Ford: Hi-spec focus not raising whole-life costs
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Ford has told fleet operators that its move away from low-specification vehicles will not necessarily lead to higher whole-life costs.
The car manufacturer acknowledged that its current strategy centres on developing higher-performing cars that are costlier to purchase, but it stressed the move would not leave firms out of pocket.
Roelant de Waard, chairman and managing director of the marque's UK division, said that fleet managers would enjoy improved residual values that can be expected to offset higher initial outlays.
Commenting at the launch of the new Kuga crossover vehicle, he told Fleet News that its commercial customers get "all the technology they expect from a modern car, and three years down the road … have a used car that has all the expected features, so there is a better residual value."
Mr de Waard added: "It's proved to be a myth that customers of Kas and Fiestas only want the cheapest car. The biggest selling Ka is the Zetec Climate, which is very well equipped."
