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3 Best Practice PANDA power comes to APA
4 Market Watch All new Falcons take Australia by storm
5 Headline News Fiesta debuts in APA
6 Cover Story Driving Skills for Life program helps protect drivers in Asia
9 Global View Russia: Growth and change
John ParkerExecutive Vice President, Asia Pacific and Africa
10 Voice of the Customer Quality roadmap to One Ford
12 Corporate Social Responsibility A look at APA’s Global Week of Caring activities
14 Product Watch • New Escape makes its mark on the Bangkok skyline
• PowerShift design revamps the new Ford Focus
• Ford Ikon 1.4 TDCi gets top honors in fuel economy
17 News Round-up
18 Ford Faces
Contents
is published for the people of Asia Pacific and Africa, Ford Motor Company, by Ford Communications - 19th Floor, Lake Rajada OfficeComplex, 193/82-86 Ratchadapisek Road, Klongtoey, Bangkok, 10110, Thailand. Director/Publisher: Whitney Foard Small; Managing Editor:Mia Barrett; Regional Content Team: PRISM; Design/Production: Oakins and Stone Limited. A publication of Ford Communications Network. 2008.
W elcome to the preview issueof @Ford, our new magazinewhose content will begenerated specifically from
and geared towards theFord markets and people across our Asia Pacificand Africa region. It represents yet another example of our globaldrive towards One Ford and the integrationthat’s being deployed throughout all aspects of
the business – in this instance,through enhanced and expandedcommunications. In the months ahead, @Ford willaim to keep you informed of thesignificant events and news occurringacross our very diverse and dynamic
region, as well as highlight the specific activitiesand programs that are taking place within yourown markets. Globally, and here in Asia Pacific and Africa,we’re certainly faced with some of the mostchallenging and difficult times that our industry andFord Motor Company have ever faced. The financialcrisis that has recently swept the globe, and itsimplications to the auto industry – including thetightening of credit and falling consumer confidence –have been playing out in headlines on a daily basis.
Yet despite the uncertain times and rapidlyshifting environment that currently face us, @Fordwill help you see the significant progress that isstill being made at Ford Motor Company – bothglobally and throughout our region – as well asthe many accomplishments and successes thatare being enjoyed within our markets. I’ll be using this space each issue to share myperspectives on our business and provide updateson behalf of the senior APA management team.We also want to ensure that the content of @Fordis most relevant to our people around the APAregion, so I encourage you to submit your ideasand/or feedback to [email protected] forconsideration with future issues. One Team. One Plan. One Goal.
thethroughcommunications. Inaimsignificantacross
region, well
Preview Issue / 3
PANDA powercomes to APA
and other changing factors, Ford can suddenlyfind itself charging a customer less for the partthan it pays to get it. With each market facing the same dilemma –often with the same parts – it’s an ideal taskfor centralizing. Deeman Vachirasomboon, businessdevelopment manager in Bangkok for CSO,
Have you hugged a PANDA? Ford Customer ServiceOperations (CSO) managers in the Asia Pacific and Africaregion certainly want to because suddenly their operationsare more profitable.
No, the black and white bear from China hasn’t broughtgood luck, but PANDA – which stands for Parts and Accessories ComputerSystem – has contributed more than $1 million extra to the bottom line in sixof the eleven APA markets via centralized parts pricing.
A team effortA specialist team from Thailand and India devised this additional function ofmonitoring and setting parts prices centrally from the system, which controlsall aspects of the parts and accessories business, from partsordering and warehousing to dealer ordering and logistics. It is very difficult for individual markets to monitormore than a quarter million parts numbers daily. Withcommodity price changes, competitive pressures,
best practice
“This has proven that staying on top of pricing centrally
really pays off.”
CSO business development manager Deeman Vachirasomboon and pricing analyst Patumtip Lertchaisataporn
leads a four-person team that usesPANDA to monitor pricing everybusiness day. His team has already
brought centralized pricing to Japan,India, Thailand, Vietnam, the Philippines
and Indonesia. And in just one of the marketsyet to join, the team has identified more than700 negatively priced parts. “Centralized pricing demonstrates thestrength we have when we work together as aregion,” said Brian Colianni, Executive Directorof APA Customer Service Operations. “Bythe time we’ve completed the five remainingmarkets, the profits will add up. This hasproven that staying on top of pricing centrallyreally pays off.” So, when centralized parts pricing comesto your market, give your PANDA a big hug!
4 /
market watch
All-new Falcons take Australia by storm
load paths that direct crash forces away from occupants. During its safety development, the Falcon was subjected tomore than 5,000 simulated crashes while 90 fully-instrumentedprototypes were physically crashed. Testing was carried out inthe US, Sweden and Australia.
