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How we created a van and murdered the competition.
Page 70
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WAY BACK IN '65 WHEN A VAN WAS A CAR
1965. The van is little better than a glorified car. Manufacturers suited themselves, making vans based mainly on car parts. Long loads hung out of back doors; what went in one way had to come out the same way and if you were unlucky enough to have to carry a 22 cwt load, for example, there simply wasn't a van designed to do it Something was soon to change all that.
VANS FOR PEOPLE AND THEIR JOBS FOR A CHANGE
Ford had decided that manufacturers weren't doing all they could for operators.
Ford researched people to find out what they needed. More wheelbases ? More loadspace ? More power? More doors? More payload?
'Yes' was the answer. People were asking for a better van.
There are lig^t goods with a big volume. There are compact but heavy goods. Packages can be square shaped or weirdly shaped There .s a Transit fur them all. Loadspace from 118 Cu. ft. to 390 Cu. ft. in the long wheelbase Parcel Van. Payloaos of 35, 30. 2O or 22 cwt. with two new iatings, 14 and 16 cwt. just announced. Suit yourself.
Ford listened.
Then they acted. The idea was to make a 'module' to form the basis of dozens of vans and special bodies for all needs. A range, including buses, chassis cabs and special chassis. The emphasis was on people and what they wanted.
'TRANSIT'
Transit, the first fully-thought-out medium-duty range, had arrived. It was new. Stylishly so.
Ford found that operators needed more choice of doors.
So Transit was designed with 18 different kinds of door combinations. Sliding doors. Side loading doors. Lift-up tailgate. And conventional hinged doors for rear and cab. Ford found that operators needed more power choice.
So Transit offers five engines : 4 V-4 petrol engines giving 73, 81.5, 85.5 and 93 bhp, arid a straight-4 diesel giving 52 bhp : and they're up front, easily accessible.
Ford found that operators wanted more comfort.
So Transit has an optional de-luxe custom package with superb appointments. And all Transits have walk-through to nearside and rear.
And Transit had a host of other new features.
THE CLEAN SWEEP
Transit hit the market in October 1965. Ten months later it was the leader. It holds that position to this day. The Transit range had made all other vans old-fashioned.
Ford is shown here by the bold line. This chart is based on Ministry of Transport figures and shows just how Transit rose to leadership. Ford still leads despite the 1969 strikn.
Ford leads the way.
TRUCKS
THE PROBLEMS
Desote world-wide testing, every new vehicle has little things that can go wrong. Transit was no exception. Operators pin-pointed the problems ; Ford fixed them, fast.
AND THE IMPROVEMENTS
Ford exploited technical development: they discovered that neoprene was better for cooling-system hoses. They offered an automatic transmission as a Transit option. Other technical innovations were a combined alternator and voltage regulator and new rear springs to keep Transit level, all the time. Another innovation was electropainting .
lectropain ting makes a rust-res slant shell for Transit : the body .s one pole, the liquid zinc oxide the other. Paint is attracted to the rratal in a smooth, even, overall coat. It protects every nook and cranny
AND NOW MORE PAYLOAD
The results of four years of technological development are seen in the increases in payloads just announced. New rear springs, and heavier tyres, increase the payload from 12 to 14 cwt on the smallest Transit. The 17 cwt is now raised to 18 cwt. The 22 cwt also benefits. New 22, 18 and 14 cwt Transit models can carry 100 to 300 lb more gross weight. More cayhoad, more income, more profit.
Transit's so good. and depreciates so slowly, that its basic design is now being followed.
We're flattered. But Transit's still four years ahead.
And reliable as only experience can make a van.
YOUR BUSINESS TOMORROW IS OUR BUSINESS TODAY
It takes a long time to tool-up and produce a vehicle, so you have to stay well ahead.
Ford do.
Ford are still listening to what people say.
They think it adds up to better business, for them and you.