@Ford132 - March - Great Britain

@Ford

“Designing vehicles with global appeal” Martin Smith

Kuga’s Curve Control technology

Aiming high in China

Connecting Europe · March 2013

A Star is rebornStrong launch for new Fiesta

2 @Ford Europe March 2013

Fighting tAlK

Cristiano Ronaldo and team mates celebrate another goal

The all-new Ford Kuga

With this year’s competition reaching its climax, the tension between Europe’s best teams continues to rise as they compete to be crowned kings of the continent.

turn up the heAtReal Madrid CF superstar Cristiano Ronaldo has been full of fighting talk in the build-up to his side’s monumental last 16 clash with Manchester United FC, brashly branding his current employers as “better” than Sir Alex Ferguson’s men. The Red Devils will be desperate to record a famous victory, as they look to vindicate the decision to cash in on Ronaldo in 2009 and prove that the power of their collective unit is greater than one talented individual.

Meanwhile current FC Bayern Munchen manager Jupp Heynckes will surely be looking to go out with a bang after being told that Spanish supremo Pep Guardiola will replace him in the summer. The Bavari-an giants face an Arsenal FC outfit intent on

salvaging their season following a string of underwhelming domestic displays. Indeed with voices of discontent growing louder around the Emirates, this could represent Arsene Wenger’s last chance to harness the potential of a talented but brittle squad.

Arguably the most glamorous tie of the round is between two of the most success-ful sides in UEFA Champions League history - FC Barcelona and AC Milan. There certain-ly hasn’t been any love lost between the pair, highlighted by a fiery tie in last year’s competition which saw seven of the Ros-soneri’s players cautioned in the second leg. The promise of another passionate encounter has set pulses racing as the big match looms.

reAD All About itWith newspaper interest and intensity rising around Europe’s greatest club football competition, journalist are set to whet the appetites of motoring enthusiasts across the continent with their own pre-match

report of the all-new Ford Kuga. This follows a pan-European media test drive in Valen-cia, which gave journalists the opportunity to drive the car on public roads for the first time. They got the chance to experience the higher cornering speeds, together with the better handling and comfort refinement that the new model offers, proving that all the excitement is not just confined to the football field at this time of year.

high expeCtAtionSAs coverage intensifies off the pitch, expec-tations will be higher than ever before. Whilst players and fans build up their own team’s chances, quality new arrivals such as the Kuga will look to share the headlines alongside the UEFA Champions League’s brightest stars. With over 150 million people around the world set to tune in to May’s Wembley Final, Ford will be ready to put in a winning performance.

One Team · One Plan · One Goal · One Team · One Plan · One Goal ·

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Content

eDitoriAl

04 UpfrontNews in brief from around the world

06 Cover storyNew Fiesta launched with style across Europe

10 FeatureGo Further inspires employees

11 SportFormulaFord grid, WRC Fiesta 2013

12 InterviewMartin Smith on great design

14 FeatureFord aims high in expanding Chinese market

18 TechnologyFocus on Ford driver assist technologies

Ford NewsIncluded with this issue between pages 10 and 11

executive editor: Predrag Zezelj, [email protected] Writer: Peter Noble Copy editor: Rick Franks, [email protected] Design: Manfred Müller, [email protected], Alexander Bertrams, Anke Hansen production: Zetweka, Print & Production Management, Cologne Digital reproduction: purpur, Cologne print: NEEF + STUMME premium printing, Wittingen published by Ford of europe, Communications and public Affairs

Our Transformation One Step at a Time

As we head to the Geneva Motor Show this month, you’ll see no shortage of news coverage about the economic challenges facing the auto industry.

Yet behind those headlines is another story, which is the continuing progress we are making on the transformation plan we announced last year. You will recall that we pledged to launch 15 global products by 2015 – giving us one of the freshest and most dynamic line-ups in the industry.

In Geneva, we will showcase two key aspects of our product plan – a major bet on the fast-growing SUV market in Europe and a major investment in spacious and flexible people movers under our Tourneo brand. All of this is made possible by our One Ford plan showcasing the growing strength of our global company.

To start with SUVs, sales in Europe are forecast to double in the next five years and we plan to grab more than our share of this opportunity. At Geneva, the automotive world will see for the first time the European version of our striking and rugged EcoSport small SUV.

The EcoSport will go on sale later this year across Europe, joining the all-new Kuga that’s been arriving in dealerships in recent weeks. After this, we will launch the next-generation Ford Edge, a larger, more premium crossover utility that’s been successful in the U.S. and other markets.

And we should not forget the Ford Explorer, the iconic seven-seat SUV that’s heading into production in Russia for that fast-growing market.

It is important that we remind the world that Ford pioneered the SUV and no automaker has more expertise in these vehicles. Now we are bringing that expertise to Europe in a meaningful way.

Our other big story will be Tourneo. It’s a new family for Ford of Europe – a new brand that means more space, more flexibility and more great options for all kinds of teams and families in Europe at an affordable price.

