McNamara and the Ford Motor Company

 

Robert McNamara, (Sept. 26, 1959) Business Week, Cover

(http://images.businessweek.com/ss/06/08/typea_timeline/source/4.htm)

Have automobile makers forgotten about the people they make cars for? The past years would certainly serve as proof. After all, even continuing into 2011 Toyota has called in more and more recalls of their vehicles. With a total recall surpassing 2 million, and vehicles dating back to 2004 being called in¹, many would argue that safety is no longer a priority for automakers. And although cars come in bright colors with flashy gadgets inside, how many of them are completely original?

We are left longing for the grand decades of the American car— the 50's, the 60's, the 70's. It was in these years that many car aficionados' favorite vehicles were first created, and safety began to insert itself into vehicles standard. But with all the Corvettes, the Camaros, and the Convertibles, how many car lovers would group the 1960 Ford Falcon in with the greats? And with the Ford Falcon, dub Defense Secretary Robert S. McNamara as a great automobile designer? Not many, perhaps, but without McNamara's involvement in the Ford Motor Company and his design for the Ford Falcon, the Ford Mustang may not be the classic car that it became.

The year was 1946². Henry Ford had become senile and, at the urging of family members, turned control over to his grandson, Henry Ford II. Things were still going unwell for the company. Sales were low, and competition from other motor companies were increasing. However, it was in this year that Henry Ford II received a message from a man named Charles B. “Tex” Thornton. Thornton told Ford that he could solve his problems. All he had to do was hire not only himself, but nine other members from the Army Air Corps. All had training in economics and statistics, and all were from top schools. It was all 10, or nothing. Ford agreed to have a meeting with the young men, who besides Thornton, included Wilbur Anderson, Charles Bosworth, Arjay Miller, Ben Mills, George Moore, Jack Reith, James Wright, J. Edward Lundy, and Robert S. McNamara. The meeting went over more than perfect, and Ford Motors welcomed its team of “Whiz Kids” who would strive to save the company.

Through financial savvy and years of statistical knowledge, the ten men began to prove their worth to the Ford name. Shortly after beginning his work at ford, Robert S. McNamara would shine above his other “Whiz Kids”. Applied use of strict cost-accounting and plans to develop both compact and luxury models proved his worth and provided the momentum to push forward. Come 1955, McNamara became the General Manager of the Ford Division³.

The following year, in 1956, Robert McNamara turned his attention towards the safety of his consumers. At the time, safety took a backseat to style at the Ford company— after all, it was believed that fashion sold vehicles, not safety. McNamara disagreed heavily. He pushed for seatbelt options in Ford vehicles and instituted a campaign of ads focusing on photos of car accidents and a heavy stress on keeping the driver's family safe. Although sales proved to be more than expected⁴, Ford Motor Company went back to their previous method: horsepower and a car that the buyer will simply look good in. 

 Ford Advertisement (1956), (http://www.mclellansautomotive.com/photos/B30628.jpg)

1958 would prove to be an important year for Robert McNamara's career at Ford. It was in this year that he made a risky move by pushing the 1958 Ford Thunderbird Convertible. The previous first-generation Thunderbird had sold very well, but McNamara believed that turning it into a four-seater would boost sales further. The wheelbase would be five inches shorter than a full-sized ford, four inches lower road-to-roof, and lose only a fourth of an inch ground clearance. However, this caused seating to be much lower. Despite all the apprehension, the 1958 Ford Thunderbird sold 37,892 units its first year. It followed in 1959 with 67,456 sold. 1960 saw another 92,843 sold— another steady rise from the previous year⁵. This vehicle would not only earn Ford the 1958 Motor Trend Car of the Year Award⁶, but would also prove to be a high point in Ford's Thunderbird, or lovingly dubbed “T-Bird”, history.

1960 was arguably the most successful year Robert S. McNamara had at Ford. Early in the year, McNamara introduced a car that would lead to one of Ford's most recognized and loved vehicles. The introduced car was the Ford Falcon. A man of simple means, and a man who cared more that a vehicle should serve its purpose as transportation than as a stylish accessory, the Ford Falcon was not at all what Ford originally would have in mind for its line of classy cars. The original design was sketched out by McNamara during church in the late 1950's. It was called a “granny's car,” and catered more towards a buyer with a family. It served its purpose well despite mixed feelings from others at Ford. A repeat of McNamara's success with the 1958 four-seat Thunderbird, the Falcon did surprisingly well. Amazingly, it sold 400,000 units during its first year⁷ and went on to sell a over a million with many different styles. Although the Falcon is no longer manufactured in the United States, Australia continues to update and push the vehicle. It's become more stylized now, and the 2008 Ford FG Falcon XT was listed as one of the best cars of the year⁸. But what about that earlier mentioned, most recognized, most loved vehicles?

The Ford Mustang first came out of the production line in 1964, designed to be something new, something different, something that was different from your parent's car. However, it holds it's history to the parent-friendly Ford Falcon. The Ford Mustang began when Ford began to play around with the Falcon's supporting structure and systems. They buffed the vehicle up with a much more powerful engine and redid the body until a sporty look was achieved, but deep inside the Mustang the heart of McNamara's Ford Falcon continued to beat.

By the time the Mustang would see daylight, Robert S. McNamara would be gone. After the success of the Ford Falcon, McNamara became the President of Ford Motor Companies on November 9^th, 1960⁹. He would only work this position for less than two months, however, before leaving to work for John F. Kennedy's administration.

Robert S. McNamara spent 14 years at Ford Motor Company. He began as a Whiz Kid and climbed the ranks to become president of a company, only to leave to serve a president of a country. During this time, he proved what a brilliant mind he had. He brought one of America's leading motor companies back into the limelight, pushed for safety, created classic vehicles, and led to the creation of my personal favorite vehicle, the Mustang. In a day and age where companies are losing sight of their consumers and creativity, and automobile makers overseas are moving ahead, it is my opinion that we could use another Robert S. McNamara to push towards new goals and lead America back into the #1 automaker position.

Notes

 

1. "Heartbreak: 2.1 Million Toyota Cars Recalled." February 24, 2011.http://www.toyotarecall.org/20110224-2-million-toyota-cars-recalled/

2. "Inductees: J. Edward Lundy." 2003.http://www.automotivehalloffame.org/honors/index.php?cmd=view&id=662&type=inductees

3. Mackenzie, Angus. "Robert McNamara: Before Vietnam, There Was Ford." July 7, 2009.http://blogs.motortrend.com/robert-mcnamara-before-vietnam-there-was-ford-2366.html

4. McDonough, John . "Robert S. McNamara and the issue of safety." Advertising Age, March 31, 2003, [12].

5. Katz, John F. . "McNamara's 'Bird.." AutoWeek, November 29, 2004, [23].

6. "Motor Trend Car of the Year Complete Winners List." 2011.http://www.motortrend.com/oftheyear/car/car_of_the_year_winners/index.html

7. Patton, Phil. "THE CAR OF THE YEAR.." American Heritage, October 2006, [52-54].

8. Mckay, Peter. "First Drive: 2008 Ford FPV Falcon." June 2008.http://www.motortrend.com/roadtests/sedans/112_0806_2008_fpv_falcon_first_drive/index.html

9. "Robert McNamara becomes president of Ford Motor Company." November 9, 2010.http://www.history.com/this-day-in-history/robert-mcnamara-becomes-president-of-ford-motor-company