Ford goes after the passion
In October this year, Ford Australia will launch itself into a dynamic new venture, with the unveiling of the specialist dealership concept, FTE.

In a new shift in direction, the company will add passion to the Ford brand with a range of low volume, luxury performance cars - designed, built and maintained to the specifications of discerning buyers.

The move is the progression of a long-held dream of Ford supremo Jac Nasser. In the early 90s, when Nasser was still at the helm of Ford Australia, he sent his scouts across the globe with instructions to find a partner who could help make his dream a reality.

What they found, and eventually brought back to Melbourne, was Tickford - the historic, high performance UK engineering company with its blueblood history as the aristocrats' carriage maker, and links to Aston Martin, Rolls Royce, Jaguar and MG.

In Tickford Managing Director David Flint, Ford has found the perfect partner - a colourful Englishman passionate about motoring and life.

David Flint's greatest asset is that he understands the people who buy his cars.

"If you're selling niche products, you have to deal with the customers very differently," says Mr Flint.

From his factory in outer Melbourne, David Flint and his team will put the finishing touches on the FTE flagship ' the classic, sophisticated T-Series. It will include three luxury V8 models, priced between $60,000 and $80,000.

The FTE range will also include the sexy, European designed and engineered V6 sports car, Cougar - priced under $40,000.

These cars will be sold through FTE dealerships Australia wide - and over the Internet.

An FTE website will allow buyers to view, order and pay for their cars from their own PC! They will then be issued with their own private web access, which will enable them to track their car through production and view its progress.

Ford's Matthew Taylor, Vice President of Marketing, Sales and Service, said it will change the way customers will view their relationship with their manufacturer.

"We will provide customers with an ownership experience tailored to their needs," said Mr Taylor.

That individual treatment will begin the moment the order is placed. Buyers will be invited to the Tickford plant while their car is being built to get involved, and will even be invited to help assemble their own T-Series.

"It's a specialist product that delivers a real kick for car fans, and we want the owners to get involved," says Ford Brand Manager for Special Vehicles Stephen Eyears.

That "kick" will continue after delivery too - with "buddy" mechanics to treat every FTE car as if it were his or her own. Customers will experience that special feel through the specialist showrooms and service departments - with a feel more like that of a cafe than a car dealership.

FTE will be launched across the country in October, with a series of launches to be held to promote the arrival of a new era in car ownership.