On top of the safety features, theFalcon range also boasts all-new
exterior and interior designs, an all-new front suspension, as wellas new powertrains with morepower, more torque and
improved fuel economy. The 2008 Falcon modelswent on sale in May, goingto market with three distinctfaces on the vehicle for thefirst time in its history toappeal to a wide customer
base ranging from private and fleet customers to the high-performance sports and luxury customers. There are now three families of vehicles in the FG Falconsedan range – Falcon XT, G Series and Falcon XR.
“...the best car
Ford Australia has
ever built.”
The media are describing the new Ford Falcon as the best car Ford Australia has ever built and arguably the best car built in Australia – grand
praise for the new FG Falcon that recently proved itself to be the safest Australian car ever made. The new FG Falcon was the first Australia-made car to achieve the maximum five-starsafety rating in independent crashtesting by the Australian NewCar Assessment Program(ANCAP), scoring higher pointsthan many premium Europeanvehicles known for safety. “Not only is the FG Falconthe safest vehicle everproduced in this country, it isalso competitive with the safestsedans in the world,” said FordAustralia’s President and CEO Marin Burela. The Falcon’s comprehensive list of active and passivesafety features supplements the integrity of its new body structure,including the use of Boron steel and the development of new
Preview Issue / 5
Starting with events in Europe, Fiesta is embarkingon a global launch tour that intensifies in thecoming months. It’s a significant step forwardin the One Ford story, as Ford Motor Companybrings its new worldwide small-car design to market.
Fiesta is going to be a success, say key journalists whohave driven the new global small car from Ford. “Clearly the Fiesta is now the segment leader. It doeseverything right,” said a key South African motoring journalist,one of 1,200 members of the news media who attended theinaugural Fiesta media drive event in Italy.
Regional rolloutThe first APA markets to launch Fiesta – Australia, NewZealand and South Africa – also sent reporters to the Europeanlaunch in August and September. Then comes this month'smuch anticipated global debut of the Fiesta sedan model,which will be manufactured in Nanjing, China. Reflecting the growing momentum behind the Fiesta launch,major APA launch events began in the final months of 2008:
• Australian International Motor Show (October 9)
• South African media drive (October 20-25)
Fiesta debuts in APA
• Johannesburg Motor Show (October 31)
• Guangzhou Motor Show (November 18)
• Australian media drive (December 11-12)
Media favoriteReports from the European launch underscore key facets ofthe new Fiesta story. Journalists praise Fiesta’s innovativedesign, its unique, mobile phone-inspired interior, premiumlevels of refinement and comfort and Fiesta’s trademark, ‘funto drive’ dynamic agility on the road.
After experiencing Fiesta, one prominent Australian journalistsaid Fiesta is “a class above where it’s fighting.”
headline news
The all-new Ford Fiesta is now on the roadand it’s heading to Asia Pacific and Africa
Preview Issue / 5Preview Issue
6 /
cover story
Ford’s latest export to the Asia Pacific and Africa
(APA) region is not a vehicle but a successful driver
education program from the US. Launched in North
America in 2003 to educate teens who are new to
driving, Driving Skills for Life (DSFL) is APA’s first
region-wide corporate social responsibility program and has made
its debut in the Philippines, Vietnam, Thailand and Indonesia.
This free course mixes classroom learning and practical training
to teach safe and fuel-efficient driving. The regional program was
created in cooperation with the Asia Injury Prevention (AIP)
Foundation and government agencies in the four ASEAN countries.
The financing of the program in Southeast Asia is the first Asian
initiative for Ford GlobalGiving, a campaign of the Ford Motor
Company Fund and Community Services.
Customized for each marketIn the Philippines, the program kicked off with a series of DSFL day
camps by renowned racer JP Tuason of the Tuason Racing School.
The 170 participants learned responsible defensive driving and
practical techniques to save fuel and money via eco-driving.
APA launchesDriving Skills for LifeFollowing the success of Ford’s North America program,DSFL is inspiring safer driving across Asia Pacific and Africa
Brand ambassador Tata Young kicks off DSFL program in Thailand
Preview Issue / 7
Driving Skills for Life is now incorporated into Ford Philippines’
successful Responsibility In Driver Education program, which
has been run in schools and communities since 2005 to create
a new generation of drivers that are more aware and intelligent on
the road.
Moreover, a Road Safety Youth Council
formed in conjunction with the Ministry
of Education and the Ministry of IT and
Communication now acts as ambassadors
for DSFL.
“The program results in a more educated
road user who knows how to make his or
her journey safer while making the most out
of every liter of fuel,” said council chairman
Vic Rosales.
