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The Lonely Rider Ford: Der Amerikanische Massenhersteller Will Den Markt Für Luxuswagen Aufrollen

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The Lonely Rider Ford: Der Amerikanische Massenhersteller Will Den Markt Für Luxuswagen Aufrollen Unternehmen Ford The Lonely Rider Ford: Der amerikanische Massenhersteller will den Markt für Luxuswagen aufrollen. Wolfgang Reitzle soll den Angriff führen. Der Schwabe kennt die Spielregeln und die Gegner. Aber er ist auf sich allein gestellt, ihm fehlen die Truppen. Kann er es dennoch packen? er Mann findet keine Ruhe mehr, schläft nur noch fünf DStunden pro Tag, nicht selten im Sessel eines Flugzeugs. Mal jettet er nach Detroit, wo er mit Kollegen von Ford konferiert, mal ruft ihn sein Boss Jac Nasser zum Frühstück nach New York. Dann der Weiterflug nach Göteborg zum Meeting bei Volvo. Derweil wartet sein Büro in London mit einem Stapel Post und mit Anfra- gen, die er, mangels Personal, am Te- lefon persönlich beantworten muss. Wolfgang Reitzle, Chef der Pre- mier Automotive Group, der Hol- ding, in der Ford seine Topmarken i Profil Wolfgang Reitzle zusammenfasst, ist ein General ohne Truppen. Ohne eigenen Mitarbeiter- Piekfein der Anzug, höflich der Stark ist er im Umgang mit Men- Auftritt – Wolfgang Reitzle (50) ist schen. Reitzle kann motivieren, stab, ohne eine Infrastruktur dirigiert DOMINIK GIGLER FOTO: der Gentleman unter den Topma- er kann überzeugen. Überraschend er von seinem kleinen Büro am Lon- nagern der PS-Branche. Sein Drang dann am 5. Februar 1999 sein Ab- doner Berkeley Square aus den An- zu Perfektion führte den Mann, stu- gang in Folge der turbulenten griff auf die Beletage der Autozunft. dierter Ingenieur und Ökonom, Aufsichtsratssitzung. Nach 23 Jah- Es sind überaus ehrgeizige Ziele, schon mit 38 Jahren als Entwick- ren BMW fing Reitzle bei Ford die der Schwabe in Diensten des US- lungschef in den BMW-Vorstand. neu an. Autokonzerns verfolgt. Reitzle will 106 managermagazin 12/99 Unternehmen Ford २ das Image von Aston Martin, Ja- guar, Volvo, Lincoln sowie Mercury verbessern und die fünf Marken der bunt zusammengewürfelten Premier Automotive Group in der automobi- len Oberklasse neu positionieren; २ die Absatzzahlen der Group und natürlich auch die Erträge jeder sei- ner Marken deutlich steigern. Und Reitzle muss den Ansprüchen von Konzernchef Nasser gerecht werden, der Ford zum größten und profitabelsten Autohersteller der Welt machen will. Sein Part: Er soll für die Amerikaner das gravierende Problem mit der Oberklasse lösen (siehe Kasten Seite 108). Nie zuvor hat ein Mann mit mehre- ren Automarken den Großangriff auf die Luxusklasse gewagt. Doch kann Reitzle die Mission ohne eigene Or- ganisation überhaupt erfüllen? Kann quasi einer allein – selbst wenn er ein Überflieger ist – eine derart an- spruchsvolle Aufgabe lösen? Oder ist sein Job eine „Mission impossible“? Reitzle will es packen. Nach dem abrupten Abgang bei BMW will er allen zeigen, dass er Großes leisten kann. Sein Neustart muss gelingen. Der 50-Jährige schwärmt von einem Traumjob: „Es ist faszinierend, die Gesamtverantwortung für derart tra- ditionsreiche Marken zu haben.