David Crawford retires as chief executive of the Motor Industry Association of New Zealand on March 31 this year after a decade in the role – but it won’t be the last you hear of him.
A regular AutoTalk contributor, especially through his column “Crawford’s Case”, the brilliant and sometimes controversial new cars, trucks and motorcycles importing and distributors’ industry leader intends working another three months after his contract ends, helping a newly appointed chief executive into the role.
Later, Crawford – who says he’s now got his SuperGold Card – hopes to do “a lot of motorcycling”, perhaps also taking a trip around the North and South islands with a caravan.
For a man who didn’t start out to work in transport, he’s sure done plenty for the industry.
After dealing with the electronic stability control (ESC) and Takata airbag recall issues, Crawford says the Clean Car programme is the biggest recent issue the MIA is working on.
“As I said in ‘Crawford’s Case’, this is the biggest change to the industry during my time as its CEO and arguably for some time before that,” he says.
“Essentially, we have a Government which says the market’s failed – and the market will always fail when it comes to climate change.
“What they’re saying is ‘we’re going to make it difficult for you to buy things that you don’t want to buy’ – so the Government is dictating, which is not how we’ve tended to operate in New Zealand.
“You can agree with the merits or that it’s not very good.”
Crawford says the Clean Car Discount (CCD) was always going to be problematic, adding it could have been a lot worse than the way it has ended up.
“For the new vehicle sector it was instrumental in being able to negotiate greater access to low- emission technology – because manufacturers tend to steer it to places where it’s incentivised because it’s a source of revenue.”
Crawford says the Clean Car Standard (CCS) works well, other than its targets.
“They (Government) haven’t fully understood the severity of the targets and how this will impact our market – that’s what kills it, that’s what’s going to drive it under if they don’t change it.”
He reckons Europe still hasn’t adopted new targets either and that New Zealand is likely to catch up by 2027.
“We’re going to hit their targets and then exceed them – and that’s ludicrous.”
Crawford says no-one makes cars just for New Zealand, adding that we’re part of the Australasian market, so that about 70% of our fleet is designed for Australia.
He takes issue with officials saying New Zealand is a “dumping ground” for cars.
“They just don’t understand how the new vehicle sector works. We’re not a dumping ground, not for new cars.”
Crawford says New Zealand is a derived-demand market. “We import basically what people are demanding and says it’s time to change.
“We know consumers like bigger wheels because they look better,” he says.
“They like mags, bigger engines, automatics – all less fuel efficient. In the rural sector, size matters.”
Crawford reckons a lack of responsibility is shown by some in the used vehicle sector who won’t pay for recalls on imported models – which “really annoys” the new car sector.
Talking about his relationship with Imported Motor Vehicle Industry Association (VIA) chief executive David Vinsen, who is transitioning towards retirement this year, Crawford says they’ve occasionally had their moments.
But he has often been on the phone to Vinsen about various issues and working out where each organisation stands.
Crawford has been told he’s good with media, thinking quickly on his feet and representing MIA.
“The other is ‘herding cats’,” which he says has been difficult at times, especially around the Clean Car policies.
Crawford has often used his past experiences to help automate MIA processes and keep in touch with members (often as a ‘help desk’ for members around monthly statistics).
He even brought in a son with an IT background to help automate processes.
“It gave me an opportunity to look at some of our internal processes and make them more efficient.”
Crawford says he’ll be advising a new chief executive about the wide range of things the association does.
They include staying in touch with members; keeping monthly data, information and surveys going; responding to queries and rules (including rule interpretation); who to talk to; networking, and “not being afraid to ask for help and information”.
“You can’t bluff in this game,” he adds. So how did Crawford end up in the MIA when initially he never intended to?
He first got a horticultural degree then returned to university to do a post graduate course in economics and marketing.
He lectured for five years then went to Wellington to represent Federated Mountain Clubs, a voluntary organisation and, with his education background, became an IT trainer.
Crawford got a job with the Department of Conservation (DoC) as an environmental economist for four- and-a-half years then worked at Petroleum Exploration and Production Association of New Zealand (PEPANZ) – now known as Energy Resources Aotearoa – for three years as executive director.
He’d already done considerable licensing work with DoC, so was familiar with many of the issues in his new role.
“I saw it as a chance to bring some environmental conscience to this industry at the time.”
Crawford was involved in oil spill preparation and response back then, getting a job as marine environment protection divisional manager at Maritime Safety.
The key tasks were environmental management of New Zealand’s exclusive economic zone and leading the development of the country’s preparedness for shipping incidents involving oil spills.
Crawford recalls a few big oil spills between 1996 and 2005, particularly the Jody F Millennium incident off Gisborne in February 2002 which led to 25 tonnes of fuel oil spilling on to about 8km of nearby beaches.
The ship held 641 tonnes of intermediate fuel oil (HFO 380) plus 63 tonnes of marine diesel to power generators and other equipment and about 20 tonnes of lubricating oils when it ran aground in big seas. Most of it was taken off safely.
Crawford also did a short stint as a contract services manager for the Animal Health Board and was appointed general manager of safety, land transport and the environment with the Ministry of Transport. “It introduced me to this sector.”
Crawford was in charge of overland transport rules and vehicles (including motorcycles). Policy initiatives included dealing with “noisy exhausts”.
“We introduced the first vehicle exhaust harmful emissions policy,” says Crawford, adding he was also involved in the MoT’s “boy racer” legislation and working on a mandatory biofuels obligation.
He also had contracting roles with Land Information New Zealand and the Ministry of Commerce.
That a man of such talent will be sorely missed by the automotive industry goes without saying.
But expect Crawford to still have a say on some key issues if he sees the need.
*This story first appeared in the January edition of AutoTalk.
