My Customers Would Have Asked For a Faster Horse

Henry Ford? Edward Menge? Lewis Mumford? Sedgewick Seti? Apocryphal?

Dear Quote Investigator: The preeminent automotive industrialist Henry Ford is credited with a saying that has become very popular in the business literature. Here are two versions:

  1. If I had asked people what they wanted, they would have said faster horses.
  2. If I had asked my customers what they wanted they would have said a faster horse.

But I can find no good evidence that Ford ever said this. It’s a great line, and I am curious to know who came up with it.

Quote Investigator: The earliest linkage known to QI between the saying and Henry Ford appeared in “The Cruise Industry News Quarterly” in 1999. John McNeece, a cruise ship designer, speculated about the desires of Henry Ford’s potential customers. Emphasis added to excerpts by QI: 1

John McNeece: “There is a problem trying to figure out what people want by canvassing them. I mean, if Henry Ford canvassed people on whether or not he should build a motor car, they’d probably tell him what they really wanted was a faster horse.

Interestingly, the words above were not credited directly to Ford. The earliest ascription to Ford that QI has located appeared in a letter sent to the UK publication Marketing Week in 2001: 2

Being market-led implies being led by the consumer — and consumers are bad at coming up with innovations (Henry Ford’s quote: “If I had asked my customers what they wanted they would have said a faster horse” springs to mind…)

Yet Henry Ford died in 1947, so the evidence connecting him to the quotation appears to be very weak. Oddly, Henry Ford’s great-grandson William Clay Ford Jr. used the remark in 2006 and indicated that the attribution was accurate.

Here are additional selected citations in chronological order.

Continue reading My Customers Would Have Asked For a Faster Horse


  1. 1999 Summer, The Cruise Industry News Quarterly, Volume 9, Number 37, Article: Creating Cruise Ships with an Eye on Next Generation, Author: Greg Miller, Start Page 67, Quote Page 67, Publisher: Oivind Mathisen & Angela Reale Mathisen, New York. (Verified visually; thanks to the staff of Hubert Library of Florida International University)
  2. 2001 January 18, Marketing Week, Innovation: ‘breaks conventions’, [Letter from David Lowings, Chief executive, 42 consulting, Maidenhead], Centaur Media plc., London. (Accessed website on 2011 July 28) link