“ Indes, die Ausgangslage ist schwie- rig. Beim Start für das Rennen um die Premiumkunden der Zukunft stehen die altehrwürdigen Marken der Pre- mium Automotive Group in den hin- teren Reihen. Britanniens Chrom ist von Staub bedeckt. Jaguar konnte sich zwar mit dem Rettungsanker Ford dem Niedergang der englischen Autoindustrie entziehen. Dennoch litt die Raubkatze aus Coventry lan- ge unter quälenden Qualitätsprob- lemen. Und wer erinnert sich noch daran, wie Filmheld James Bond in den 60er Jahren in einem Aston Mar- tin über die Leinwand fegte? Eine Hand voll Aristokraten, ein paar Liebhaber britischen Understate- ments sind es, die ihren Fuhrpark mit einem Aston Martin schmücken. Noch altbackener ist der Ruf der Luxusautos made in USA. Lincoln managermagazin 12/99 107 Unternehmen Ford i Firma – Pick-ups und Minivans sorgen für den Gewinn er Ford-Konzern kommt in Be- Für den Umbau zum Dienstleister quartier von Lincoln zog nun erst Dwegung. Die zentralistische Füh- ist Ford gerüstet: Ford Credit ist die einmal nach Kalifornien um. Ziel rung vom Hauptquartier in Dearborn zweitgrößte Auto-Finanzierungsge- ist, dass die Marke größere Eigen- aus gilt als gescheitert. Konzernchef sellschaft der Welt. Der Konzern diri- ständigkeit und wieder mehr Profil Jac Nasser (51), ein Dynamicus, der giert den Autovermieter Hertz und gewinnt. im Januar das Kommando von Alex seit diesem Jahr die britische Service- Gelingt der Coup, und der 150- Trotman (66) übernommen hat, will kette Kwik-Fit (in Deutschland: Pit- Milliarden-Dollar-Konzern kann den Monolithen Ford zu einem kun- Stop). Die Schnellwerkstätten will die Absatzzahlen seiner Marken denorientierten Mobilitätsdienst- Ford in wenigen Jahren zum größten nach oben fahren, rückt die Erfül- leister umbauen. Netz von Servicestationen mit rund lung von Nassers Traums näher. Bisher trägt der florierende Verkauf 5000 Stellen ausbauen, gegenwärtig Der gebürtige Libanese, ein Work- von Pick-ups und Minivans auf dem sind es 1900. aholic und nimmermüder Antrei- nordamerikanischen Markt allein zwei In Zukunft soll Ford nach Nassers ber, will unbedingt in die Hall of Plänen den Kunden praktisch sämtli- Fame der US-Autoindustrie ein- Drittel zum Ergebnis aus dem laufen- che Dienstleistungen rund ums Auto gehen. Als der Manager, der die den Geschäft von zuletzt 5,9 Milliarden anbieten: von der Abenteuerreise im Schmach des Jahres 1926 tilgt. Da- Dollar bei. Den Rest spielt vor allem Ford Explorer bis zum Abholdienst mals war General Motors beim das Finanzierungsgeschäft ein. bei Werkstatt-Terminen. Absatz an Ford vorbeigezogen. Schwierig indes gestaltet sich das eigentliche Autogeschäft mit Mas- Näher am Kunden sen- und Luxusfahrzeugen. In den Die neue Struktur der USA kommt Ford zwar auf einen Geschäftsbereiche Marktanteil von rund 25 Prozent. In Europa erlebt die Marke aber ein Ford Desaster. Der Anteil sinkt seit Jahren, zuletzt unter 10 Prozent. In Deutsch- • Ford North America land sind es nur noch 8,7 Prozent. • Ford Europe Und die Ertragslage in Europa geht • Ford Asia Pacific gegen null. • Ford South America Mit der Dezentralisierung der Ge- Das Massengeschäft wird schäftsbereiche will Nasser für eine regional geführt Belebung sorgen. Künftig wird die Marke Ford von vier regionalen Ge- • Premier Automotive Group schäftsbereichen getrennt geführt: mit Marken von Ford North America, Ford Eu- Aston Martin, Jaguar, rope, Ford Asia Pacific und