On the stage at Geneva will be the Tourneo Custom, which can seat up to nine people in comfort, plus the Tourneo Connect and Grand Tourneo Connect, which seat five people and seven people, respectively, with lots of room for luggage and sports gear.

And for the first time, we’ll show a concept version of new Tourneo Courier - small, fuel-efficient and extremely versatile.

These vehicles will make a difference in our customers’ lives and reach a group of buyers who are looking for something new and different. When we say: “Tourneo – your mission is our mission” – it’s more than a slogan.

This rollout is happening quickly. The Tourneo Custom is already on the market and selling well. The Tourneo Connect and Grand Tourneo Connect are coming later this year. The Courier will follow quickly next year.

The sales and profits from our new line-up of SUVs and Tourneos will deliver a much needed boost for us in this difficult environment and should also add a new dimension to the Ford brand in Europe.

Another statistic to consider: By 2015, Ford of Europe’s vehicle portfolio will grow by 50 per cent. This shows how serious we are about continuing to invest in product during the toughest times so we will be well positioned when the economy begins to recover.

There is no better advocate for the Ford brand than you – our great workforce – so please help us get the word out to your family, friends and neighbours about the great products and technologies we are bringing to market.

Thanks for all your efforts.

@Ford Europe March 2013

by Stephen Odellexecutive vice president, Europe, Middle East and Africa, Ford Motor Company

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Upfront

ForD proFit For 2012 Ford Motor Company reported a 2012 full year pre-tax profit of $8 billion on the strength of record results from North America and continued solid performance from Ford Credit. The full year pre-tax profit of $8 billion and net income of $5.7 billion were each lower than a year ago. Fourth quarter pre-tax profit was $1.7 billion, an increase of $577 million from 2011. Ford now has posted a pre-tax profit for 14 consecutive quarters. For 2012, Europe reported a pre-tax operating loss of $1.75 billion, compared with a loss of $27 million in 2011. In the fourth quarter, Europe reported a pre-tax operating loss of $732 million, compared with a loss of $190 million a year ago. Ford Motor Credit reported a pre-tax profit of $1.7 billion in 2012, compared with $2.4 billion a year earlier. More e-leArning Two new training modules have been added to the Company’s range of online eLearning courses. The SYNC and New Fiesta/ Fiesta ST modules join the Focus ST and B-MAX courses that are available already. The new modules are designed to help employees get a better understanding of the company’s award-winning cars and technologies. Each 30-minute module uses high impact visuals and animations that bring the learning experience to life. Easy-to-use, the modules are accessible via

@Ford Online or directly at www.at.ford.com/Pages/OnlineTraining.aspx 1 FieStA beSt-Selling SMAll CAr in 2012 Automotive data intelligence provider JATO Dynamics says the Fiesta was the best-selling small car in Europe last year. According to JATO, consumers bought a new Fiesta every two minutes on average last year in Europe. Ford sold 953,174 cars across Europe in 2012, including 306,405 Fiestas. The Fiesta also was the best-selling B-car (sub-compact) globally for the first nine months of 2012, with more than 560,000 Fiestas sold worldwide, according to the latest Polk new vehicle registration data. 2 three ForD MoDelS nAMeD AS beSt-in-ClASS by euro nCAp Three Ford models have received ‘best-in-class for safety’ recommendations from Euro NCAP. In its 2012 Top Choices for Safety, the European auto safety organisation has named the outstanding models in seven market segments, from supermini to van. The Kuga and Transit are named as best-in-class in the Small Off-road 4x4 and Business and Family Van segments, respectively. The B-MAX is joint Small MPV winner with the Fiat 500L. 3 ForD SynC ApplinK CoMing to europe Ford SYNC AppLink – a system that offers drivers voice-control of smartphone music

apps – is coming to Europe. SYNC AppLink, which was showcased at Midem, a music industry conference in Cannes, France, enables drivers on the move to listen to their favourite radio stations and songs streamed to the car via their smartphone. AppLink is targeted for launch in Europe later this year. 4 FieStA St goeS into proDuCtion Ford has started production at its assembly plant in Cologne, Germany, of the new Fiesta ST. Developed by Ford Team RS, the new Fiesta ST for Europe is powered by a 1.6-litre EcoBoost petrol engine. Top speed is 220 km/h, and it will race from 0-100 km/h in 6.9 seconds. Fuel consumption is 5.9 l/100km, with 138 g/km of CO2 emissions. 5 ForD iS loW CArbon ChAMpion Ford of Britain’s long-term commitment to lowering carbon emissions has been recognised by an award from the UK’s Low Carbon Vehicle Partnership (LowCVP). The award commends Ford for outstanding achievement in low carbon transport over the past 10 years. The LowCVP aims to accelerate a sustainable shift to low carbon vehicles and fuels in the UK and thereby stimulate opportunities for British businesses. Its annual awards are designed to identify and promote examples of outstanding and innovative practice in this field.