In Vietnam, the program was launched with the media in Hanoi
being given demo training on DSFL, followed by training for Ford
Vietnam’s largest fleet drivers – Future Star Taxi – in Ho Chi Minh
City. About 100 drivers went through the mix of theoretical and
practical training.
To educate the wider public, the program content was run on TV
programs in Hanoi and Ho Chi Minh City while graduate trainees
from driving schools and auto club members
took part in DSFL sessions. Ford has
committed to run this program through 2010
in Vietnam.
In Thailand, DSFL got off to a glitzy start
in Bangkok with international star Tata Young
– Ford Thailand’s Brand Ambassador – taking
part in the demo training and speaking on
the need for such programs to help improve
driver education and safety.
Weekend training sessions have been conducted for members
of the public while the program is being introduced in the four
upcountry regions. Some 900 drivers are expected to participate in
the program this year.
“Driving Skills for
Life is an ideal way for
Ford to leverage our
global expertise to
make a difference.”
The PhilippinesLaunched: May 7. Partners: Tuason Racing School,Society of PhilippineMotoring Journalists,Safety Organizationof the Philippines.Offered to: Fordand Mazda employees and dealers, Ford andMazda club members, fleet members, and students.
ThailandLaunched: August 20. Partners:AIP Foundation, Jor Sor 100(a road-traffic radio station).Offered to: Ford employees,dealers and customers,private drivers, universityprofessors and students.
The driver education program is being launched in four ASEAN markets initially. Here is arundown of how the program is being run
IndonesiaLaunched: August 25. Partners: The Profession Certification National Committee, Indonesia Defensive Driving Center, Ministry of Transportation, National Police Road Force. Offered to: retail customers, existing customers, university students and the public in Ford communities.
VietnamLaunched: July 10. Partners: AIPFoundation, National Traffic SafetyCommittee. Offered to: Fordemployees and retail customers,private drivers, fleet operatorsand driving schools.
ThailandLaunched: August 20. Partners:AIP Foundation, Jor Sor 100(a road-traffic radio station).Offered to: Ford employees,dealers and customers,private drivers, universityprofessors and students.
Traffic Safety
Mazda club members, fleet members, and students.
Launched: August 20. Partners:
DSFL comes to ASEAN
8 /
Adjust mirrors2 for clear view
Avoid distractions4 (e.g. talking on mobile phone)
Maintain safe5 “3-second distance” between vehicles
Drive at low engine 6 speeds, ideally at 1,500 – 2,500 rpm
Use vehicle’s7 momentum to reduce fuel use
Remove unnecessary 10 weight from roof and rear racks
Switch off the engine 8 when vehicle is idling for more than 20 seconds
Adjust tires to 9 recommended pressure
Do you. . . ?
Adjust mirrors
Drive relaxed3 anticipate traffic situations
Always use1 safety belts
“The program results
in a more educated road user
who knows how to make
his or her journey safer.”
In Indonesia, DSFL is now a credible safety driving course with the
Profession Certification National Committee, Indonesia’s only government
approved driver training association, providing certified qualification for the
participants.
Ford employees and dealers, as well as university students, were among
the first to be trained in DSFL during the launch. There will be at least 500
certified DSFL drivers in Indonesia by the end of the year.
Saving lives, saving fuelReducing the toll of road traffic accidents across the region is a key objective
of DSFL.
There are nearly 40 deaths on the roads of Vietnam every day, while
traffic accidents are the second highest cause of death in Thailand.
“In developing countries, motorization is happening so quickly that road
traffic injuries and deaths have reached an epidemic proportion. People are
taking to the road in ever-greater numbers, usually without the training to
drive properly,” said Greig Craft, president of the AIP Foundation which is
also a member of the United Nations Road Safety Collaboration.
Besides, the techniques used for safe driving are essentially the same for
economical, fuel-efficient motoring, said Neal McCarthy, corporate
communications director for Asia Pacific and Africa. “So, driving steadily at a
reasonable engine speed is not only safer, but it also helps save fuel and
reduce CO2 emissions.”
In launching DSFL in the ASEAN markets, Ford is leveraging experience
from the program’s success in North America. Ford hopes to continue
building momentum for the initiative across Asia Pacific markets, and plans
to extend the program to additional markets next year.
And AIP Foundation supports the program as best practice for the
region, said Craft.
“It’s great to see Ford, a leader in safety, doing something about this
critical issue,” he added. “Driving Skills for Life is a public-private partnership
that effectively involves government and non-government organizations.
We believe it will be the catalyst for further action to improve road safety as
nations across this region deal with rapid changes on their roads.”
