2019 Cobra Jet program in jeopardy ?

[ALMACK]

So sad.

As a Ford fan and racer, it's depressing to see Ford Racing going downhill.
I used to really look forward every year to the new racing parts catalog from them.

Now it seems it's all wheels, axle back exhaust systems and add on spoilers.
I miss seeing new hard core performance engine parts in the catalog.

[Gary Summers]

Jesse Kershaw for president, get him back in there and those generic brands better take notice

[Riccardi Racing]

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.

Jessie I have known you for many years thru Ford Racing and you were the one anyone could go to for an answer or advise because of your knowledge and you would always steer the people right. It's a sin what has happened over there since you left. There is no loyalty to the dealer's that made them who they are. We have been there since the start basically and now they go and terminated all contracts with Ford Racing Dealers inside a Ford Franchise's and are making us buy from our motor craft suppliers now at a higher price but the Independent Ford Racing Dealers can continue to purchase direct at a cheaper price! WTF we sell their cars, stock their Ford Parts, fix their Ford vehicles but they screw us by making us pay more then an outside dealer. Very sad that over 30 year's of selling and representing Ford Racing we wont be anymore.Hopefully they dont ask the dealers they screwed over to come back when they start sinking further then they already are because they are burning those bridges.

[X-TECH MAN]

Originally Posted by Riccardi Racing

Jessie I have known you for many years thru Ford Racing and you were the one anyone could go to for an answer or advise because of your knowledge and you would always steer the people right. It's a sin what has happened over there since you left. There is no loyalty to the dealer's that made them who they are. We have been there since the start basically and now they go and terminated all contracts with Ford Racing Dealers inside a Ford Franchise's and are making us buy from our motor craft suppliers now at a higher price but the Independent Ford Racing Dealers can continue to purchase direct at a cheaper price! WTF we sell their cars, stock their Ford Parts, fix their Ford vehicles but they screw us by making us pay more then an outside dealer. Very sad that over 30 year's of selling and representing Ford Racing we wont be anymore.Hopefully they dont ask the dealers they screwed over to come back when they start sinking further then they already are because they are burning those bridges.

LOL...........................

[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?!?

[X-TECH MAN]

Originally Posted by billy nees

wait a minute, wait a minute, are we talking about the ffford racing program or nhra?!?

both !

[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.

[Jesse Kershaw]

Originally Posted by D.Johns

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.

This is essentially correct but the details were slightly different as I recall. I apologize if this is hijacking the thread but the CJ came to be from really two simultaneous proposals converging.

Brian Wolfe who was at the time director of another group (powertrain or engine, can't recall the exact title) was pushing on FR for a sportsman entry into NHRA. Mike Pustelny was trying to steer the big 3 together and had a proposal he crafted. I do not believe the brass at Ford Racing took this seriously and really wanted it to go away. Wolfe pushed the FR management and they sent a representative, but it wasn't me and I wasn't included in the discussion at all. This was odd because I was the lead interface for NMRA/NMCA and because I had been pushing around a drag car powerpoint for years.

There were a few meetings before I was involved at Wolfe's office so I cannot give first hand details on what happened but it's my understanding that they decided to put the GT500 in the NHRA guide and Ronzello would race it. Ford Racing would be the middle man to get Jimmy a test car to do this. Later this became the famous black CJ convertible Ronzello and Wright built as a CJ prototype.

Without knowing these meetings were happening I sent Wolfe my powerpoint on the Cobra Jet to get his feedback and help. I had already worked with the Ford trademark lawyers to ensure we actually had the name. This idea of a turn-key drag car was something I had been working on since the 2003 Cobra and it drew inspiration from many sources. Evan Smith was a big help to me as was Roger Pohlman who worked at the FR warehouse and owned one of the original lightweight cars. Many others gave me insight as well but these two helped fill in many blanks so when I put together the powerpoint it had substance. But even with substance and a pretty solid business plan I wasn't getting noticed. Everyone I put it in front of brushed it aside, I thought Brian could help me edit it for executive speak because he was a drag racer and had influence.