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@Ford Europe March 2013 5

Upfront

6 Fuel Cell StrAtegiC AlliAnCe Daimler AG, Ford Motor Company and Nissan Motor have signed a three-way agreement to accelerate the commercialisation of fuel cell electric vehicle (FCEV) technology. The goal of the collaboration is to jointly develop a common fuel cell electric vehicle system, while reducing investment costs associated with the engineering of the technology. Each company will invest equally towards the project. The strategy, to maximise design commonality, leverage volume and derive efficiencies through economies of scale, will help to launch the world’s first affordable, mass-market FCEVs as early as 2017. reneWAble energy For FoCuS eleCtriC Drivers of the Focus Electric, which goes on sale in Germany mid-2013, will now be able to purchase ‘green’ electricity – energy from renewable sources. The development results from an agreement between Ford of Germany and Dusseldorf-based Natural Power. Natural Power is a leading supplier of CO2-neutral ‘green’ energy in Germany, obtaining a high proportion of its supplies from wind turbines. rAnger WinS ruSSiAn AWArD The new Ranger triumphed in the recent annual Golden Klaxon automotive awards ceremony staged in Moscow, being named as the best model in the “special transport”

category. Sixteen awards were presented this year, covering most car segments in the market. More than 200 vehicles competed for the awards this year. The Golden Klaxon award won this year by the Ranger is the eighth to be award to the Ford brand in Russia; the company received its first award in 2002 in a special category recognising investments in the Russian economy. trAnSit Job one in ChinA Production of the new-generation Transit has started in China at Jiangling Motors’ Nanchang plant. Jiangling Motors is Ford’s commercial vehicle partner in China. The company’s president, York Chen, commented: “The new model is developed in the spirit of One Ford with excellent collaboration between the Ford global team and the JMC engineering team.” Double AWArD SuCCeSS Ford has claimed double success in the 2013 BusinessCar Awards, with Focus winning Car of the Year in its sector and S-MAX taking the MPV honours. The new Ford B-MAX was runner-up in the overall Car of the Year category. “Ford’s double BusinessCar Awards win illustrates the excellent job Ford is doing to serve the business car community, especially in the crucial lower medium segment where Focus excels, and it beat some strong premium competition to the prize,” said BusinessCar editor Paul Barker.

7 1.0-litre eCobooSt WinS gerMAn AWArD Ford’s 1.0-litre EcoBoost engine won the International Paul Pietsch Award 2013 for technological innovation at the Auto Motor und Sport Best Cars Awards. The award has been presented annually for 24 years and is chosen by a jury of 30 Motorpresse Stuttgart Group editors-in-chief from 22 countries worldwide. Ford’s EcoBoost engine was picked from a shortlist of 12 innovations and was praised for its class-leading fuel economy and emissions. 8 innovAtion AWArD For b-MAx French magazine, L’automobile, has presented its Innovation Trophy to the B-MAX in recognition of the model’s unique door opening system, SYNC and the 1.0-litre EcoBoost engine. ForD’S viSion For ConneCteD vehiCleS Ford delivered the keynote address at last month’s M-Days, Europe’s leading mobile solutions and technologies conference, staged in Frankfurt, Germany. The address, entitled “Talking Cars: The Connected Vehicle in a Connected World,” was delivered by Pim van der Jagt, managing director of the Ford European Research Centre. He told delegates that mobile connectivity was the key to integrating future transport networks.


Cover Story

ONE FORD FIESTA. 24 HOURS.

WHAT WOULD YOU DO?

Fiesta is now generating a massive buzz in social media circles

Ford asked customers to submit their ideas for a perfect 24hrs in the Ford Fiesta


Cover Story

A new star in the showroomFieStA DriveS out ACroSS europe

New Fiesta is being launched across Europe on the back of a coordinated media and marketing campaign designed to engage, enthral and inform consumers

The new-generation Fiesta made its public debut at Ford’s Go Further event in Amsterdam in September, triggering a rush of glowing reviews in both automotive and non-automotive press.

This was followed by a high profile appearance at the Paris Motor Show in October and a unique Fiesta drive event focussed on SYNC technology in Rome in November which was attended by Europe’s most influential road testers and bloggers.

New Fiesta is now generating a massive buzz in social media circles, helped by two pan-European marketing initiatives.

In the first, Ford Facebook followers were invited to take part in Fiesta 24 – a competi-tion inviting people to upload photos of a Ford taken at different times of the day. Almost 8,000 fans submitted entries and their images were merged to create a Fiesta montage which can be viewed on the global Fiesta Facebook page.

“The response was excellent,” said Catherine Blee, Ford small car communica-tions manager. “We had really good partici-pation, not just from the traditional big five markets, using a wide range of social media including Facebook, Twitter and Instagram.

We had more than 35,000 ‘likes’ on Face-book, and more than 700,000 people were exposed to that campaign.”

Ford has also launched a Fiesta 24 App on Facebook across 10 markets, with more to follow. The App analyses information on the users profile page and then predicts their Fiesta future. What’s more, it encour-ages users’ to submit their ideas for a perfect 24hrs in the Ford Fiesta. The com-pany has pledged to make some of those ideas for perfect days happen.

