2019 Cobra Jet program in jeopardy ?

[Coleydog]

Originally Posted by Jesse Kershaw

I'm glad to see the concern over the program and thought I would share some of my thoughts as I'm in the unique position of being the only Cobra Jet program manager to delivery every single turn-key car to date, despite having been gone from Ford for more than 2 years.

It was important to me while I was there for the car to be a value but also be profitable for the company. My belief is that if it's not profitable then changes in management structure would make it easy to dismiss. When things get tough unprofitable programs get cut.

When Ford Racing became Ford Performance the groups changed drastically and became more fractured. What was SVT vehicles became FP Vehicles and the pro racing engineering portion of Ford Racing moved over there and reported up the mainstream engineering structure. THis brought enormous resources to race operations and you see the results especially in NASCAR.

The marketing for FP vehicles and pro racing marketing split off and reports up the mainstream marketing channel.

This left FP parts an orphan reporting up yet a different channel into a group called vehicle personalization with an entirely new management structure within the Ford Customer Service Division (FCSD).

instead of 2 "smokestacks" of SVT and Ford Racing, Ford Performance was now a single name but actually 3 smokestacks with different objectives and goals.

This was not a good thing for the parts program, and Cobra Jet that was developed within in. The first Cobra Jet released under this new structure was the 2016 model. For my part my influence over the program greatly diminished in this new group and in the new structure the engineering team was given largely free reign. The timing and costs doubled, and that's me being nice. Compared to prior model years for the amount of investment the 2016 should have been earth shattering. It was a battle to try and push the engineers to finish the car with the content racers wanted. I firmly believe had I not been there the 2016 model would have been far worse (I have specific examples) and would have been released even later than it was. I believe for the most I did the right things for the program at the expense of my "friendliness" with the engineering team because unfortunately that was the only way to get results.

In late 2016 we did convince Dave Pericak to weigh in on the Cobra Jet program and we had several meetings with him on the 2018 Cobra Jet. The parts program was technically "dotted line" to Dave so while we didn't report to him directly he was a director and had say over Ford Performance content as the overall keeper of the brand. Brian Wolfe even came back for the meetings to help navigate getting the CJ program back on track both with customer content and profitability for the company. Overwhelmingly Pericak sided with the content decisions I was championing but he was knee deep in Ford GT and despite several meetings it was clear that Pericak wanted to do the right thing but didn't have the time to oversee the program and it was unlikely things would change for the better without his aircover.

For my part around this time in fall 2016 I had decided to move on from Ford. One of the final straws to my decision was related to these CJ meetings where our business manager pulled me aside before walking in and threatened to fire me if I "embarrassed" him. He was telling me to lie to Pericak to save him and his cronies embarrassment over the poor financial performance and questionable decisions around the 2016 model. This was the second time he had made such threats and I'm ashamed to admit that while I didn't technically lie for him I was less forthcoming with my answers and lied by omission by not speaking up when I otherwise would have. For me this was the beginning of the end because I could no longer effectively and honestly do my job. (this business manager suddenly and mysteriously "retired" last year without a going away party/luncheon, etc.)

I left Ford in February 2017 and the 2018 CJ had already missed several deadlines and targets but had a 99% complete product description and intent deck. A test car was slated to be out by summer and real cars delivered to the 2018 WInternationals. I had coordinated with the Ford California region and the Mustang marketing manager to make a big deal out of the whole thing. Obviously that did not happen.

The 2019 CJ is drastically different than the product attributes agreed to in 2016. Some things like the new WHipple weren't in existence at the time, others are just different, and IMO worse. I am hesitant to criticize the car details because I want people to love their purchase and even if I know it could have been better I don't want to poison someone who loves their car.

Some of the things I saw after the Ford Performance restructuring that contributed to the group's dysfunction were in violation of the Ford code of ethics. If there was an investigation around such things it could be ongoing and witnesses to an investigation that are no longer with the company would be asked not to discuss it, employees cannot discuss it without jeopardizing their jobs.

