Leslie Massey
Ford Motor Company of Australia Pty Limited is a subsidiary of the Ford Motor Company, founded in Geelong, Victoria, in 1925. Ford Australia initially assembled Model T cars from kits provided by Ford of Canada. The company has since designed, engineered, and imported award-winning and best-selling cars, SUVs, and trucks. Ford Australia has had a rich history of automotive innovation, including releasing the world's first coupe utility in 1932. However, in 2013, Ford Australia announced that it would leave the Australian market due to uncompetitive manufacturing costs and poor sales, ending its 88-year history in the country.
| Characteristics | Values |
|---|---|
| Year of establishment in Australia | 1925 |
| Number of years in operation in Australia | 88 years (until 2013) |
| Headquarters | Geelong, Victoria |
| First product | Model T cars assembled from complete knock-down (CKD) kits |
| Total number of cars and trucks assembled in 1925 | 12,679 |
| Number of factories | 2 |
| Location of factories | Geelong, Victoria; Campbellfield, Victoria |
| Year of Broadmeadows factory purchase | 1956 |
| Year of Broadmeadows factory opening | 1959 |
| Year of Geelong factory closure | 2016 |
| Number of employees | 1,200 |
| Models produced | Falcon, Ford Ikon, Fiesta, Bantam ute, Ikon, Ranger, Capri, Laser, Focus, Falcon ute, Territory SUV |
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What You'll Learn
Ford Australia's history
Ford Motor Company of Australia Pty Limited, or Ford Australia, is a subsidiary of the United States-based Ford Motor Company. Ford Australia was founded in 1925 as an Australian outpost of Ford Motor Company of Canada.
The first Ford car arrived in Australia in 1904, and the first Australian Ford branch opened in 1909. In 1914, the Model T Ford became the most popular-selling car in Australia, with 1,142 sold. However, Ford's market share fell from 69% in January 1925 to 34.7% by the end of that year. On 31 March 1925, Ford announced that its Australian headquarters would be in Geelong, Victoria, and the first Australian-built Ford, a Model T, was launched on 1 July 1925. During the construction of the Geelong plant, Holden's Motor Body Builders Ltd (now known as Holden) assembled and supplied vehicle bodies for Ford Australia.
In 1928, the factory switched to the Model A, which was followed in 1932 by the Ford V8. In 1934, the company released a coupé utility based on the US Model A Ford "Closed Cab Pickup Truck". During the Great Depression, banks would not extend credit to farmers to purchase passenger cars, but they would lend money for the purchase of "working" vehicles, and the coupé utility fulfilled this need.
In 1956, Ford Australia purchased 162 hectares in Broadmeadows, Melbourne, to build the Broadmeadows Assembly Plant. The Geelong factory became an engine plant, and the new Melbourne factory became the company headquarters in July 1961. In 1960, the Falcon was introduced in Australia, and from 1972 to 2016, Ford Falcons were fully Australian-designed. The Falcon was produced until 2016, ending Ford's 88-year history in Australia.
In 1990, Ford began exporting Capri convertibles to North America, and in 2004, Ford created the Territory SUV—Australia's first and only homegrown SUV. In 2016, Ford Australia ended production of the Territory SUV, and since then, it has fully imported cars and trucks for the Asia/Pacific region.
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Geelong and Broadmeadows factories
Ford Motor Company of Australia Pty Limited was founded in Geelong, Victoria, in 1925. The first Australian-built Ford, a Model T, was launched on 1 July 1925. The original production line was set up in a disused Geelong wool storage warehouse, while construction was underway on a factory several miles away in an area later renamed Norlane. This was the first Australian Ford factory. In 1928, the factory switched to the Model A, which was followed by the Ford V8 in 1932.
In 1956, Ford Australia purchased land in Broadmeadows, a northern suburb of Melbourne. The Geelong factory was then converted into an engine plant. The Broadmeadows factory opened in 1959, with the production of the Falcon beginning in 1960. In 1961, the Broadmeadows factory became the company headquarters.
In 2007, Ford announced it would close the Geelong engine plant in 2010, but these plans were cancelled with a $21 million upgrade to the plant. In 2013, Ford Australia announced it would leave the Australian market after 88 years, citing uncompetitive manufacturing costs and poor sales. The final vehicle, a blue XR6 Ford Falcon, rolled off the assembly line at Broadmeadows in October 2016, marking the end of Ford's 88-year history in Australia.
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Ford Falcon
The Ford Falcon is a full-size car manufactured by Ford Australia from 1960 to 2016. The Falcon was initially a US model introduced in Australia in 1960, which was eventually adapted to suit Australian requirements and road conditions. From the XA series of 1972 onwards, each Falcon was designed, developed, and built in Australia, marking a departure from the American-influenced Falcon of 1960 to 1971.
The Falcon's popularity in Australia is evidenced by its role as an "automotive icon" for most of its 56 years in production. It played a prominent role in Australian popular culture and motor racing, including multiple wins in the Australian Touring Car Championship and the Bathurst 1000 touring car race. The Falcon also served as a base model for their line of utes and panel vans, gaining rapid recognition by enthusiasts by the mid-1960s.
The Falcon's production in Australia faced challenges due to the country's unique conditions. The initial American-designed Falcon proved unreliable on harsh Australian roads, requiring significant improvements to enhance its durability. Over time, Ford Australia introduced innovations such as Independent Rear Suspension (IRS) and Variable Cam Timing (VCT) to enhance the Falcon's performance and appeal to a younger generation of buyers.