“More than 50,000 have viewed the App and we’ve had more than 3,000 videos created so far,” added Blee. “It’s a really fun way of engaging with consumers and we will be turning some of their ideas into reality. If you’re on Facebook it’s definitely worth trying.”

Helping to spread the Fiesta message further, Ford has joined forces with celebri-ties across five European markets to film a series of video clips of them spending 24 hours with a Fiesta. Celebs including Jessie Ware (UK), Leslie Clio (Germany) and 20SYL (France) can all be seen on YouTube. Viewing figures topped 460,000 in the first month alone.

“We’ve worked with local market influenc-ers to see what they do and to find out how Fiesta would fit into their busy lives,” said Blee. “The result is some very creative and fun content which is getting really good views.”

In addition, Ford challenged Ford top artists such as Rafaël Rozendaal to create visually stunning Fiesta-based masterpieces to be featured in print ad campaigns. Rozendaal’s creation has since been turned into a stunning TV commercial.

“Originally Rafaël’s video was going to be shown on YouTube only,” Blee explained. “But it was so bold and exciting that we felt it was perfect for a TV commercial. Con-sumers can already see a further captivating Fiesta commercial called Clock, and that will be followed later in the year by one called Panoramic. We’ve also engaged another artist, Elise, to create material for print advertising, which again is visually stunning and will be supported by a Behind the Scenes video.”

To find out more about these events and the Fiesta 24 campaign, go to the Global Fiesta Facebook Page.


Cover Story

thumbs up for new FiestaNew Fiesta was launched into the European market with all the style and brio that motorists have come to associate with Ford’s best-selling small car

In a multi-faceted marketing campaign, the company ensured that the Fiesta story, of great style, performance and functionality, was spread far and wide. As part of that campaign, Ford employees were given the opportunity to see the new small car before it drove into showrooms. Here’s what some of those employees said about the new Fiesta:

“the session was quite insightful, we learnt how to be, like the new Fiesta, always connected!” Liliana Caroselli

“Women and technology... finally reunited!”Veronica Berti

“the front looks so impressive,” “SynC is just what i need,” “i drive a Fiesta at the moment, and i like this new one a lot, so i’ll definitely buy one.”

These were some of the positive comments from some of the many employees in Warley and Dunton who took the opportunity to get a closer look at New Fiesta.

At the Lommel Proving Ground in Belgium, 280 employees took part in a 30 minute presentation on the new Fiesta, learning more about its many features, including SYNC. According to one participant,

“the event was successful with everyone showing great interest and many asking questions during the demonstrations.”

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Cover Story

Innovation in Hungary

“the new Fiesta design is fantastic, the front reminds me of a sport car. SynC with its optimised voice control offers many, many fascinating opportunities for communication and entertainment.” Norbert Breu

“these kinds of initiatives with employees are very positive and very helpful, as somehow we are the ‘faces’ of the Company and the best advocates. emergency Assistance is a safety technology that can help saving lives, and that is great. Also the SMS reading feature is really useful when driving.” Mamen Bravo

“there should be more initiatives like this one. i liked it, it has been really interesting, and everything has been clearly explained.” Jesús Fosela

The new-generation Fiesta was launched with energy and innovation in markets throughout Europe. In Hungary, for example, a nationwide advertising campaign, supported by social media and press coverage, invited motorists to register their cars with a local Ford dealership.

Almost 30,000 people accepted the invitation, many patiently queuing from 8.00am to 12.00 midnight on Fiesta Day to register.

The range of models and customers arriving in Ford dealerships was wide. The youngest customer was 18 and oldest 102 years old; the oldest car was a 1959 Skoda and the youngest a 2013 Citroen. The lowest registered milage was 1,800 km and the highest 965,120 km.

All those who registered were entered into a prize drawer to win a new Fiesta Titanium, providing they agreed to give their own car to a charity.

The draw was staged live on Class FM, the country’s most popular radio channel, and the winner was father of two János Bódi, who handed in his 17 year old Escort.

The recipient charity was chosen by a vote on Ford Hungary’s Facebook site. More than 34,000 votes were cast, with the winning charity, the Peter Cerny Foundation, receiving 14,162. The Foundation provides an ambulance service for premature children. The charity can choose to accept the used Escort or a donation of 1m HUF (around $4,500).

”The day the new Fiesta arrived in Hungarian dealerships will to be remembered for a long time,” said Zsombor Varga, Ford’s communica-tions manager in Hungary.

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Go Further

employees go FurtherFord employees in Europe have taken the company’s brand promise to heart and are Going Further by working smarter and supporting their local communities. Here are some of the ways in which they are turning Go Further into action

energy-saving focusFord’s forging subsidiary, Cotarko, has gained certification to the ISO 50001 energy management standard. The company consumes 44 gigawatts of electricity a year - enough to power 10,000 households - costing €5m. After introducing energy-sav-ing measures the volume of electricity used has been reduced considerably, resulting in an annual saving of €1.4m. The focus on further reductions is continuing.

