Ford said SVT eventually would have as many as five products, more than ever before. One of those was to have been the Ford Sport Trac Adrenalin in 2007. It later was canceled as part of the automaker's Way Forward restructuring plan.

That cancellation, plus other changes for SVT, had triggered apprehension over the performance brand's future. Fields tried to put those fears to rest.

"SVT isn't dying," he said. "Would I like to do more? Sure. But at the same time, we've got to balance our resources."

Fields acknowledged that SVT and Ford Racing's marketing groups have been combined. He described Ford's performance strategy as a three-pronged approach encompassing SVT, Ford Racing and "personalized performance" aimed at the tuner crowd.

Although SVT has been scaled back, Fields said he is "from the school that says performance vehicles make brands stronger."

"I believe they have a critical role in our Way Forward because they challenge our designers and engineers to excel, they excite our marketers, and they make a strong emotional connection to customers."

http://www.autoweek.com/apps/pbcs.dll/article?AID=200660417001

tazzracing1
04-17-2006, 07:33 PM
I hope they put out more vehicals they seem to be important to the Ford market and the Cobra is a standard to be met along with the other SVT products.

93KingCobra
04-17-2006, 10:07 PM
I personally would like if they just had two just to keep the SVT family alive... :thumbsup:

Firme
04-17-2006, 11:29 PM
Well... if there is going to be a SVT mustang, it just won't be the same if it not an SVT Cobra...

smashedheadcat
04-18-2006, 03:55 PM
I think it's good news. I don't care what they call our cars.

Blown96Snake
04-19-2006, 07:55 AM
I don't forsee them running the "Shelby" name forever. I think the Cobra has great brand awareness in the marketplace and it would be hard for Ford to reinvent the wheel...

Sounds like SVT's off the chopping block!

Dave

Levi
04-24-2006, 12:58 PM
"I believe they have a critical role in our Way Forward because they challenge our designers and engineers to excel, they excite our marketers, and they make a strong emotional connection to customers."



Right On. :thumbsup:

We have been saying this all along. :D

Do you think they have been reading are boards? :rotf:

bolt-on
04-26-2006, 10:01 PM
In the June issue of Car and Driver Magazine, Csaba Csere titles his column "Ford drives its 13-year-old SVT group off a cliff." He writes, "Associating the Cobra GT500 with Shelby has undoubtedly ignited a bright flame of publicity, but at the expense of the painstakingly built SVT brand."

Also of interest on this topic, John Clor has changed the name of his column in Mustang Enthusiast Magazine from Inside SVT to Motor City Musings.

The SVT name may still be around, but without its own marketing, engineering and dealer network, the magic is gone. John Coletti must have foreseen the future of his organization and retired rather than be part of its dismantling.