Ford Lincoln, Mercury, Volvo South America. Fünf Luxusmarken unter Die Marken Aston Martin, Jaguar, einem Dach Lincoln, Mercury und Volvo, die in Setzt auf mehr Dienstleistungen höheren Marktsegmenten reüssieren • Mazda und auf Dezentralisierung: sollen, sind weltweit in der Manage- 33-Prozent-Beteiligung Energiebündel Jac Nasser will den mentholding Premier Automotive mm an den Japanern Ford-Konzern umbauen Group zusammengefasst. Das Haupt- zehrt bis heute von dem längst über- und BMW feiern Triumphe. Der hat er entscheidend mitgeprägt. holten Image der Präsidenten-Li- weltweite Luxusmarkt liegt in den Schon mit 28 Jahren war er Abtei- mousine. Das kann Amerikas Baby- Händen deutscher Ingenieure. Selbst lungsleiter, seit 1985, seit seinem Boomer nicht locken, schon gar keine vor der Haustür von Ford. Auf dem 36. Lebensjahr, zeichnete er für die europäischen Aufsteiger. Den ge- US-Markt vermag neben den Deut- Entwicklungsarbeit der weiß-blauen planten Export von Lincoln-Model- schen noch Lexus zu reüssieren. Das Marke verantwortlich. Bis zu jenem len nach Westeuropa stoppte Ford. Bollwerk Westeuropa indes konnte ominösen Freitag im vergangenen Eine gute Tat. Der Flop konnte ver- auch Toyotas Spitzenmarke bislang Februar, der zum Wendepunkt im mieden werden. Und Mercury? Die nicht knacken. Trotz japanischer Leben des schwäbischen Automana- Marke, 1938 als Lincoln-Schwester Topqualität. gers Dr.-Ing. Wolfgang Reitzle wurde. BOB SACHA FOTO: gegründet, ist so gut wie tot. Reitzle freilich weiß, wie ein An- Jac Nasser hat danach sofort zuge- Der Massenhersteller Ford spielt griff auf den Luxusmarkt von Erfolg griffen. Dem Ford-Chef, selbst erst in der automobilen Champions- gekrönt sein kann. Den furiosen Auf- seit Januar in Amt und Würden, war League keine Rolle. Mercedes-Benz stieg von BMW in der Kuenheim-Ära klar: der oder keiner. Reitzle kennt 108 managermagazin 12/99 Unternehmen Ford Traditionsmarken mit Zukunft? Aston Martin Jaguar Volvo + Exklusiv, oft adelige Kunden. + Hoher Bekanntheitsgrad, mutiges + Robuste, zuverlässige Fahrzeuge. + Attraktives Design. Design. + Marke gilt – vor allem in den USA - Die Stückzahlen (650 Autos im + In den vergangenen Jahren wurden – zunehmend auch als sportlich. Jahr) sind zu gering, um einen Ge- Qualitätsmängel beseitigt. - Plattform-Konzept mit Mitsubi- winn zu erzielen. - Gleichteile- und Plattform-Kon- shi in der Mittelklasse weicht den - Den Hochleistungssportwagen fehlt zept mit Ford schadet dem Image. Markenkern auf. im Vergleich zu Konkurrenten wie - Im Topsegment kein Zwölf-Zylin- - Strategisch in der Klemme zwi- Ferrari die Rennsporttradition. der-Motor mehr im Angebot. schen Masse und Klasse. Reitzle über Aston Martin: Reitzle über Jaguar: Reitzle über Volvo: „Wir wollen Aston Martin zur sport- „Jaguar ist ein relativ kleines Unter- „Derzeit sind Trends zu spüren, die lichen Hightech-Marke machen. Tra- nehmen mit einem weltweit enormen Volvo während der nächsten zehn dition und zukunftsweisende Technik Bekanntheitsgrad. Aus diesem Span- Jahre stark entgegenkommen wer- wie Leichtbau mit Materialien wie nungsfeld ergibt sich das Wachstums- den. Die Menschen wollen sich im- Aluminium oder Kohlefaser müssen potenzial. Um dieses auszuschöpfen, mer stärker differenzieren.
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