“All the staff are involved in this process,” said production manager, Mark Krause, “but members of our energy teams have a specific responsibility to identify and implement energy-saving measures in their particular production areas, whether in new parts design, project management or logistics.”

Among recent measures undertaken, furnace doors were overhauled to reduce energy loss and a new plant re-cooling system was installed. In another cost-sav-ing action, an employee proposed regulat-ing the amount of water used on forging machines.

innovation recognisedTwenty employees from Dunton and the Dagenham Diesel Centre recently received

awards for developing innovations that were granted a patent. Patents protect any device or process that is new and not an obvious development of known technology.Since 2000, Ford in the UK has been granted 2,865 patents.

Donating time and moneyEmployees in Spain are taking part in a programme called Céntimo Solidario (Caring Cent). Under the scheme, they donate monthly the spare cents of their salary to NGOs. For example, if a person earns €1,500.45 per month, they donate the 45 cents. The company collects the spare cents donated and passes them to local charitable organisations.

Valencia Assembly Plant employees also support local community organisations through volunteer work. In Madrid, employ-ees annually volunteer their time to improve the facilities at Apascovi, a centre for disabled people.

Community supportEmployees in Germany volunteered to support 115 Cologne-based charitable projects last year. Some 830 employees were involved, delivering a combined 12,400 man-hours of their time.

The highlight of 2012 was the tenth anniversary of ‘Together we are strong,’ a Ford-City of Cologne fundraising event supporting the cancer ward of a local hospital for seriously ill children. The event raised €6,750. Aside from that fundraising event, many Ford employees contributed their time and skills to improve the hospital.

Among a diverse range of other initiatives, Ford employees supported a holiday project for children and a cultural festival, where 25 Ford volunteers provided transport for guests and artists. For the ninth year, Christmas parcels were sent to children in Romania and Ukraine.

genk donationGenk employees recently donated €3,500 to MPI Ter Heide, a local centre for people with mental disabilities.

if you have a go Further story to tell, contact @Ford: call 8734 3946 or write to 1/466.

Cotarko’s new re-cooling system

FoG chief Bernard Mattes with Cologne mayor Jürgen Roters

Genk donation to local charity


Sport

Formula Ford revolution gathers pace

Fiesta r5 rally car hits the forestThe latest addition to the Fiesta rally car family has been put through its paces for the first time prior to its competitive debut.

The all-new, M-Sport developed Fiesta R5 was shaken-down around Greystoke Forest in the north of England by World Rally Championhip regular, Matthew Wilson.

Fiesta R5 harnesses the same expertise that launched the record-breaking Ford Fiesta S2000, Fiesta RRC and Fiesta RS WRC, but is a completely revised model with over 90 per cent of the car designed and developed from new. Cheaper and easier to maintain than its WRC sibling, it is

almost as fast and has been developed to compete in the WRC 2 category.

“We have made some great progress with the Ford Fiesta R5,” said Wilson. “For a car to come straight out of the box and run like this is fantastic. We have mainly been testing the durability and reliability of the car to see how it fares under the conditions it is likely to face at World Championship level, but we also worked on improving the set-up.

“There is still a lot of development to do, but today has been very promising. All the basics are there and this new Fiesta is set to be a really competitive car.”

Meanwhile, personnel from Ford Racing, based at the Dunton Research and Devel-opment Centre, continue their technical support for the development of the Fiesta R5. This will ensure that the detailed prepa-ration for the manufacturer homologation is completed for approval by motorsport’s governing body, the FIA. Once homologated later this year the Fiesta R5 will be eligible to compete in rallies around the world.

Organisers of the Dunlop MSA Formula Ford Championship of Great Britain are delighted by the initial take-up of grid slots and even more pleased with the continuing interest shown by young stars keen to race on the BTCC (British Touring Car Champi-onship) bill in the UK’s fastest and most exciting junior single-seater, the new Eco-Boost Formula Ford.

Gerard Quinn, senior manager for Ford Racing in Europe, said: “Having this many drivers signed is a great starting point for the new aero version Formula Ford and all the signs are that that number is going to

grow by the time the start of the season comes around at the end of March.

“We are busy talking to more new teams and drivers and we are very pleased to be so well advanced with our plans. The driver and team line up is already impressive, and we are looking forward with excitement to joining the BTCC race support package, and with it the live TV coverage and unri-valled spectator interest, for the first of our 30-race programme starting at Brands.”

The first 15 drivers to sign include several returning Formula Ford heroes and a number of circuit-racing novices, stars from

the world of karting, and international race talent.

The 2013 Formula Ford cars are powered by a 1.6-litre turbocharged EcoBoost engine tuned to develop in excess of 200PS which is mated to a Formula 3 specification six-speed sequential gearbox. With front and rear aerodynamic wings added to the chassis, the result is the most technically advanced junior single-seater racing car in the world, and an unrivalled learning experience.


