Directive E-108:

Global Automotive Parts

Trademarks

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This presentation is intended to

provide a general understanding

of the E-108 Branding Directive

and is not intended to be a

comprehensive training

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At the end of this course, you

should be able to: • Understand the E-108 Branding Directive

• Describe how E-108 relates to Standard E-3

• Locate and navigate the requirements and

standards

• Understand how Branding Design Guides are

used

• Identify the application of branding and coding

on product data (3D CAD, 2D drawings) and

physical parts 3

• E-108 Directive establishes

the Branding requirements

• Ford Engineering CAD &

Drafting Standards (FECDS)

E-3 details the application of

the branding requirements 4

Directive E-108: Global Automotive

Parts Trademarks Effective Aug 1, 2002

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“This Directive sets forth the policy

for the entire Ford Motor Company

automotive group and Ford-

controlled automotive affiliates and

subsidiaries for the application of

trademarks to automotive production

and service parts and accessories.”

A message from the Chairman and Chief

Executive Officer of Ford Motor Company

Required Part Markings Automotive parts used to produce or service Ford

Motor Company vehicles, or accessories marketed for

them, must have three permanent markings:

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Ford Trademark

Manufacturing site GSDB code

Engineering Part Number

Regardless of the

country of origin,

suppliers may not

place these marks

on the parts *

* Unless required or

permitted by law

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Supplier trademark

Supplier trade name

Supplier part numbers

Prohibited Parts Markings

E-108 Branding Directive • Branding protects Ford against counterfeiting

and the unauthorized sale or distribution of

Original Equipment parts

• Adherence to E-108 is defined as a Final Data

Judgment <FDJ> deliverable in the Global

Product Development System (GPDS), and is

also mandated by the Production Part Approval

Process PPAP

• These markings indicate that a part was

manufactured under Ford‘s authority 8

E-108 Branding Directive (cont.)

• E-108 requirements apply to all parts

released after August 1, 2002 whether

tooling to support the change is newly

created, modified, transferred, refurbished,

owned by suppliers, or owned by Ford

Motor Company

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E-108 Branding Directive (cont.)

• Coding (part marking) enables part identification

and traceability

• Tooling added to support increased capacity or

parts being sourced to new suppliers must

support this requirement as well

• Sub-suppliers that do not have their own Ford

GSDB code should use the Tier 1 GSDB site

code

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FECDS Standard E-3:

Branding and Coding

• FECDS details the application of product

data branding and coding requirements

• Expands upon Ford E-108 Directive for

Global Automotive Part Marking

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• All parts must comply with the E-108

Directive including change management

of parts after initial release

• Tooling added to support increased

capacity or parts being sourced to new

suppliers must meet the Branding

requirements

FECDS Standard E-3:

Branding and Coding (cont.)

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• Any assemblies, components, and/or

accessories which are shipped to the

assembly plant, bailed, made available

through service, or made available as an

independently marketed part must have

permanent brand and code markings

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FECDS Standard E-3:

Branding and Coding (cont.)

• If the proposed branding and coding

markings do not fully meet baseline or

exception criteria as defined in Standard

E-3, the responsible engineer must obtain

a Global Brand Protection exemption prior

to release of the part

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FECDS Standard E-3:

Branding and Coding (cont.)

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E-108 Branding Directive

Ford Trademark Ford Engineering

Part Number

Manufacturing site

GSDB Code

E-108 Branding Directive

Application of Required Marks Permanent marking is made with the part forming tool

“The three identification marks must be integral to tooling and a

permanent characteristic of automotive parts”. Company trademark

has priority followed by the manufacturing site GSDB code then

engineering part number.

Temporary markings require an approved Exemption

Labels, inking, pad printing or semi-permanent marking made by

secondary operations like stamping or etching are temporary

markings

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Refer to Ford Motor Company Engineering CAD & Drafting

Standard (FECDS) E-3 for engineering direction

“For common parts shared between two or more primary vehicle

brands, FoMoCo in block letters inside a rectangle (preferred),

or FoMoCo in block letters.”

“For brand-unique parts that are not common, a primary vehicle

brand trademark (e.g., Ford, Lincoln or Ford Oval).”