In 2009, Ford Australia received approval to add a new small car to its Falcon production line, introducing a turbocharged four-cylinder "EcoBoost" version. However, by 2013, Ford Australia announced the end of its local manufacturing operations, including the Falcon, due to high manufacturing costs and low sales. The Falcon's retirement concluded its 56 years of continuous production in Australia, impacting the automotive industry and leaving a lasting legacy in the country's automotive history.
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Manufacturing losses
Ford Australia has had a long history of manufacturing in the country, dating back to the 1920s. However, in recent years, the company has incurred significant financial losses, which have led to manufacturing losses and changes in its Australian operations.
In 2013, Ford Australia announced its departure from the Australian market after 88 years, citing uncompetitive manufacturing costs and poor sales as the primary reasons. The company had been experiencing financial losses for several years, with a total loss of A$600 million over five years, including a loss of A$290 million in 2011 and A$141 million in 2012. As a result, Ford planned to cut 1,200 jobs across its two main factories in Victoria: Geelong and Campbellfield.
The decision to leave the Australian market marked a significant shift for Ford Australia, which had been a major player in the country's automotive industry. The company's history in Australia began in 1925 when it started assembling Model T cars, and by 1928, they had transitioned to producing the Model A. During World War II, Ford Australia contributed to the war effort by ceasing car production and manufacturing military equipment instead.
In the post-war years, Ford recommenced assembly operations, initially focusing on imported models like the UK-sourced Pilot and various British cars. The company also assembled the Ford V8 from Canada. Over the years, Ford Australia expanded its manufacturing capabilities, designing and producing popular models such as the Falcon, which was adapted from a US model in 1960 to suit Australian requirements and road conditions. The Falcon remained in production until 2016 and was fully Australian-designed from 1972 onwards.
However, by the early 2000s, Ford Australia started facing challenges. In 2004, the company created the Territory SUV, Australia's first and only homegrown SUV. Yet, by 2007, Ford announced plans to close the Geelong engine plant, although these were later cancelled with a $21 million upgrade to meet European standards. In 2009, the parent company began abandoning overseas projects to avoid bankruptcy, impacting Ford Australia's operations.
The financial losses that accumulated over the years, coupled with increasing global competition and changing market dynamics, ultimately led to Ford Australia's decision to cease manufacturing operations in the country. In October 2016, Ford ended production at its Broadmeadows plant, marking the closure of its last Australian manufacturing plant. This resulted in the loss of hundreds of additional jobs and signalled the end of Ford's 88-year history of local manufacturing in Australia.
Since then, Ford Australia has transitioned to a full-service Regional Product Development Centre for the Asia Pacific and African regions, focusing on product development and importing vehicles for the local market. While the company still retains a presence in Australia, the shift away from local manufacturing has had a significant impact on the country's automotive industry and resulted in a substantial loss of manufacturing capabilities and jobs.
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The future of Ford in Australia
Ford Motor Company of Australia Pty Limited, a subsidiary of Ford Motor Company, was founded in Geelong, Victoria, in 1925. The company has had a long history in Australia, spanning over 100 years.
Ford Australia's first products were Model T cars assembled from complete knock-down (CKD) kits provided by Ford of Canada. Over the years, Ford introduced new models that were assembled in Australia, including the Falcon, which was produced from 1960 to 2016. During World War II, Ford Australia ceased producing cars and contributed to the war effort. After the war, Ford resumed assembly operations, initially with UK-sourced models and then with a range of British and Canadian cars.
However, in recent years, Ford Australia has faced challenges. In 2013, Ford announced it would leave the Australian market due to uncompetitive manufacturing costs and poor sales. This decision resulted in significant losses and job cuts. Ford closed its manufacturing plants in Broadmeadows and Geelong in 2016, ending its 88-year history of local production.
Despite the closure of its manufacturing plants, Ford Australia continues to have a presence in the country. It is designated as one of Ford's five full-service Regional Product Development Centres for the Asia Pacific and African regions. Ford Australia has a team of engineers, designers, and specialists working across five locations in Victoria. The company remains committed to providing services, experiences, and software that will power the freedom of movement for Australians.
Looking to the future, Ford Australia's focus appears to be shifting. There are concerns that Ford will concentrate on minor redesign changes for imported vehicles rather than global leadership in car design. The company's engineering and design capabilities in Australia may be reduced, with some sources indicating a transition of the engineering home base from Melbourne to Detroit for certain models.
Despite these changes, Ford Australia continues to innovate and adapt. The Ford Ranger, developed in Australia, has won multiple awards, and the company is investing in new technologies such as self-driving cars and mobility solutions. Ford remains a significant player in the Australian automotive industry, and its future in the country seems secure, even if its role is evolving.
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Frequently asked questions
Ford Australia had two main factories, both in Victoria: one in the Geelong suburb of Norlane and the other in the northern Melbourne suburb of Campbellfield. However, Ford Australia ceased production in 2016, ending Ford's 88-year history in Australia.
The Geelong factory produced the Falcon, Ford's top-selling vehicle in Australia in 1993, as well as the Territory SUV. The Falcon was produced from 1960 to 2016, and the Territory SUV ended production in 2016.
The Broadmeadows Assembly Plant in Campbellfield produced the Ford Capri, which was manufactured until 1994 when the Homebush factory closed.
