Automotive News - January 4, 2016 - Supplement - 36S

36S * JANUARY 4, 2016

FORD
Keep the momentum going
and win back share
● Detroit debuts: Freshened Fusion that goes
on sale this year. During a media event
last month, Ford had a Fusion-sized
plug-in car hidden under a cloth, likely
an update to the Energi version of the
midsize sedan.
● 2016 pipeline: Redesigned Super
Duty; freshened Escape and Fusion;
re-engineered Focus Electric; new
Focus RS, F-150 Raptor and GT
● New face: Former General Motors
LaNeve
executive Mark LaNeve became
Ford's vice president of U.S. marketing, sales
and service in early 2015. He brought back
stair-step incentives for dealers and tried a nohaggle promotion in November that flopped
and was pulled a month early. Despite the
more aggressive approach, Ford's share
hasn't budged.
● 2015 share: 14.4% (Jan.-Nov.); 14.4%
(Jan.-Dec. 2014)
● Sales trend: Tight inventories of the
aluminum-bodied F-150 dampened sales
early in the year, but Ford's performance
improved after production of the
redesigned pickup hit full speed
in June. Incentive
spending fell more
than 10% in
2015, which was
a boon for the
bottom line.
Most of Ford's
sales gain last
year came from
just three
nameplates: the

Mustang, Explorer and Transit.
● Challenges: Ford is one of the few volume
truck brands that is missing out on one of the
hottest light-truck segments - subcompact
crossovers. Soaring transaction prices on the
F-150, Edge and Explorer generated huge
North American profits for Ford Motor
Co. in 2015, but dealers are still
eager to regain the market share Ford
lost in 2014. As growth in the market
slows, getting that share back will
keep getting tougher.
● Strategy: With the F-150
changeover completed, and the
aluminum redesign looking like an
unqualified success, Ford plans to
overhaul the rest of its F-series
lineup. The timing of its redesigned Edge and
freshened Explorer and Escape mean Ford has
a fresh lineup of crossovers as low gasoline
prices keep demand for them sky-high. Now
CEO Mark Fields, whose first full year in
charge was relatively smooth, needs to show
that Ford can take advantage of having all
those important pieces in place and build on
the momentum created by Alan Mulally while it
has the chance.
- Nick
Bunkley
2016
Escape

2017 Ridgeline teaser

HONDA
A major truck launch
holds the key
● Detroit debut: Second-generation
Ridgeline midsize pickup
● 2016 pipeline: The Civic coupe and
Clarity fuel cell vehicle will go on sale in
the first half of 2016. The retooled
Ridgeline reaches dealers by the middle
of the year. Honda will also launch sales
of a Civic five-door hatchback in spring,
the Accord Hybrid with a new powertrain
in the summer, and a redesigned
Odyssey minivan toward the end of the
year.
● 2015 share: 8.1% (Jan.-Nov.); 8.3%
(Jan.-Dec. 2014)
● Sales trend: Honda followed the
industry in 2015 with rising light-truck
sales thanks to a redesigned Pilot and
all-new HR-V. Yet its sedan sales
withered and Honda didn't keep up with

overall industry growth in 2015. 2016
should see gains across the board as
the Accord underwent a facelift in the
third quarter of 2015 and the Civic is
new from the ground up.
● Challenges: Low gasoline prices
mean Honda can't necessarily count on
its bread-and-butter Civic and Accord;
the company will have to keep a keen
eye on light-truck capacity. A key goal is
to make sure the redesigned Ridgeline
echoes the recent success GM has had
with its new midsize trucks.
● Strategy: Go big on Civic, gasoline
prices be damned. Honda is convinced
there is market share to grab with the
Civic, especially with the five-door
hatchback. And with a revamped
Odyssey and Ridgeline coming in 2016,
the CR-V will be the oldest light truck
Honda sells. That's a good position to
be in, especially as transaction prices
keep increasing on high-end versions.
- David Undercoffler

Top Issues Facing the Automotive Industry in 2016
2016 Rebel

RAM
New global boss for
growing automaker

Join us for an inside look at the Top Issues Facing
the Automotive Industry in 2016. Industry experts
and Foley attorneys will provide unique perspectives
on the latest trends shaping the industry, including:
* Warranty and recall issues
* NHTSA and other regulatory developments
* Telematics
* Cybersecurity

Wednesday, January 13, 2016
8:00 a.m. - 11:15 a.m.
Detroit Athletic Club
241 Madison Street
Detroit, Michigan 48226
313.963.9200

Check Out Our Speakers and Register
Today at Foley.com/Auto2016

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● Detroit debuts: None
● 2016 pipeline: Freshening for
heavy-duty pickups
● New face: Mike Manley, global
head of Ram
● 2015 share: 2.8% (Jan.-Nov.);
2.8% (Jan.-Dec. 2014)
● Sales trend: Ram's U.S. sales
climbed in 2015,
thanks in large
part to its two
commercial vans:
the full-size
ProMaster's
volume increased
and the smaller
ProMaster City
joined the lineup.
Manley
Its pickup sales
continue to grow with the segment.
● Challenges: The brand's pickups
aren't due for a major overhaul
until 2017, an extended
investment schedule that could
make them start to look long in the
tooth in the ultracompetitive truck
segment. Capacity has remained
an issue, as has availability of
popular EcoDiesel engines.
● Strategy: Ram will continue to
expand trim offerings, as it did with
the 1500 Rebel, and styling
choices in pickups, and
concentrate on adding commercial
fleet sales with vans and pickups.
- Larry P. Vellequette

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Table of Contents for the Digital Edition of Automotive News - January 4, 2016 - Supplement

Nouveau riche collides with old money at Cobo
Cadillac's edgy exterior styling evolves
Design boss Wagener maps out M-B's turnaround
Chevrolet, Toyota raise game in green battle
FCA designer Gilles: People should order their cars
A new minivan and a few sedans
Challenging tasks ahead
Ain't no mountain high enough
Big car launches pose test
Betting on NSX glory
Crossovers are crucial
Flying fashionably under the radar
Bigger, more luxurious
Heating up in '16
Hitch revival on a crossover
Fresh sheet metal ends product drought
New variants coming
Trucking along amid redesigns, cheap fuel
Striving for the luxury crown, again
The good times just keep rolling
Treading water with a stylish life jacket
Onward to luxury cars
Performance overtakes lost volume
Banking on a first: An ultraluxury crossover
Bargain brand no more
Turbos, high-end luxury in the mix
A few big launches in '16, then a lull
Rebooting with an SUV
Waiting for more trucks
Charging up the cheaper EV
Content, volume, profit focus
Major launches on deck
A major truck launch holds the key
Keep the momentum going and win back share
New global boss for growing automaker
Building on Continental buzz
Crucial launches are on the horizon
Ready to fly solo
Crossovers keep sales surge rolling
Finally, some fresh products
Riding the light-truck wave
A new Dawn, crossover
Banking on new models
Key launch year ahead
Selling style and story, but not cars
Waiting for an SUV
Former Detroit stars (and where they are now)

Automotive News - January 4, 2016 - Supplement