Acceptable Company Trademarks

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Exceptions to Marking Requirements

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1. Size or Nature of the part

If the size or nature of the part does not permit application

(e.g., oil, water shield film, grease, mastic sheet)

2. Industry Standard Part

Non-safety related “industry standard part” that is available

“as is” from competing sources and not branded for any

vehicle manufacturer (e.g., tire valve stems, light bulbs,

some fasteners)

If a part fully meets one of these 4 Exception

definitions, no Exemption is required

Exceptions to Marking Requirements (Cont.)

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3. Black Box Parts

Parts that are fully engineered and assembled by a supplier

that are also used by multiple vehicle manufacturers without

modification:

• Supplier identifying markings are not preferred, but

allowed if such markings are not customer-visible when

installed

• A permanent, secondary marking method such as laser

marking or a secure label with a Company trademark,

engineering part number, and supplier code must be

visible on the part.

Exceptions to Marking Requirements (Cont.)

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4. Purchased in Assembly (PIA)

PIA refers to a sub-component that is always permanently

attached or contained within a next level of assembly that is

E-108 compliant

PIA parts are NOT:

• Shipped to the vehicle assembly plant separately

• Available through service separately or within a service kit

• Available as an independently marketed part

• Used for a re-manufacturing or re-machining process

Although a PIA part may meet all of the conditions above,

Product Engineering may still elect to assign a Ford

Engineering part number

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Parts E-108 Trademark Compliance Checksheet

Form used to

record GPDS

compliance at

FDJ & PPAP

(Sec. 2.2.1)

Does the part

comply with

E-108

Directive?

Compliance Checksheet

Asy vs PIAs Format

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Up Level

Asy

Serviceable PIA

components only

Form used to record GPDS compliance at

FDJ & PPAP (Sec. 2.2.1)

• Exemptions are an approved reduced set of Branding

requirements for a specific Ford part number

• Exemption requests are analyzed by the Brand

Protection Group

• If approved, the exemption will describe the reduced

set of marking requirements for that part number.

• Exemption Database number: 14-xxxxxxA or T (Year-

serial number Approved or Temporary)

• Pre-Database Exemption number: 07-01xxx_A or T

(Year-Month, serial number, Approved or Temporary)

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What are Branding Exemptions?

Exemption

Example:

Full engineering

part number

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Branding Design Guides (DG)

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• When a reduced set of branding requirements is

appropriate for a base part number, a Branding Design

Guide (DG) for that base part number is written and the

DG number is placed in the Branding database

• A newly created part with the same base part number

that meets that reduced set of requirements, can use the

DG number as the Exemption number

• The DG exemption number is placed in the Master Part

Record

EXAMPLE: Design Guide number DG14-xxxxx (DGyear-

serial number)

Allowed

Design

Guide

Exemption

Example:

Base part

number

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Service Kit Packaging Marking

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• Service kit packages are marked with Temporary

type marking; e.g. label

• Label must have Ford trademark, Ford service kit

part number and the GSDB code for the supplier

selling the kit to Ford

• Parts included in the kit are not expected to have a

service part number on the part but are required to

have an engineering part number

• Parts included in the kit must conform to E-108

Branding requirements to the level they are available

separately

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Production Asy Service Parts

Cart Asy

Cart Body

Handle Asy

Wheels

Axle Asy

Prod. & Service Parts Require Permanent Marks:

Ford TM, Manufacturing site GSDB code & Ford

Engineering Part #. Temporary Marking of

Production Asy Number Permitted

Service Kits & PIAs

Handle Asy

Tee Nut

Handle

Grips (PIA)

Wheel Asy Kit

Wheels

Axle

Pins (PIA)

PIAs Do Not Require Branding.

Engineering part number must be

issued for all parts contained

within kits.

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S

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Production

Assembly

Serviceable

parts and

assemblies

Service Kits Marking Expectations

Cart Asy E-108 applies

Cart body E-108 applies

Handle Asy Handle Asy Kit E-108 applies

Tee Nut

Handle

Grips (PIA)No marks or Ford Eng. part # are required because grips are PIA to

the handle

Wheels E-108 applies

Axle Asy E-108 Applies

Axle E-108 applies

Pins (PIA)Contained within kit. Requires Ford Eng. part #. No part markings

are expected.

Wheel Asy KitEach part needs Ford Eng. part # at minimum one of the parts needs

the Trademark and GSDB code to meet E-108 for the assembly

Wheels E-108 applies

Axle E-108 applies

Pins (PIA)Contained within kit. Requires Ford Eng. part #. No part markings

are expected.

