With the re-launch of the Ford Escort model, Bermuda Motors Ltd. is looking to increase its market share, managing director David Gibbons said.

About ten years ago, economies of scale and changes in the Japanese Yen led Bermuda Motors to stop selling Ford Escorts, except for the convertible version which was also suspended about four years ago. They then opted for Ford's Pacific Basin equivalent of the Escort, the Laser.

The changes have come full circle and now the company is able to re-launch the European range of Escorts, Mr. Gibbons said.

"From a Bermuda perspective, we had several years when it wasn't worthwhile to bring in European Fords,'' Mr. Gibbons said.

"With the Yen declining, especially the last two years, it's now possible to bring the Escort back at a competitive price,'' he said.

Escort prices range from about $24,000 to $25,500.

Bermuda and Ford go back 50 years to when Mr. Gibbons' father, Sir David Gibbons, secured Ford distributorship.

According to Mr. Gibbons, his father attended the same school as William Clay Ford, Henry Ford II's brother. Sir David would later write to William Ford, care of Ford Motor Co., in Dearborn, Michigan about selling Fords in Bermuda.

It is not known which desk the letter reached but nonetheless the go-ahead from the car company was given.

After the distributorship was secured, a service shop was opened near the Hamilton bus station and cars were displayed in the Bermuda Trading Company building where Jardines is now located. Then Ford said they wanted the company to upgrade its display and a new showroom was set up where The Royal Gazette's stationary store is now located.

The first Ford on Bermuda roads was the Anglia, a reverse angle two-seater.

Reverse angle referred to the inward slope of the car's rear window. Other early Fords on the Island were the Prefect and the Consul.

Bermudians who bought a Ford Consul were getting a car specifically adapted to meet Island requirements, former Ford of Britain chairman Sam Toy, currently visiting Bermuda, said.

Sir David, when he was only 20 years old, told Ford of Britain that the Consul was unacceptable for Bermuda roads.

"It was too long, too wide and had too much horsepower.'' With the support of Sam Toy, Sir David convinced the company to build a Consul that would meet Bermuda standards.

"Within a year (we) had 30 percent of the market,'' Sir David said.

Mr. Toy, here as a family friend and to mark the re-launch of Ford Escorts in Bermuda, recalled seeing racks of sleeved-engines which had been set aside for the Bermuda Consul. As well as the engine, the car's bumpers were altered and its width narrowed to fit Bermuda standards.

The result was a "unique Bermuda Consul and I'll never forget it.'' Historically, Bermuda is an important market for Britain and with the re-launch of the Escort, the same models on Europe's roads, we are "delighted to be back,'' he said.

Ironically, the Escort was originally designed and built for the British market and later introduced to North America.

"The Escort has a huge amount of potential for Bermuda,'' Mr. Gibbons said.

He said that car sales in Bermuda may have "levelled off'' somewhat and dealers that offer the widest range of vehicles will see the best return.

On consolidation, Mr. Gibbons said that after the recent Holmes Williams & Purvey Ltd./Ray Brothers Ltd. deal it is unlikely there would be any more consolidation in the near future.

Later this year, Bermuda Motors will celebrate 50 years of Ford in Bermuda.

On Wednesday, the company held a reception at the company's Church Street showroom featuring the new Escorts.

HAVE YOU DRIVEN AN ESCORT, LATELY? -- Former Ford of Britain chairman Sam Toy (right) is currently in Bermuda to help mark the Escort's return to the Island. Bermuda Motors managing director David Gibbons (left) anticipates car buyers will like what they see.