Avoid distractions4
6
Use vehicle’s7 7 momentum to
reduce fuel use
10 10
Switch off the engine 8 8 when vehicle is idling
for more than 20 seconds
Adjust tires to 9 9 recommended
Preview Issue / 9
Russia:Growth and change
The Association of Russian Carmakers confidently
expects new car sales in 2008 to total 2.75
million. More than half will be imported vehicles,
but that figure will steadily diminish as foreign
brands open local plants to avoid high import duties.
Those brands are following in the footsteps of Ford, which opened
a manufacturing plant in the country six years ago.
First to manufacture“We’re really proud of the fact that
we were the first manufacturer to
come into the Russian market,
open a manufacturing plant of our
own in St. Petersburg and produce
Russian vehicles uniquely for the
Russian market,” commented John
Fleming, Ford Europe’s president and CEO. “It’s important to be
able to say, ‘we don’t only sell in Russia, but we manufacture in
Russia.’ And that’s also critical to profitability because it’s
expensive, both from a logistics perspective and also from a duty
perspective, to import vehicles here.”
Ford’s significant commitment to Russia is reflected in its sales
figures. In 2000 it sold just 1,200 units. In the first eight months of
this year, it retailed more than 128,000 units, and it is continuing to
Ford’s experience in Russia provides a vision of success for our growth in APA markets
post rises month after month.
Ford’s status as a leading brand was further underlined at the
recent Moscow International Motor Show in September. The 10-day
event attracted 1.6 million visitors, making it one of the biggest
shows worldwide. The biennial event attracted over 1,000 companies
from Russia and more than 30 countries worldwide. There were
more than 60 car brands on display, including a large contingent
from China. The Ford stand was
one of the biggest at the show
and featured a full range of
vehicles, including its three
debut models, Fiesta, Focus RS
and Escape.
Fiesta debutsFord Russia’s marketing director,
Irina Sharovatova, was excited by the new arrivals, in particular the
Fiesta. “Ford in Russia is generally perceived to be a male brand,”
she commented at the show. “Now with a very attractive small car
appealing also to a female audience we can enlarge our target
audience.”
The Focus is Ford’s best-selling car and the top foreign-brand
model, selling more than 97,000 units last year, well ahead of the
second place Renault Logan, which sold 67,800.
“We don’t only sellin Russia, but wemanufacture in
Russia.”
Use your local access number and always callyour colleagues on their 7-digit FordNet numbers
Help Ford save money!
global view
10 /
W elcome to a special featurethat will be in every issueof @Ford magazine for the Asia Pacific and Africateam. It’s reserved not for
stories about us. Instead, it’s all about the customer.Whether you’re working for Ford in India, China,Australia or any of our other markets, who areyou really working for? Is it Ford Motor Company?Well, that’s what it says on your pay stub. But Iwould argue that every one of us at Ford MotorCompany is really working for the customer. Or we should be. Our business success depends on Fordproducts appealing to the customer.
Our livelihoods depend on thecustomer having a great ownershipexperience. Our futures dependon our customers telling othershow great our quality is, andreturning themselves when itcomes time to buy their next car. In one way or another, every
one of our jobs can make a difference for thecustomer. If only we could know what they want.That’s what this section is all about. Who is the customer? We’ll get into how webring our target customers to life. How are we doing with the customer? We’llshare key metrics across the region. What do they think of Ford? In coming issues,we’ll reveal how they rate the sales and serviceexperience.
What about our quality? You’ll learn whatcustomers are saying and what we’re doingabout it.
So, with this preview issue of @Ford, it’syour chance to hear the Voice of the Customer.Let’s all work together to deliver for the customer.
Tom BrewerVice President, Marketing Sales and ServiceAsia Pacific and Africa
voice of the customer
10 /
W hat does the Ford oval badge stand for on our vehicles? Raj Nair, vice president of Operations,Asia Pacific and Africa, is spearheading a broad-based initiative to put quality at the top of the“One Ford” brand promise.
“Whether it’s Australia or China, Thailand or India, Germany or America,quality is at the heart of forging a long-term bond with customers,” Nairsays. “That makes delivering great quality one of the key pillars of theFord brand right across our region and around the world.”
A relentless focus on quality has helped Ford in North Americadifferentiate the brand, telling consumers that our quality is equal tothat of the best Japanese brands. That’s the objective for APA, too.
APA is aggressively implementing the Ford Global Quality ImprovementProgram (GQIP). This initiative is about instituting standardized qualityprocesses. It’s designed to make the Ford approach to quality the samearound the world – ensuring that the Ford brand stands for great qualityto customers everywhere.