Each part needs Ford Eng. part # at minimum one of the parts needs

the Trademark and GSDB code to meet E-108 for the assembly

If the parts in an assembly or kit meet Branding expectations (with or without an approved exemption),

the assembly or kit packaging part number may be shown on a label or other temporary type marking.

- No exemption required -

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Checking for an Exemption or DG# Status

Go to URL https://web.purinfo.ford.com Click “E-108 Branding Directive”

At bottom of the page, <Click>

<Click>

“Check E108 Compliance for a part” or “Lookup Design Guides for a Part”

This web application allows you to

• Check E108 Compliance for a part

• Lookup Design Guides for a part

• Make a trademark exemption request

• Track your exemption requests

• View your exemptions

• Contact Brand Protection Analyst

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• <Click> on “Search” tab

• Enter the part number or base number and <click> “Search” button

Be mindful of spaces or suffix levels

• If the part number has an Exemption or Design Guide, the database

will list the number

• <Click> on the number to read the reduced set of approved marking

requirements

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Highly Visible Branding (HVB) is now a defined requirement in the

Enterprise Engineering Knowledge System (E2KS) for all applicable

product designs. https://web.e2ks.ford.com/e2ks/e2ks_home.jsp

Highly Visible Branding is required for parts listed below that are regularly

affected in a crash.

• An appropriate brand trademark must be visible when looked for by the

customer and service personnel after final assembly without removal of

parts.

• Highly Visible Branding affected components:

Front Bumper Lower (Metal) Fixed & Movable Glass

Fender

Rear Bumper Lower (Metal) Headlamps Hood

Front Fascia Lower Tail Lamps Side Doors

Front Fascia Upper Upper Radiator Grille Tailgate

Rear Fascia Lower Lower Radiator Grille Decklid/Liftgate

Rear Fascia Upper Rear Closure Sacrifice Panel

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Windshield

RR Bumper Upr

Rear Door

Tail Lamp

Highly

Visible

Branding

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Q1 Site Assessment Evaluation

Matrix Checklist Expectation 1.2.6

“Supplier ensures that all print dimensions and call-out notes on

the engineering drawing are always met through control plans,

work instructions, job set-up instructions, and receiving

inspection.”

Expectation Guidelines

“Supplier is compliant to Vehicle Parts Branding Directive E-108

for any tooled parts after 8/1/2002”

Q1 Site Assessment Evaluation Matrix Checklist

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Deliverable 6 - Production Drawing Available

Expectation 4: Ensure Drawing shows E-108 Compliance

Deliverable 20 – Parts 100% to Print

Expectation 2: Confirm part compliance to E-108

Deliverable 23 – Appearance Approval

Expectation 2: Confirm PPAP compliance to E-108

External Supplier APQP/PPAP Readiness Assessment

https://web.qpr.ford.com/sta/Supplier_APQP_PPAP_Readiness_Assessment_Template.xls

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FAP02-007 Traceability: Defines the roles and

responsibilities to identify the components and assemblies

FAP03-145 Production Part Identification: Describes the

Production Part Identification Basic System

FAP03-196 Trustmark: Describes the conformance and

deviation policy for requirements contained in the Ford

Product Engineering Standards

Ford Automotive Procedures

FAPs and E-108

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Ford Motor Company Engineering CAD & Drafting

Standard (FECDS) Standard E-3(SA)

https://web.purinfo.ford.com under the E-108 tab or

https://team.extsp.ford.com/sites/C3PNGMethods/FECDS/

C3PNGMethods.html

Contact local Brand Protection office (SA)

EU: bprotect@ford.com

Rest of World: brandgrp@ford.com

Ford Automotive Procedures FAP (FO)

https://www.tc2.ford.com/ts/voqoeu/web/Lists/FAP%20Proc

edures/AllItems.aspx

Reference / Contact Information Access: Ford Only (FO), Supplier Accessible (SA)

Final Data Judgment <FDJ> Deliverable VG-E-65-D1(FO)

http://www.gpdsonline.ford.com/GPDS24/ProcessSheets/GPD

S24_ps_93151.pdf

Production Part Approval Process <PPAP>(SA)

http://www.iatfglobaloversight.org/docs/Ford_Specifics_for_PP

APJune2013.pdf

Enterprise Engineering Knowledge System <E2KS>(FO)

https://web.e2ks.ford.com/e2ks/e2ks_home.jsp

Reference Information (cont.)

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Access: Ford Only (FO), Supplier Accessible (SA)

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Q&A - Discussion