Interview

Turning heads around the worldFord is designing global vehicles that appeal to customers wherever they are in the world. European design chief, Martin Smith, explains how

We produce designs ranging from evolutionary to revolutionary

how would you sum up Ford’s design philosophy?Our strategy is to produce designs that are so compelling that they appeal to people wherever they are. With a drop-dead gorgeous design you will create appeal everywhere. One Ford is the enabler for this, driving the development of a single engi-neering solution for the world, apart, obvi-ously, from differences related to local legislation.

This philosophy applies to all models. I expect the new Fusion to be a great hit globally. It is selling extremely well in North America and will be just as well-received in Asia and Europe, where it will be known as the new Mondeo. Similarly, the new Kuga is now in Europe and receiving impressive media reviews. The model has been availa-ble in North America for some time, as the replacement for the Escape, and is selling well. Customer surveys tell us the main reason for the car’s success is its design, confirming our philosophy that compelling designs appeal to all.

So consumer design tastes around the world have converged?Instant communication of information on the internet is driving convergence. When a new model is unveiled in a motor show, images,

information and opinions on that vehicle reach customers around the world within minutes. When we launched the Fiesta in Europe, for example, it was instantly recog-nised in the Far East as a cool product. So when we subsequently announced the model would be going to Asian markets, the news was greeting with enthusiasm. Focus is another success story. It was designed from the start to be attractive to customers in global markets. In terms of design, Focus is identical in every market in which it is sold and it is the biggest-selling nameplate in the world.

how do you arrive at a global design; what is the process?Obviously, it is a more complicated process than simply designing for just one market. You need to get buy-in from all markets and that includes not just from designers, but from marketing teams and engineers. Initially, with contributions from all our teams around the world, we produce a bandwidth of three designs ranging from evolutionary to revolutionary. These designs go through an extensive discussion process. When we get buy-in from all stakeholders around the world, and conduct research in target-cus-tomer clinics, we produce a final design.

Does that increase the time it takes to develop a new model? When you have the cadence of vehicle introductions aligned globally, the time it takes to design, develop and launch a new model is approximately the same. In general terms, it is two years for design, two years for development and two years for testing and launch. The life of a vehicle in the marketplace is around six years, with a refresh half way through.

how do you know what will be successful in six years time?We try to anticipate trends. We have a team of people – the Design Futuring Group – that researches trends in every aspect of design and technology. So, for example, the Group attends furniture fairs, fashion shows, sportswear events etc. A team member was at the Las Vegas Consumer Electronics Show earlier this year looking at trends in in-car entertainment, information, navigation and connectivity. We look at future trends in colours and fabrics and in design ideas in the auto world. We take into account all the trends around the world and then it comes


Interview

BiographyMartin Smith is executive director, Design, Ford of Europe. Smith was a staff designer with Porsche in 1973 and went on to significant roles at Audi and Opel before joining Ford in 2004. A lover of classic British sports cars, Smith participates in rallies with a 1961 Austin Healey 3000.

Focus is the biggest-selling nameplate in

the world.

down to the talent of our designers in interpreting those trends.

Does Ford influence design trends as well as reflect them?Yes, look at B-MAX and its revolutionary door system. That is a good example of Ford design, engineering and marketing working hand-in-hand to produce a vehicle that is unique around the world. We are ahead of the competition with that type of vehicle.

What are the broad trends you see in the future?We will continue to develop white space vehicles – vehicles that have no existing competitors in the market – like the B-MAX. Other than that, fuel efficiency will become

even more important and will influence designs. Expect to see vehicles that are more aerodynamic, lighter weight and with increased interior space efficiency. New types of powertrains, hybrid and electric, will influence design trends as well.

how is Kinetic design changing to reflect current and future trends? The Kinetic design philosophy was devel-oped around 2004 to give a new and compelling look to European vehicles. It was a design language that signalled that Ford products were great to drive and fun to drive. The idea was to create a design that allowed the car to look like it was moving when it was standing still. That design also needed to communicate the driving qualities of the vehicle. It has evolved in recent years. For example, we have moved the trapezoi-dal grille further up the front of the vehicle, to give a more premium look. Kinetic design has now developed into our new global design language. New Fusion/Mondeo is a good example of that new global design; it conveys a premium look and says the vehicle is fun to drive.

how does Design interface with Manufacturing and Marketing?Design necessarily works closely with Manufacturing and Engineering to ensure

designs being developed are feasible. We have a process for doing that which centres on what we call ‘feasibility gateways’. Those gateways get narrower as a design pro-gresses until we have a winning design that can be manufactured. Marketing influences the design of a model by identifying target customers and their needs and expecta-tions. It also identifies likely sales volumes and uses market research to refine the design.

the Ford range is bigger, fresher and global, how has the Design organisation evolved to reflect that change?Design has developed into a global team which harnesses the talents of our design resources and talents around the world. It is now one harmonious team; one team developing great cars for markets around the world. 2013 is going to be a great year for us in terms of new product launches around the globe.

One Ford is the key to developing prod-ucts that are sold around the world. For example, expertise in small cars in centred in Europe, while larger car expertise rests in North American, but we work as one global team to develop outstanding vehicles for all markets.