A recent implementation of GQIP in India resulted in measurablequality improvements. Instituting the global processes helped deliverquality rating improvements of up to 40 percent. That success is symbolicof the potential for improvement across the region as the initiative picksup steam. “We’ve already demonstrated that adopting a standard approach andconsistent processes makes a huge difference,” said Phil Wright, APAlaunch and quality manager, in charge of GQIP. “The key learning fromthis program is not to invent how we approach quality. When we followthese proven global processes, our quality scores will keep improving.” Nair agrees. “This is what One Ford is all about. And achieving it is going to makea huge difference for Ford customers and our brand image.”
Quality roadmap to One Ford
Check out the regional version of ourFord Escape ad on the back cover
Preview Issue / 11
Every year, J.D. Power surveys thousands of car owners about their vehicle to measure the performance ofautomobile manufacturers and dealers around the world. The Sales Satisfaction Index examined seven factors thatcontribute to overall customer satisfaction with the sales experience: (in order of importance) delivery process;delivery timing; paperwork; dealer facility; salesperson; deal; and sales initiation. The Customer SatisfactionIndex measures new-vehicle owner satisfaction with the after-sales service process by examining dealership
performance in seven factors: (in order of importance) problems experienced; service quality; user-friendly service; servicedelivery; service advisor; service initiation; and in-service experience. Both indices are based on a 1,000-point scale, where ahigher score indicates greater satisfaction.
How did we do?
Preview Issue / 11
Meet May. She’s a fictional character with a very real role in Ford. She personifies the profile for buyersof the all-new Ford Fiesta.
Understanding the customer is essential to a vehicle’s success. What kind of vehicle do customers want?What is their lifestyle? What are their influences? What brands do they like? What music do they love? Ourresearch teams put a lot of effort into understanding customers like May. This helps us know what she is
looking for in a vehicle. May is the kind of young adult we’re targeting with the new Fiesta. This global small car from Ford isdesigned to be what May yearns for in her first car. Its fashionable style and aspirational spirit reflect the tastes of May and herfriends, based on market research. May is so important that you can see her picture in the offices of Ford designers and engineers who developed the new Fiesta.That’s how deeply the understanding of May has been injected into its DNA.
In China and across APA, Ford marketers and partners have been focusing on getting to know the profile of customers likeMay. It’s important preparation for creating vibrant campaigns that communicate the new Fiesta’s appeal straight to their hearts.
Meet May
J.D. Power rankings – also known as the Oscars of the automotive world – reflect how well(or not) we’ve been treating the customers. Here are the current results of how we are doing.
Data available as of Oct. 21 2008
Data available as of Oct. 21 2008
India Indonesia Philippines Taiwan Thailand
2008 792 (2nd) 762 (1st) 838 (8th) 860 (9th) 901 (1st)
Industry average 767 756 843 871 8792007 780 (6th) 759 (3rd) 835 (1st) 848 (9th) 872 (1st)
Sale
sSa
tisfa
ctio
nIn
dex
(SSI
)Sa
les
Satis
fact
ion
Inde
x(S
SI)
China India Indonesia Malaysia Philippines Taiwan Thailand
2008 821 (14th) 730 (10th) 763 (2nd) 763 (2nd) 841 (2nd) 856 (8th) 840 (4th)
Industry average 815 780 760 760 837 864 8472007 806 (14th) 727 (2nd) 750 (8th) 777 (1st) 828 (1st) 838 (11th) 856 (1st)
Cus
tom
erSa
tisfa
ctio
nIn
dex
(CSI
)C
usto
mer
Satis
fact
ion
Inde
x(C
SI)
12 /
Caring knowsno boundaries
T housands of Ford employees around the world went out
into their local communities to volunteer at more than
175 projects spanning six continents for the third
annual Ford Global Week of Caring in September.
In the Asia Pacific and Africa region, at least 2,000 Ford
volunteers built homes, renovated shelters and fed the hungry, totaling
more than 7,000 man hours in community service, continuing the
company’s ongoing commitment to give back and make a positive
difference in people’s lives.
“The interest among Ford employees across our APA markets in the
Global Week of Caring activities has been fantastic,” said Wendy
Dendel, vice president of HR for APA. “In fact, the number of volunteers
this year was nearly double from last year, as more of our employees are
appreciating the personal reward that comes with reaching out to those in
need within their communities.”
Here are some highlights from the region.