I don;'t speak for Ford and I do wish the company and the racers the best but it's hard for me to imagine the program improving without a drastic change in how it's being a approached within the company. As of right now I do not believe a single 2019 CJ has been delivered. (the Skillman and Turk cars were delivered as semi-rollers and a pile of parts I am told). I know I have been criticized for not always "playing nice" within Ford but I stand by what I did because that's what it took to get things done. The new CJ is at least a year late, $25k more expensive, durability unknown, and after 3 years of development there's no way it's profitable. They missed the 50th anniversary model year completely, for comparison in 2008 we didn't start development until spring 2008 and still delivered cars before the end of the year so we could legitimately say it was a true 2008 model. The Showdown engine combo is strong right now largely thanks to Whipple but if there isn't someone constantly working with NHRA I question how long that will last. And with restructuring at Ford this is not the right time to have turmoil and money loss on a program, the CJ program hasn't brought in money for 3 years, and simultaneously had the longest and presumably most expensive development in it's history. IMO the best thing that could happen to the CJ program, and the best way to save it, would be if it is moved out of FP Parts and into the pro race operations group under Mark Rushbrook. I have no confidence in the team currently overseeing it, but for the customers and the program I'd be happy if they prove me wrong.

I think this happens a lot, non car guys in top management, bean counters. Since when does racing have to turn a profit, its advertising, the rest of the line absorbs the cost. It worked in the old days and can work now, winning sells cars. Hate to say it but Toyota understands that idea.

[Billy Nees]

Originally Posted by Coleydog

I think this happens a lot, non car guys in top management, bean counters.

WAIT A MINUTE, WAIT A MINUTE, are we talking about the FFFord Racing program or NHRA?!?

[D.Johns]

Originally Posted by Coleydog

I think this happens a lot, non car guys in top management, bean counters. Since when does racing have to turn a profit, its advertising, the rest of the line absorbs the cost. It worked in the old days and can work now, winning sells cars. Hate to say it but Toyota understands that idea.

The only way the Cobra Jet program came into existence was their ability to make the cars and sell them at a profit. The program was nearly killed before it even began when initially a different engine was proposed to be used that was built by an individual’s company(who posts on here). That engine was going to be up on price and not run in the fastest class. However in that meeting Wolfe spoke up and said what about the GT500 engine how much does that unit cost us to make? That blower in the FRPP Catalogue, how much is our cost on that? Ronzello what class would that put us in running Stock Eliminator? Alright let’s do that instead.... Kershaw also busting in exclaiming that they hadn’t made the same mistake as they did with the “GT40” trademark and had the rights to use the “Cobra Jet” name again.

proposal accepted because it was shown to be profitable. Remember this is 2008 just after the giant financial meltdown. A time when Ford sold nearly every brand and took out massive loans leveraging the blue oval itself under Mulally/Fields One Ford plan. You weren’t going to get anything through if it wasn’t world class leading and was profitable.

[Bruce Noland]

Originally Posted by Jesse Kershaw

I'm glad to see the concern over the program and thought I would share some of my thoughts as I'm in the unique position of being the only Cobra Jet program manager to delivery every single turn-key car to date, despite having been gone from Ford for more than 2 years.

It was important to me while I was there for the car to be a value but also be profitable for the company. My belief is that if it's not profitable then changes in management structure would make it easy to dismiss. When things get tough unprofitable programs get cut.

When Ford Racing became Ford Performance the groups changed drastically and became more fractured. What was SVT vehicles became FP Vehicles and the pro racing engineering portion of Ford Racing moved over there and reported up the mainstream engineering structure. THis brought enormous resources to race operations and you see the results especially in NASCAR.

The marketing for FP vehicles and pro racing marketing split off and reports up the mainstream marketing channel.

This left FP parts an orphan reporting up yet a different channel into a group called vehicle personalization with an entirely new management structure within the Ford Customer Service Division (FCSD).

instead of 2 "smokestacks" of SVT and Ford Racing, Ford Performance was now a single name but actually 3 smokestacks with different objectives and goals.

