Q. WHY has Ford seemingly been so slow to react to changing consumer trends?
A. Ford was a leader in spotting the trend away from large sedans to sports utility vehicles — the original cause of slower large car sales — and the Territory is still the only SUV made in Australia. It is also the best selling SUV despite the recent sales drop. Trends can be hard to spot. Market leader Toyota just released a bigger, heavier Corolla.
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Q. WHY doesn't Ford make smaller, more fuel-efficient cars?
A. No car maker can design and develop a car in three years — it takes six — which is how long it has been since rising fuel prices started to change consumer preferences in Australia. Ford Australia cannot switch to small cars because the Ford group makes them elsewhere. And those plants churn out 200,000 cars a year or more, twice the number an Australian plant could produce. Ford Australia is good at designing and making large rear-wheel-drive cars.
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