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<p>Sí que está documentada su otra famosa frase: <em>“un cliente puede tener su automóvil del color que desee, siempre y cuando sea negro”.</em> Según cuenta la historia, aunque al comienzo ensayaron con otros colores, finalmente se decantaron por el negro, debido a que secaba más rápido y eso aceleraba la producción. Sin embargo, esa frase fundacional pronunciada en 1909 se convertiría en una profecía, contribuyendo tal vez a provocar el declive del Modelo T. De hecho, Ford estimaba que el vehículo estándar satisfaría la amplia mayoría de la demanda, y que solo unas pocas unidades requerirían personalización, siendo esta básicamente decorativa. La cuestión es que para 1927 su cuota de mercado no superaba el 15%, y que las ventas ese año fueron menos de la mitad que las de Chevrolet, cosechando la compañía considerables pérdidas. El coche fue discontinuado y unos 60.000 trabajadores fueron despedidos. El nuevo automóvil, el Modelo A, vendería únicamente un tercio que su legendario predecesor.</p>\r\n
\r\n
<p>Nadie duda del impacto que tuvo el Ford T. Incluso en una industria embrionaria, sus ventas solo han sido superadas por modelos que han sido comercializados a escala planetaria y con una vida mucho más larga, como el <em>Beetle</em> o el <em>Corolla</em>.</p>\r\n
\r\n
<p>Sin embargo, la paradoja de Henry Ford consiste en que, aunque probablemente falsa, la primera de las sentencias está cargada de razón: nadie suspiraba por un automóvil a comienzos del siglo pasado, lo mismo que nadie soñaba con un <em>smartphone</em> en los años 80. Si en esa década se hubiera preguntado a los clientes qué característica adicional hubieran deseado tener en sus teléfonos, nadie hubiera dicho que una cámara fotográfica. Sin embargo, no solamente hoy nadie compraría un teléfono sin esa aplicación, sino que sus funcionalidades y resolución se han convertido en el epicentro de la guerra comercial entre los gigantes tecnológicos.</p>\r\n
\r\n
<p>La paradoja continúa porque la segunda frase, la cierta, fue sin embargo la que finalmente resultó un error: basarse en la rentabilidad de la línea de producción para imponer un criterio al cliente fue acertado en un primer momento, cuando apenas había competidores, pero a largo plazo acabó siendo una estrategia equivocada. El motivo es tan simple como fácil de explicar: sencillamente, el mercado cambió rápidamente en muy pocos años.</p>\r\n
\r\n
<p>Lo cual deja amplio espacio para una gran pregunta: cuándo hay que hacer caso al cliente y cuándo no. Hoy, que los mapas de empatía se han convertido en el nuevo DAFO y las encuestas en la nueva plaga bíblica, resulta de particular relevancia la gran conclusión que se puede extraer de la historia del Ford T: el cliente a veces acierta y a veces se equivoca.</p>\r\n
\r\n
<p>La cuestión es que el clamor por la innovación que aconteció en los primeros años 2000 parece haber sido relegado a un ruido de fondo, mermado su prestigio ante las promesas siempre hiperbólicas de la digitalización y la dictadura de las encuestas. Tanto que hoy día esta palabra, antes venerada, parece haberse convertido en poco más que un <em>commodity</em>, una pieza más en el engranaje empresarial. La paradoja de Ford nos recuerda que el verdadero valor solo se crea cuando la innovación se encuentra con la empatía. Cuando se guía al cliente hacia algo que no imaginaba, pero al mismo tiempo se le escucha y se lima lo que le incomoda o se le da lo que pide, siempre que sea razonable. La innovación sorda no funciona, como tampoco la escucha fanática.</p>\r\n
\r\n
<p>El Modelo T era un automóvil básicamente abierto porque las carrocerías cerradas reducían la velocidad máxima e incrementaban el precio. Una de las variantes más deportivas consistía en un coche con solo dos asientos techados, algo que entusiasmaba a las parejas jóvenes. Para el caso de que hubiera alguien acompañándoles, los técnicos situaron un asiento individual separado de la cabina, sobre el eje trasero. Aislado, sujeto a las inclemencias del tiempo y, sobre todo, peligroso —por estar situado sobre el depósito de combustible—, este sillón acabó siendo denominado por novias y esposas “el asiento de la suegra”. Como es sabido, pocas cosas son peores en el mundo de la automoción que tener un nombre ridículo o un apodo despectivo. El Chevrolet Nova, el Mitsubishi Pajero, <em>La</em> <em>Cirila</em> o <em>La Loca</em> son buenos ejemplos de esta infeliz circunstancia. Afortunadamente esta vez los ingenieros sí reaccionaron a tiempo y hacia 1920 el asiento suplementario se integró con el resto del automóvil. De este modo, y al menos por una vez, en la Ford de hace cien años la innovación se encontró con la empatía. Y las suegras respiraron tranquilas.</p>\r\n
\r\n
<p> </p>\r\n
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"field_yoast_seo" => []
]
