Dubbed the "Dearborn Reborn" plan, the strategy centers around shedding all Ford brands except for Ford, Volvo and Jaguar. In an interview, Hughes pointedly asked, "They spend $300 million a year to flog Lincoln and Mercury, and what kind of return are they getting on that?"
Other provocative elements of the Hughes/Jeanes plan:
- drastically cut the number of dealerships
- move corporate HQ to Chicago and give the remaining brands more independence
- position Jaguar against BMW and Mercedes-Benz, with Volvo as a near-luxury brand
- Ford becomes the "best cars for the money, in any segment" company
Branding Iron, by Huges and Jeanes, will hit booksellers next month.