India
South Africa
Thailand• Blood drive
• Helped build residential house on an island
earmarked for coastal environment studies
• Visited children’s home for the physically and
mentally handicapped
India• Career orientation seminar for high school students
• Educated 650 drivers on road safety
• Free medical and dental care, meals for physically
disabled and mentally handicapped children in a
community center
• Tree planting, beach cleaning, and donation of waste
bins painted by volunteers to schools and nearby
communities
ChinaConcentrated on relief efforts for the 8.0
earthquake that struck Sichuan province and
killed tens of thousands in May. Ford, its key
joint venture and investment partners, and
employees gave at least RMB 9 million worth
of aid which included ambulances and
respirators. The cash donations were allotted
to Half the Sky Children’s Earthquake Relief
Fund, the American Red Cross China
Earthquake Relief and Aid, and Assistance to
Sichuan Earthquake Survivors.
12 /
South Africa• Maintenance work at children’s home and
squatter camp which included fixing ceilings
and broken windows
• Day trip to game farm for disabled children
corporate social responsibility
Preview Issue / 13
China
Thailand
Taiwan
Philippines
Vietnam
Australia
Indonesia
New Zealand
IndonesiaHosted breakfast and
games for 60 orphans
Australia• Blood drive
• Maintenance work at camp site for youth
at risk which included surfacing the entry
road and filling the wood shed to prepare
for next winter
• Donated business clothes, shoes and
handbags to long-term unemployed and
disadvantaged women
Maintenance work at camp site for youth
Vietnam• Painted and cleaned up a center
for disabled children
• Donated clothes, books, used
computers and a TV to them
Vietnam
Philippines• Constructed houses and provided a deep
well for a village community
• Free medical and dental services to more
than 600 residents
• Tree planting
Taiwan• Area cleaning and repair work at
handicap education center and
children’s center which included
mowing and clearing gutters
New ZealandHosted more than 400 children from
low decile schools for breakfast
during a variety mini bash
Preview Issue / 13
14 /
T he new Escape lifted off from
Bangkok suspended from a huge
hot-air balloon. The flight, which
introduced the new model of the
popular compact SUV in Thailand,
drew hundreds of media and provided a unique
sight on the horizon.
Up, up and awayCustomers, dealers and press were amazed when
the new Ford Escape took to the skies, sailing
beneath a colorful blue and white balloon bedecked
with a giant Ford blue oval. Flown high above
Thailand’s Royal Infantry Battalion Grounds,
Escape was also seeking a mark in the record
books.
The media stunt was a fresh approach, kicking
off a marketing campaign that gave the public
a chance to go aloft with the new Escape.
Fresh new designThe design enhancements to the Escape exterior
are extensive, featuring a new front, new fenders,
new bumpers and a new tailgate. Additional
revisions include new front fog lamps, headlamps,
alloy wheels, grille treatment, wheel arches, door
cladding, tailgate and tail lamps.
“The freshened SUV truly lives up to its name
‘Escape’,” said Saroj Kiatfuengfoo, senior vice
president of Ford Thailand.
“Its new, more contemporary design gives urban
SUV owners a real escape from the familiar look
of the SUV. Its best-in-class ground clearance
provides better road holding, while its powerful and
fuel-economy 2.3L VVT engine together with
premium safety features truly allows drivers and
all passengers to take on any new challenges.”
Customers in Chiang Mai and Phuket also
witnessed the flight of the Escape in early
November.
Lift off!New Ford Escapelaunches in BangkokNot even the sky was the limit for FordThailand’s push to create a successfullaunch for the 2008 Ford Escape
14 /
product watch
Preview Issue / 15Preview Issue / 15
Innovation?It’s automatic
Cutting fuel consumption by as much as 10
percent, PowerShift is good for the wallet and
q even better for the environment with reduced
carbon dioxide emissions. The six-speed double-
clutch gearbox makes its debut in the new Ford
Focus in Asia Pacific and Africa.
Developed by Getrag-Ford Transmissions, a 50:50 joint
venture, the system has twin wet clutches – one clutch controls
the odd gears 1, 3 and 5 while the other handles the even ratios 2,
4 and 6. The two clutches operate alternately, with one engaging
while the other disengages.
Shifting gearsThis means that at the same time as the engine develops full
power and maximum thrust in first gear, second gear is placed
in readiness to be engaged. And when second gear has been
engaged, third gear is readied, and so on.
This results in extremely quick gear changes – in about 0.02
of a second – which are very smooth and refined. In fact, the
PowerShift transmission changes gears faster and smoother
than you can.
Unlike a conventional automatic transmission, PowerShift
technology is not based on a torque converter or planetary gears.
In very simple terms, the PowerShift automatic transmission is
actually a manual gearbox that shifts automatically.
PowerShift performanceIn short, PowerShift fuses the performance of a manual with the
comfort and convenience of an automatic. And because of its
ability to endure high torque capacities, it is an ideal partner of
modern high-performance diesel engines.