Wolfe got back to me within 15 minutes with a note essentially saying "I'm setting up a meeting with you and your boss". 5 minutes after that my boss was at my desk asking why I sent Brian Wolfe a note. But he knew the powerpoint/proposal had been made to him for at least a year so I presume he didn't want to connect the dots to the meetings he was having with Brian Wolfe, and I by accident connected those dots. To be fair the FR director at the time had a clear edict that drag racing was John Force and anything else was not to be considered so it's not a shock my boss wasn't entertaining the idea if his boss was telling him not to.

The next NHRA sportman meeting was in Wolfe's office. attendees as I recall were Ronzello, Wolfe, Andy Slankard, Jamie Allison, Rob Deneweth, Larry Ferrin and myself. Prior to this meeting I think they had talked about maybe doing a car but they had no roadmap to it, my powerpoint I believe gave them a direction and basis for discussion.

The CJ proposal did include a naturally aspirated 3v engine for 2008 model and a blown 5.4L for the 2010 model. In hindsight the proposal sounds crazy but at the time I believed the only way I could get a program approved was with the 3v engine because we had 50 cars worth of 3v parts in inventory or on order. Prior to the CJ, FR did the FR500S and it was a disaster. I know that's an inflammatory term to use but it's the right term. Half of the 75 FR500S's sold at a loss and they had already ordered parts for 50 more! Bodies, engines, headers, wiring, etc. all insotck or on it's way. Prior to Wolfe throwing his support behind my proposal I believed the only chance to get the car approved was to consume those parts and make a play that would allow them to not scrap those materials. The engine as propose was not a stock 3v but rather a 5.0L based off the Boss5.0 block and CNC heads.

In the meeting Wolfe did call this engine out and say it was a bad/dumb idea (Brian has always been blunt with me when he thought I had a bad idea, and he's usually correct). He asked Deneweth or Ronzello the cost of the GT500 engine (which I am sure he already knew) and within a few minutes it was decided that this was the engine we would use. Andy Slankard turned to me and asked if I was ok with that because had I said no I think he would have pushed back. I concurred it was the better decision. I had to hold my poker face because inside I was grinning, this was always the engine I wanted in there but didn't think it would fly.

After that it wasn't a slam dunk the car would happen but wheels were slowly turning. This was probably March or April 2008, FR was doing some work but feet were dragging. Mike Pustelny was helping us but the FR management still hadn't bought in. We were working on it enough to keep Wolfe satisfied but I suspect the plan was to slow roll it long enough that we couldn't make timing on a 2008 model and then scrap the program with a shrug and "we tried".

Then in May or June Wolfe called me and told me that he was coming over as director. I was told to keep it to myself until it was officially announced. When there was an FR staff meeting called I knew what it was for so I kept my eyes on a few people to see their reactions and saw terror flash across their face when they heard he was coming. There was no more slow rolling this program, it was going to happen! I recall one manager saying something like "we're probably going to have to send the motorcoach to NMRA races now"

Wolfe lit a fire, worked the whole group hard, and we delivered a car I'm very proud of to this day. There's so many stories about the hard work and some luck that brought us the success we got. And all the credit to the customers that bought the cars and raced them. Had no one bought-in where would we be?

2009 was a hard year in the performance aftermarket, many businesses were shutting down and FR made money with Wolfe keeping us on track. It might sound a bit arrogant to say but I don't think the CJ would have happened without the lucky timing of the FR500S flop making bodies and plant parts available, Wolfe's leadership coming to FR and me having a plan already in the works. Those 3 things were the lucky alignment IMO. That's not to discount the efforts by anyone else but those were major hurdles that might not have otherwise been overcome in the short time frame we had.

[D.Johns]

Jesse,

Thanks for sharing the background! It was truly a great team effort and all the right players were there to make it happen. Things like that to be involved with come along but maybe once in a lifetime. Thank you for everything you and your fellow team members did over the years.

You are incredibly missed out here! Good luck on all your future success as I’m sure you will have plenty.