This was not a good thing for the parts program, and Cobra Jet that was developed within in. The first Cobra Jet released under this new structure was the 2016 model. For my part my influence over the program greatly diminished in this new group and in the new structure the engineering team was given largely free reign. The timing and costs doubled, and that's me being nice. Compared to prior model years for the amount of investment the 2016 should have been earth shattering. It was a battle to try and push the engineers to finish the car with the content racers wanted. I firmly believe had I not been there the 2016 model would have been far worse (I have specific examples) and would have been released even later than it was. I believe for the most I did the right things for the program at the expense of my "friendliness" with the engineering team because unfortunately that was the only way to get results.

In late 2016 we did convince Dave Pericak to weigh in on the Cobra Jet program and we had several meetings with him on the 2018 Cobra Jet. The parts program was technically "dotted line" to Dave so while we didn't report to him directly he was a director and had say over Ford Performance content as the overall keeper of the brand. Brian Wolfe even came back for the meetings to help navigate getting the CJ program back on track both with customer content and profitability for the company. Overwhelmingly Pericak sided with the content decisions I was championing but he was knee deep in Ford GT and despite several meetings it was clear that Pericak wanted to do the right thing but didn't have the time to oversee the program and it was unlikely things would change for the better without his aircover.

For my part around this time in fall 2016 I had decided to move on from Ford. One of the final straws to my decision was related to these CJ meetings where our business manager pulled me aside before walking in and threatened to fire me if I "embarrassed" him. He was telling me to lie to Pericak to save him and his cronies embarrassment over the poor financial performance and questionable decisions around the 2016 model. This was the second time he had made such threats and I'm ashamed to admit that while I didn't technically lie for him I was less forthcoming with my answers and lied by omission by not speaking up when I otherwise would have. For me this was the beginning of the end because I could no longer effectively and honestly do my job. (this business manager suddenly and mysteriously "retired" last year without a going away party/luncheon, etc.)

I left Ford in February 2017 and the 2018 CJ had already missed several deadlines and targets but had a 99% complete product description and intent deck. A test car was slated to be out by summer and real cars delivered to the 2018 WInternationals. I had coordinated with the Ford California region and the Mustang marketing manager to make a big deal out of the whole thing. Obviously that did not happen.

The 2019 CJ is drastically different than the product attributes agreed to in 2016. Some things like the new WHipple weren't in existence at the time, others are just different, and IMO worse. I am hesitant to criticize the car details because I want people to love their purchase and even if I know it could have been better I don't want to poison someone who loves their car.

Some of the things I saw after the Ford Performance restructuring that contributed to the group's dysfunction were in violation of the Ford code of ethics. If there was an investigation around such things it could be ongoing and witnesses to an investigation that are no longer with the company would be asked not to discuss it, employees cannot discuss it without jeopardizing their jobs.

I don;'t speak for Ford and I do wish the company and the racers the best but it's hard for me to imagine the program improving without a drastic change in how it's being a approached within the company. As of right now I do not believe a single 2019 CJ has been delivered. (the Skillman and Turk cars were delivered as semi-rollers and a pile of parts I am told). I know I have been criticized for not always "playing nice" within Ford but I stand by what I did because that's what it took to get things done. The new CJ is at least a year late, $25k more expensive, durability unknown, and after 3 years of development there's no way it's profitable. They missed the 50th anniversary model year completely, for comparison in 2008 we didn't start development until spring 2008 and still delivered cars before the end of the year so we could legitimately say it was a true 2008 model. The Showdown engine combo is strong right now largely thanks to Whipple but if there isn't someone constantly working with NHRA I question how long that will last. And with restructuring at Ford this is not the right time to have turmoil and money loss on a program, the CJ program hasn't brought in money for 3 years, and simultaneously had the longest and presumably most expensive development in it's history. IMO the best thing that could happen to the CJ program, and the best way to save it, would be if it is moved out of FP Parts and into the pro race operations group under Mark Rushbrook. I have no confidence in the team currently overseeing it, but for the customers and the program I'd be happy if they prove me wrong.

