P263 CEEFAX 263 Mon 17 Nov 21:14/43 1/7 SELLRNG SCS O One of the features of the new Escort/ Orion range, released earlier this year, is the mechanical anti-lock braking system bz Lucas Girling. The Stop Control System, to give its correct title, is a £326 option only on five-speed models with Ford's CVH engines and standard on the newer Escort RS Turbo. But Ford is having problems marketing SCS and is considering some new tactics to meet competition once its exclusive arrangement with Lucas Girling expires in a few months. MoreP263 CEEFAX 263 Mon 17 Nov 21:45/35 2/7 SELLING SCS O The problem with selling the SCS anti- lock braking system is that, to use a marketing term, it lacks high profile. There is no doubt that SCS works, but Ford has found that people would rather spend £300 on a sunroof or some other more visible option. With nearly half the new cars sold going to fleets - a strangely British phenomenon - it is easy to see why managers, mindful of the residual value of their jleets, favour the visible options for attracting disposal "ids on the !uction room floor. MoreP263 CEEFAX 263 Mon Q7 Nov 21:42/17 3/7 SELLING SCS O There are of course motorists who are satisfied having the reassurance of an anti-lock braking system without advjrtisjng the fact to the world. But clearly Ford is concerned that SCS needs more prominence where fitted and it is considering the unusual step of badging SCS on its Escort and Orion. The Lucas Girling Stop Control System should not bj confused with the more expensive electronic anti-lock brakes, which claims the acronym ABS, and is standard on Granadas and increasingly common on other executive cars. MoreP263 CEEFAX 263 Mon 17 Nov 21:32/27 4/7 SELLING SCS O The badging of SCS on Escort and Orion presents Ford with some problems apart jrom the aesthetics of a cluttered boot. (Honda has gone down this path and provides an example of how confusing badgjng can bj). SCS is not a good title for Ford to conj to grips with, for the public is simply not aware. There are also legal, trademark problems to bj considered, but action is needed before competitors (Austin Rover, for example?) steal the show Ford won initially with SCS. MoreP263 CEEFAX 263 Mon 17 Nov 21:35/44 5/7 SELLING SCS O The old question about whjthjr people are prepared to pay for safety was raised when SCS became available on Escort/Orion earlier this year. With less than 20pjr cent of such cars being ordered with the feature - where it is an option - Ford acknowledges that it could have sold the product more effectively. The attitude of fleet managers is crucial. In theory, the option will pay for itself if used "in anger", but managers know most of their drivers like to display their station. Motoring updated on Fridays MoreP263 CEEFAX 263 Mon 17 Nov 21:33/38 6/7 GOING PLACES O Some details of the SEAT MALAGA PRJMERO - featured on Radio 4's travel programme Going Places on November 14: The Primero is a special edition of the Malaga to mark Seat's first anniversary in the UK market. It is based on the 1.5GL and available in only four colours with a colour- kjyjd radiator grille and special graphics on the boot and wings. At £5895, the Primero has the features of the 1.5GL, including five-speed gear -box, radio/cassette and rear belts. Going Places, Fridays 6.30pm MoreP263 CEEFAX 263 Mon 17 Nov 21:34/21 7/7 GOJ G PLACES O Some details of the SEAT MALAGA PRIMERO - featured on Radio 4's travel programme Going Places on Novjmbjr 14: Engine 1461cc, four cylinder in-line, with maximum power of 85bhp at 5600rpm and torque of 85.5lb ft at 3500rpm. Performance Maximum speed 103mph, 0-60mph in 12.4 seconds. Official fuel consumption Urban 31mpg, 56mph 57.6mpg, 75mph 4s.5mpg Going Places, Fridays 6.30pm More