“When you compare it with a traditional automatic transmission,
the PowerShift transmission offers the win-win advantage of
improved performance and reduced fuel consumption,” said Andy
Ball, chief program engineer, Asia Pacific and Africa. “Plus, it’s fun
to drive, and so refined. It really enhances the great driving quality
of the new Focus.”
Effortless, seamless automatic gear changes that consume less fuel – that’s what PowerShift technology delivers
Caught in traffic? The PowerShift transmission has
a creep function that’s gauged so well that you
won’t feel a surge or jerk or stumble as you move
along at less than walking speeds. Journalists from the
Philippines, Indonesia, Thailand and Vietnam had a
chance to try it out at the regional launch of the new Ford
Focus last month on the streets of Manila.
PowerShiftbeats the jamsPowerShiftbeats the jams
product watch
16 /
T he verdict’s out – the Ford Ikon 1.4 TDCi is one of South Africa’s mosteconomical cars. It earned top honors in the country’s 32nd TotalEconomy Run in July, consuming the least fuel throughout the eventand winning the overall diesel consumption category. Entered by FordSouth Africa, the car used an amazingly low 44.04 liters of fuel to
span 1,050 kilometers. The annual run was held in the Mpumalanga area, including both tar and dirt roadsin a test to find the nation’s most frugal cars.
Frugal on fuel“With the price of fuel continually in the spotlight, this year’s Total Economy Run wasmore than ever an important opportunity for us to showcase the frugality of ourvehicles,” said Ben Pillay, Ford South Africa’s marketing manager. “We achievedvictory in almost every class we competed in and took home numerous trophies in theoverall results.”
Roger Rouessart and Johan Seiling (Ford Ikon 1.4 TDCi) claimed victory inClass H while Martin Steyn and Van Aardt Schoeman in a similar car finished third. Rouessart and Seiling also achieved the lowest fuel consumption for a diesel, withRoger Hills and Gordon Stewart coming in second. Vehicles participating in the event are standard with no alterations or additions toassist in fuel efficiency.
Lazurus Motor Company was awarded the trophy for best dealer at the event.Other Ford Motor Company brands, Volvo and Mazda, also scored highly.
Who sips the least fuel?
product watch
“This year’s TotalEconomy Run wasmore than ever an
important opportunityfor us to showcase
the frugality ofour vehicles.”
16 /
Preview Issue / 17
Ford pair makeshistory with hat-trickVictory was doubly sweet for Ford with Falcons
taking a double-podium and endurance kings
Craig Lowndes and Jamie Whincup making
motorsport history at the Supercheap Auto
Bathurst 1000 at Mount Panorama in Australia last month.
The duo is only the third driver pairing in the history of the iconic
event to win three consecutive titles, and the first to achieve the feat
for the Blue Oval. Lowndes and Whincup are also the only combination
to have claimed the Peter Brock Trophy since its inception in 2006.
They won in 6hr 26min while James Courtney and David Besnard,
another Ford team, came in third. In all, seven of the ten fastest cars
were Ford Falcons.
news round-up
Lincolnreturns to JapanFord Japan successfully re-introduced the Lincoln brand in
Japan, first with the May launch of the Lincoln Navigator and
then the September launch of the Lincoln MKX. Complete with
features such as interior wood accents and leather seats, the
Lincoln MKX has been described by local media as smooth,
luxurious and powerful. Boasting an exterior jeweled chrome
grille, both SUVs further establish our niche in the market as
“modern American luxury”.
What’s your escape?Ad“FUN”ture, that’s my escape. The imaginative answer
won a motoring journalist first prize in a contest organized
specially for the launch of the new Ford Escape in
Indonesia last month. Reza Erlangga, who writes for
AutoCar Indonesia Magazine, won a family weekend trip to
theme resort Javana Spa on the new SUV. The competition
was a teaser to
create excitement
in the lead-up to
the launch of the
new Ford Escape.
And it worked.
Some 100
journalists turned
up on Tuesday
morning at Ancol Bay for the unveiling of the new Escape
with the sea as a stunning backdrop.
The setting reinforces Ford’s commitment to “Make
Every Day Exciting” and highlights the vehicle’s winning
combination of driving ease and capability for adventure,
something that the media heartily agreed with. They
praised the new Escape’s excellent performance across all
weather conditions and terrains while maintaining the
comfort and ease of driving in a sedan.
Mulally visits Ford ChinaFocus on product quality improvements, productivity, and further educating
the Chinese consumer about the class-leading fuel efficiency, safety and
value of Ford vehicles. That was the key message from Ford President and
CEO Alan Mulally to employees during his September visit to Shanghai,
Nanchang and Chongqing.
