FORD had an inspirational boss in Walter Hayes. The man who retired from the top job in 1989 rose to the top of the company through ‘exceptional vision and shrewd mind’.
Mark Hughes paid praise to him in Autocar. He explained how Hayes, more than anyone else, had masterminded a change in the public’s eyes of Ford. Fuddy-duddy to motorsport icon, performance master and, well, the exact opposite of the firm its name was once similarly joked about: British Leyland.
He was a former newspaper man, we learned. He used to work for the Daily Mail – and, when Ford decided it wanted a PR-led approach to rejuvenate itself, UK boss Sir Patrick Hennessy asked a pal of his who would be suited. That pal was Lord Beaverbrook…
Hayes subsequently jumped at the change, finding a firm, explains Hughes, packed with young talent. And one willing to listen to his public affairs ideas; after all, it was bred into the company.
Henry Ford, he explained, got it from an early age, and helped transform the company. And, what exactly is public affairs? ‘An all-encompassing external activity,’ one that covers much more than simple PR. It extends to long-term strategy, government relations, employee communications, motor sport, even the performance car strategy.
Hayes was the man behind the Cosworth DFV F1 engine. The Lotus Cortina. The Escort Mexico and RS2000. Formula Ford. Sierra Cosworth. You name all the fast Fords we idolise – and they were his doing. Surprising, for a man who admitted he didn’t like motorsport… maybe that’s why he admitted not to ever spending more than $1m a year on it?
It was because of Hayes that Colin Chapman became linked with Ford. Why? Because Chapman used to write a motoring column for him, while editing the Sunday Dispatch. Can you believe?! Proof that motoring journos do sometimes know stuff…
Former newspaper men do, too. ‘The Mini is a notorious example of a car which lost money through most of its life,’ said Hayes. So, how to approach Ford’s first-ever supermini, the Fiesta? Start in 1969 – seen years before it was launched. Spend four years taking every small car in the world to pieces, analysing every component. Then, massively research new manufacturing techniques. Result: the Fiesta made money ‘all the way through’.
He even predicted something back in 1989 that is now starting to occur – an ageing population Visionary thinker indeed: Hayes predicted that there will be a time where there is one retired person for every two in work – ‘with huge implications on car buying patterns’.
Once, the average couple had 2.2 kids and a Cortina, he said. By 1989, it was 1.7 children and an Escort. ‘This is why a changing market must be understood’.
‘If you have a good idea and the wit to sell it,’ reckoned Hayes, ‘you can do anything.’ This is what made him one of the most remarkable fellows in Ford history. Next time you hear mention of the Sir Walter Hayes Trophy, now you have a taster of why it, and he, are so highly esteemed.
Business acumen from Hayes? Includes:
•   The importance of good mainstream models: There are far more poor people than rich people
•   On harmonisation of legislation: ‘It does the baker a huge favour if regulations say that all cakes must have green icing and little red snowmen – he can get on with making nicer snowmen’.
•   On Fords internal jingle: ‘perceived customer value,’ for appeal to customers who ‘have an almost instinctive ability to recognise good value for money’.
•   On his approach to challenges: ‘I am an inveterate brain-picker; assimilating every idea that comes my way.’
•   On business methodology: ‘The secret of success in the motor industry is not what you do, but who you are smart enough to get to work for you.’
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