How much power is Ford capable of giving? Connect it with EcoBoost.In an interview with MSNBC, Jim Farley, Ford’s new marketing chief, has this to say: "I couldn't wipe the smile off my face. I've never driven a Toyota like that, ever. The torque, out of that kind of displacement - in this case a 4-cylinder - was shocking."
"I think this is really going to be a brave one. We're going to have to invest. We're going to have to tell customers how we're different," he added. "Direct-injection gas is really a technology that could be implemented in the millions. It's significant. It's broader."
Farley, who left Toyota to join Ford, will have a challenging task selling EcoBoost, the automaker’s new direct-injection, turbocharged engine.
"We need to simplify things for customers. As marketers, it's unrealistic to expect customers to understand high-pressure direct injection or forced induction in turbocharging," he told The Associated Press in a recent interview. "Let's face it. Ford is a populist brand. On a good day, when Ford works right, it's a company that democratizes technology."
"We can't unlock this unless we're real honest. We have to look in the mirror and say, 'OK, no baloney. Where are we with customers? Take away Mustang and F-series, and where are we? Who are we?'" he noted. "When I do that, I see customers who want Ford to succeed, but they put the burden of responsibility on the company to unlock that key. You tell me why I should care about your company."
The Dearborn-based automaker is trailing its path back into profitability. And the EcoBoost is one way of rising again. Upgrades on axle assembly, auto equipment and other car parts would definitely uplift Ford’s standing.
EcoBoost Details
WHAT THEY ARE: Ford EcoBoost four-cylinder and six-cylinder gas engines, which feature turbocharging and direct-injection technology.
WHAT THEY DO: Ford says EcoBoost engines will deliver up to 20% better fuel economy and improve CO2 emissions by 15%. Direct-injection means that fuel is injected into each cylinder of the engine in small, precise amounts, while turbocharging uses waste energy from the exhaust gas to drive the turbine.
WHERE THEY'LL BE: The EcoBoost will debut as an option on the 2009 Lincoln MKS sedan, which is due out later this year. Eventually, Ford plans to install the engines across its lineup. Ford says it plans to put EcoBoost in 500,000 vehicles annually over the next five years.
HOW MUCH THEY'LL COST: Ford did not give figures, but said customers would be able to recoup their initial investment through fuel savings over two-and-a-half years, which would be less time than it would take to recoup the investment in a diesel or a hybrid.
WHY THEY'RE IMPORTANT: Other automakers, including General Motors Corp., Audi and Volkswagen, are using the same technology, but on a small scale to improve performance. Ford says it will be the first to use the technology on such a wide scale.
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