Mulally emphasized the unique position of the China market, and how
the business in China will influence and impact Ford’s future global strategy.
He also encouraged the team to continue adopting the ONE Ford mindset
and to work together to deliver ONE Plan, which is profitable growth.
This was Mulally’s third time to China since joining the company in
2006. Other than visiting the plants and workshops, he was host and
executive chairman of the third annual meeting of the Chongqing Mayor’s
International Economic Advisory Council, where Ford displayed the
EcoBoost engine technology and the all-new Ford Fiesta.
18 /
Ford faces
Quality peopleThese people make sure customers get what they want in theirFord vehicles – quality. We find out what makes them tick.
Proton LeeDirector of Total Quality OfficeTaiwan12 years with Ford
Q What does quality mean to you?
A: To exceedcustomers’expectations, to beexcellent.
A: Quality is customer satisfaction –it’s what the customer perceives andis willing to pay for in the products andservices we provide.
A: To exceedcustomers’ expectations.
A: Ability of a product to meet itsintended purpose.
Q What do you like most about your job?
A: I get a lot offree test drives,maybe too many.
A: I can see the results of the effortof the entire team.
A: The continuousdaily challenges and thedrive to make andsustain improvements.
A: Wearing two hats – customer aswell as supplier.
Q How do you inspire your staff about the need for quality?
A: Remind themthat customersdecide our futureand quality hasbeen their majorconcern.
A: I ask each member of my team tovisualize being in the customer’sshoes, to think and feel the waycustomers do before they start on anyjob.
A: I have to lead byexample, along withdaily quality cascademeetings on the floor.
A: I use daily examples in my talks.
Q What does being part of One Ford mean to you?
A: It’s all aboutthe people andteamwork.
A: One Ford means standardizationand regionalization. In the process, Ihope that different people withdifferent languages and differentmindsets can all accept thestandardization while maintaining the“can do” spirit and willingness tocontribute to the success of One Ford.
A: With internationalbackup and support,one vision and workingtowards the same goalto make Ford the best itcan be.
A: Alignment of all functions acrossthe globe for one common objective –improve the profitability of businesswith expanded customer base.
Q What’s one thing about you that few people know?
A: I dance. A: Though I’m amiable, I’m a self-assertive person.
A: I might be a leaderat the plant but at home,my two little girls are therulers of my world andhave me wrapped roundtheir little fingers.
A: I’m a reasonably good singer.
Tran Minh VuongQuality Assurance ManagerVietnam9 years with Ford
Ockert BerryPlant ManagerSouth Africa17 years with Ford
R. RamanathanGeneral Manager – Vehicle QualityIndia10 years with Ford
Q What does quality meanQ quality meanQ to you?
A: To exceedcustomers’expectations, to beexcellent.
A: Quality is customer satisfaction –it’s what the customer perceives andis willing to pay for in the products andservices we provide.
A: To exceedcustomers’ expectations.
A: Ability of a product to meet itsintended purpose.
Q What do you like most about Q like most about Q your job?
A: I get a lot offree test drives,maybe too many.
A: I can see the results of the effortof the entire team.
A: The continuousdaily challenges and thedrive to make andsustain improvements.
A: Wearing two hats – customer aswell as supplier.
Q How do you inspire your Q inspire your Q staff about the need for quality?
A: Remind themthat customersdecide our futureand quality hasbeen their majorconcern.
A: I ask each member of my team tovisualize being in the customer’sshoes, to think and feel the waycustomers do before they start on anyjob.
A: I have to lead byexample, along withdaily quality cascademeetings on the floor.
A: I use daily examples in my talks.
Q What does being part Q being part Q of One Ford mean to you?
A: It’s all aboutthe people andteamwork.
A: One Ford means standardizationand regionalization. In the process, Ihope that different people withdifferent languages and differentmindsets can all accept thestandardization while maintaining the“can do” spirit and willingness tocontribute to the success of One Ford.
A: With internationalbackup and support,one vision and workingtowards the same goalto make Ford the best itcan be.
A: Alignment of all functions acrossthe globe for one common objective –improve the profitability of businesswith expanded customer base.
Q What’s one thing about you Q thing about you Q that few people know?
A: I dance. A: Though I’m amiable, I’m a self-assertive person.
A: I might be a leaderat the plant but at home,my two little girls are therulers of my world andhave me wrapped roundtheir little fingers.
A: I’m a reasonably good singer.
Preview Issue / 19
Australia
ChinaChina
South Africa
India
TaiwanTaiwan
ThailandThailandPhilippines
IndonesiaJapan
Vietnam
Vietnam
Australia
Philippines
Australia
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