Feature

one ForD in ACtion

China accelerationChina is the world’s largest automotive growth market and is forecast to expand to 30 million units a year by 2020. Ford intends to be a major player and has embarked on a remarkable expansion programme. By 2015, it plans to double its production capacity and use its global product development resources to introduce 15 new vehicles and 20 new engines and transmissions

According to the China Association of Automobile Manufacturers, the country’s automakers delivered 19,306,400 vehicles last year, 4.33 per cent more than in 2011. Passenger car sales were up 7.07 per cent, but the commercial vehicle market contract-ed 5.49 per cent to 3,811,200 units.

Ford China outpaced the market by a wide margin and set an annual sales record in 2012 by selling 626,616 vehicles, up 21 per cent. Within that figure, Ford car sales grew by 31 per cent to a record 426,608. Ford’s car joint venture, Changan Ford Automobile, also broke records with a 31 per cent increase, selling 418,500 Ford-brand cars.

The Focus, according to IHS Automotive, was the best-selling nameplate in China in 2012, sold 296,360 units. Other Ford stars were the Edge, with sales are up 96 per cent to 8,108, and the Mondeo, which increased by 6 per cent to 68,334.

Despite the contraction in the truck market, sales at Jiangling Motors Corpora-tion (JMC), Ford’s commercial vehicle investment in China, broke annual records. JMC’s 2012 total sales reached 200,008 vehicles, up 3 per cent.

“Record 2012 sales highlight the positive response our customers have for our full portfolio,” said John Lawler, chairman and CEO of Ford Motor China. “Their enthusi-asm for Ford cars validates our aggressive investment.”

Ford and its Chinese partners are, indeed, investing aggressively. The four production plants currently in operation will be joined by a further three over the next two years. Coming online in 2013 are a new plant in Nanchang, with an annual capacity of 300,000 units, and a state-of-the-art engine plant in Chongqing with an annual capacity of 400,000 engines (increasing Ford’s total engine production capacity in China to

750,000 units). Next year a new trans-mission plant will open in Chongqing with an annual capacity of up to 400,000 6-speed automatic transmissions.

That is only one part of the expansion story, next year a $600 million investment will expand capacity in the Chongqing plant by 250,000 passenger vehicles, and in 2015 Ford and CFA (Changan Ford Automobile) will open a new assembly plant in Hang-zhou, with another 250,000 unit annual capacity. That will take Ford’s production capacity in China to 1.2 million cars annually.

The Chinese market is big and getting bigger and such investments are an indica-tion of Ford’s commitment to China. By continuing to invest heavily and using its powerful global resources, Ford is fast becoming one of the country’s leading foreign-owned brands.


Feature

Ford in mainland China

nanchangChongqing

hangzhou

beijing

Shanghai

Ford is fast becoming one of the country’s leading foreign-owned brands

Ford Motor China was established in 1995 and is responsible for manufacturing, marketing and servicing Ford-branded vehicles in China.

Today’s Ford vehicle line-up in China has a strong European flavour and includes the Fiesta, Focus, Mondeo, S-MAX and Transit.

With over 20,000 employees across the country, Ford’s wholly-owned subsidiaries, joint ventures and investments in China comprise Ford Motor China, Ford Motor Research and Engineering, Ford Automotive Finance, Changan Ford Automobile, Changan Ford Mazda Engine and Jiangling Motors.

Ford Motor research and engineering (nanjing) Company, limited (reC)REC is a wholly-owned subsidiary of Ford Motor Company, established in 2007, which conducts technology engineering, research and development, product testing and training. REC is located in Nanjing. A second REC engineering building opened last year, doubling the facility’s capacity.

Ford Automotive Finance (China) ltd (FAFC)Ford provides financial services to Changan Ford dealers and customers in China through FAFC, a wholly-owned subsidiary of Ford Motor Credit Company. FAFC was

established in July 2005 and has 184 employees, providing wholesale and retail financing to Changan Ford dealers in 235 cities across China.

Changan Ford Automobile Co., ltd. (CFA)Changan Ford Automobile was established as a 50-50 joint-venture between Chong-qing Changan Automobile and Ford Motor Company in 2001.

In 2006, with the participation of Mazda, the company was renamed Changan Ford Mazda Automobile (CFMA), with Changan, Ford and Mazda holding 50 per cent, 35 per cent and 15 per cent of the restructured company, respectively.

In November last year, all three parties announced a new restructure. CFMA was split into two separate joint ventures: Changan Ford Automobile, a 50:50 JV between Changan and Ford; and Changan Mazda Automobile, a 50:50 JV between Changan and Mazda.

Changan Ford Mazda engine Co., ltd. (CFMe)CFME, an engine plant located in Nanjing, is a three-party joint-venture between Chongqing Changan Automobile (50 per cent), Ford Motor Company (25 per cent) and Mazda Motor Corporation (25 per cent).

CFME started production in 2007 with an initial annual capacity of 350,000 engines.

