Sierra Shock (Part Two)

First impressions are very positive, but trouble lies ahead.

The UK automotive press were inordinately impressed by the apparent sophistication of the new Sierra. Car Magazine featured it on the cover of its October 1982 issue with the headline, “Sierra Shock! It really is a good car.” The magazine devoted a six-page feature to the Sierra including an analysis of the design by Steve Cropley, driving impressions from Mel Nichols and an interview with Bob Lutz, Ford Europe’s (former) chairman, who had recently been promoted and returned to Dearborn.

Cropley’s opening remarks set the tone for his piece: “If ever a car… deserved a complete break from the cloying, boring image of the ubiquitous Ford ‘nail’, this Sierra does. It is wholly different; wholly better.” He continued thus: “It is good enough to be compared with the new Audi 100, and to be mentioned in the same conversation as a Mercedes-Benz W123.(1) The eulogy continued: “Never again will a car maker be able to Continue reading “Sierra Shock (Part Two)”

Sierra Shock (Part One)

Ford of Europe bets its future on a car that appears truly radical.

Image: favcars

Exactly forty years ago, the European automotive landscape was upended by a new car that looked like nothing we had seen before. Even more surprising was that it came from Ford, that most conservative of automakers, which had made its fortune from producing cars that were… just as expected. Ford was emphatically not in the business of challenging its customers’ expectations, but meeting them head-on.

The company’s ultra-cautious approach to product development had created generations of cars that were only modestly and iteratively updated from their predecessors. This suited both conservative private buyers and cost-conscious fleet operators, for whom reliability and low running costs were by far and away the most important factors for them to Continue reading “Sierra Shock (Part One)”