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Ford of Britain boss Roelant de Waard has called for manufacturers to show restraint in the current economic uncertainty and not put residual values and their entire dealer network at risk by pushing through volume at unprofitable margins.
"I'm vocal about restraint because it's in my interest that people don't do stupid stuff because my profitability is dragged down with them," De Waard told BusinessCar. "We look at the numbers and it's clear that some display more restraint than others. The penalty for not doing so is enormous."
De Waard claimed that Ford's residual values are in good health because the firm has proved over time that it will stick to its promises over the short-cycle business that can damage RVs.
"You can promise the world but the proof of the pudding is in the eating and over time we have proved that we can demonstrate restraint in the supply of new and used cars. The guides are happy to give us lower depreciation on new cars because they have come to trust our strategy."
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