The CJ program was built on stealth and deception. Many of us will not miss this scam, if it does implode. And by the way you had a couple whistle blowers in your offices.

[SSDiv6]

Originally Posted by Bruce Noland

The CJ program was built on stealth and deception. Many of us will not miss this scam, if it does implode. And by the way you had a couple whistle blowers in your offices.

It appears you have a lot of insight on everything related to NHRA Stock and Super Stock Eliminator. Therefore, could you expand on your comments regarding "stealth, deception and scam" on the Cobra Jet program? Does your statement applies too to the DragPak and COPO Camaro program too?

Yes, initially the class created lots of issues while the cars were running against the older cars. Nevertheless, they have their own class, the class has grown and lots of followers.

[KRatcliff]

Originally Posted by Bruce Noland

The CJ program was built on stealth and deception. Many of us will not miss this scam, if it does implode. And by the way you had a couple whistle blowers in your offices.

Geebus. Even the whistles had blowers. When will this madness end!

[Jesse Kershaw]

To Jeff. John and Bill, thank you for your kind words. I had dinner with Jimmy Ronzello and Robin Lawrence recently and I told them how much I missed the sharing of ideas and general bench racing.

Originally Posted by Bruce Noland

The CJ program was built on stealth and deception. Many of us will not miss this scam, if it does implode. And by the way you had a couple whistle blowers in your offices.

Bruce

I'm sorry you feel this way. I think that's what I told you a decade ago as well when you were sending letters to Brian and I. Your dislike for the new cars is well documented, and you have a right to your opinion but I think there are facts you are choosing to ignore, positive consequences and actions that were the result of the CJ program (as well as the DP and Copo).

Ford contingency for older cars would not have existed for the last decade if not for the CJ. Ford posted NHRA contingency for older cars when neither Chevy or Mopar did. Ford posted in IHRA for all Fords. We posted in NMRA & NMCA when the market was crashing and it was on the table to cut. I went to the mat to protect these programs because if they were cut it's unlikely they would ever come back. These programs were kept as part of the larger sportsman drag racing because of the CJ.

When possible Ford found ways to pay racers for succeeding in a Ford. When Nick Morris had a strong season with his CJ-powered FGT Mustang we paid him the CJ payouts. When Paul Wong won a class championship we paid him the Ford payout even though some of the races that gave him points were in a brand X. When contingency sponsors were dropping off from Class payouts Ford stuck in there and even went to other sponsors requesting they stay involved. We encouraged all CJ parts suppliers to post contingency and talked several out of withdrawing. I would often write notes on the contingency check stubs congratulating and thanking racers regardless of what model year Ford they ran but those checks wouldn't exist wtihout the CJ program.

Ford gave sportsman dinners for all brand sportsman racers for several years. Even when Vegas gouged us huge on pricing we kept our commitment to the racers and held the event and stayed until late in the night when the dessert was freezing. I met Ritchie Paulie at this event and spoke with him several times over the years about his vintage Ford even last year at the CJ 50th party with Don Keen. If Ford hadn't done those dinners I'm not sure NHRA would do the Indy sportsman dinner, nor do I think Skillman would do theirs. Skillman might not even be in racing without the CJ and if they weren't that's one less sponsor for David Rampy, and one less car for Joey Shipp to drive.

When we promoted Indy class winners with a 2-page Dragster ad, we always included the non-CJ Ford's. We didn't have to do this and no one above my pay grade weighed in on it.

Ford supported adding FS classes to separate the package cars to not hurt the older cars in heads-up races.

On behalf of Ford I sought additional classes for vintage cars so we could bring in new sponsors specifically for classic race cars and offered to use my relationships with Year 1, Shelby, Scott Drake, Mother's, and any Ford officially licensed restoration hardware company to try and bring them in as sponsors/contingency sponsors for vintage classes. Unfortunately this didn't happen but the effort was there to reward lifelong Ford racers even if they weren't in the latest iron.

CJ brought in new racers that contributed to the companies this community relies on. It helps having new customers spending money to keep businesses afloat and profitable, especially during down times.

Ford offered X-plan pricing to all drag racers with a sanctioning body membership regardless of what they raced. I gave out about 30 per year on average. Several racers on this board took advantage of this and on a Super Duty it saves thousands (as much as $7k if memory serves)! Without an active CJ program I doubt this continues because there will be no one to administer it.

Ford promoted the CJ and by extension NHRA racing whenever possible. It was all over our website, e-blasts, and marketing materials. WHen our racers won we included them on our email newsletter and on Facebook feeds. We ran an ad celebrating the 8-second club as racers broke that barrier in their Ford's. There was nothing stealth about our effort.

Ford enjoyed, and as far as I know continues to have a productive working relationship with NHRA, that doesn't sound like deception to me.

Losing the CJ will likely be followed by losses for all Ford racers from sponsors, to contingency, to parts availability, to NHRA rules. So when you say many of you want the CJ gone, you're also wishing less help and support for at least some of your fellow racers.

As for whistle blowers I assume you are implying someone in Ford shared your view on the program and spoke with you about it. I am aware of a single individual who was vocal about his disdain for the program, he called the CJ owners the "haves". He was included on the 2010 model discussions. After that he was not part of the CJ team and was not directly involved with the program through the 2016 model, the last one I was there for. When I consulted him it was generally to get the perspective of someone with an opinion similar to yours. So while I wouldn't be surprised if you an he discussed something, I would be very surprised if during my tenure he knew details on the inner workings of the program or NHRA negotiations to share with you and I doubt anyone else from the CJ team communicated with you.

The decisions around sportsman drag racing and the CJ program were done with the intention of growing the sport and community around production based racing, with Ford profiting from all ships rising. This isn't to say that in hindsight Ford and their representative (me), always did the right thing. I made mistakes and sometimes I didn't agree with the direction I was told to take. And sometimes older cars did not benefit. When you're trying to make something new and desirable by default something else becomes less desirable. And there were times sitting in the NHRA tech trailer I knew doing the right thing for Ford and the new race cars meant that older race cars would be less desirable. This was part of the job, and in racing not everyone gets a trophy. I know there were times when despite my desire to help older car racers my resources were focused on selling new cars so I'm sure there are some older car customers that felt Ford didn't do enough for them and for that I'm sorry. But there was never an agenda of maliciousness toward non-CJ's and the objectives of the program were to bring more to sportsman racing, not less. Losing the CJ will likely mean less from Ford for all Ford racers, and to a degree all sportsman racers.

[X-TECH MAN]

Originally Posted by rognelson777

Look around where else the money is going. Ford is now sponsoring funny cars again, Tasca Wilkerson

Ford also has spent major money in nascar with 8 top level teams, Penske 3 teams with a wood bros/Menards satellite team. Stewart haas with 4 teams (ford was able to get them to change from chevy a couple of years ago).. Roush is still sponsored by ford, 2 teams, but roush has not done much lately

Toyota now only sponsoring 4 top teams in nascar and chevy has 8 teams, all chevys suffering right now though..

Final 4 teams last year were 2 fords and 2 toyotas.

Sponsoring ANY fuel class cars is a waste of money !

[GUMP]

Originally Posted by X-TECH MAN

Sponsoring ANY fuel class cars is a waste of money !

Would you care to share the research that you used to come to this conclusion?

[rawhide]

Jesse is spot on about the disarray in the parts division of Ford Performance. I have been a Ford Motorsport/Racing/Performance warehouse distributor for over 25 years and the business model is the worst I have ever seen. Parts on the website without picture or prices is a constant problem. There seems to be one person in the shipping department who does not care how he or she packs orders as a lot of parts in small boxes will have the box crushed by the bigger heavier items. This a top down problem and can only be corrected from the top down. I have dealt with many different people at FP and I honestly have liked everyone of them. They are so nice that I have a difficult time raising any hell for fear of hurting their feelings. I even liked the Mopar racer, Jim's best buddy. I too would like for Jesse to return to his position at Ford but he would be a fool to do it without major changes to the business model.

best regards,
Roland