Jiangling Motors Corporation, ltd. (JMC) JMC is located in Nanchang and is one of the biggest companies in China. Ford entered a strategic partnership with JMC in 1995, purchasing 20 per cent of JMC’s shares in 1995, and increasing its stake to 30 per cent in 2005. JMC and Ford worked together to develop the Transit in 1997 and the 4J engine in 1995. Current products include the new-generation Transit, the JX4D24 engine, JMC brand commercial vehicles and the Yu Sheng SUV. JMC produces more than 53,000 Ford Brand vehicles annually, out of a total output of 183,000 units, and over 188,000 engines per year. In July 2010, JMC announced an investment of $300 million to build a green-field plant in Nanchang with an annual capacity of 300,000 units of Ford and JMC branded vehicles.

nanjing

01/2013

1. Fiat Panda 2. Fiat 500 10. Ford Ka

1. Ford Fiesta 2. VW Polo 3. GM Corsa

1. GM Meriva 2. Citroën C3 Picasso 11. Ford B-MAX 12. Ford Fusion

1. VW Golf 2. Ford Focus 3. GM Astra

1. Nissan Qashqai 2. VW Tiguan 6. Ford Kuga

1. Renault Scénic 2. Ford C-MAX 3. VW Touran

1. VW Passat 2. Skoda Octavia 5. Ford Mondeo 7. Ford S-MAX

1. VW Sharan 2. Ford Galaxy 3. Seat Alhambra

1. Ford Transit 2. VW Transporter 3. Fiat Ducato

1 ,056,953 -74,929

174,975 -20,624


Market Volume

1. Britain2. Germany3. Italy4. France5. Russia

Market %1. Britain2. Turkey3. Ireland4. Hungary5. Denmark

A - AustriaB - BelgiumCH - SwitzerlandCZ - Czech RepublicD - GermanyDK - DenmarkE - SpainF - FranceFIN - Finland/BalticsGB - Great BritainGR - GreeceH - HungaryI - ItalyIRL - IrelandN - NorwayNL - NetherlandsPL - PolandP - PortugalS - SwedenRUS - RussiaTR - TurkeyRO - Romania

EUROPE 22

EDM

Top 5 markets by volume January 2013

Top 5 market share performance January 2013

Ford Registrations January 2013 Segment shares total EuropeNovember 2012 (EU 19 figures)

24,00012,500

7,1006,7006,400

14.7 14.0 11.7 9.6 9.2

cars

commercials

15.7% 12.4%

5.1%

11.5% 10.6% 9.9%

18.8% 12.4% 2.8% 2.0%

22.1% 12.3% 11.9%

21.0% 15.3% 6.5%

14.7% 12.8% 12.4%

20.6% 17.8% 7.6% 4.3%

34.4% 22.7% 17.6%

12.6% 12.3% 9.2%

Sales

1,4982,8101,019

65112,5141,5453,327

6,695874

23,979219

4447,0802,275

9774,4101,935

335997

6,3645,125

288

85,361

3,823

(-20,551)

(+144)

Total vehicles by country: higher/ lower than January 2012


Sales

SAleS CoMMent

by Roelant de Waard, vice president, Marketing, Sales & Service, Ford of Europe

Better products, prices and promotion

Marketing professionals often talk about the four Ps – Product, Price, Place and Promotion – as being the key to success. In other words, a successful marketing mix involves putting the right Product in the right Place at the right Price with the right Promotion.

That is what we are doing. We are im-proving our products, realigning our prices so that in many markets new models have lower prices than the vehicles they replace, displaying them in market-leading dealer-ships and marketing them with more and better advertising.

The proof that that formula works can be seen in the buoyant orders we are receiving for our new products. In January, our order-take exceeded 35,000 units retail in the big five markets. That was 5,000 over objective; a demonstration of the growing appeal of our line-up.

Throughout our range, there are examples of how our new models are appealing to customers and winning orders. New Fiesta, for instance, has received 43,000 orders since launch – more than double objective. Focus is running at 800 a month over objective and C-MAX more than 700.

With B-MAX, we have so far sold 33,000 units and the sales rate is some 1,500 units a week. Initially, there was some concern that B-MAX sales would impact the success of Fiesta, but that has not proved to be the case, both models are performing strongly.

And it is not just new cars that are gaining traction, our commercial vehicle are also motoring strongly. We comfortably exceed-ed our commercial vehicle share objective in January, achieving 8.7 per cent, against a target of 8.0 per cent. One of the models driving that improvement was the Transit Custom, which sold 8,300 units versus an objective of 7,000.

Of course, the strong performance of our new models was against the background of a weaker-than-expected industry in January. But while the overall market was down, it is important to note that our retail share was up versus the run-rate of last year. Increas-ing retail share is a key objective for us, because retail business is more profitable then fleet sales. We will, obviously, continue to maintain our focus on retail customers in the months ahead.

As our thriving order bank shows, our approach of better products, prices and promotion is paying dividends.

FCSD-e January sales came in at $199 million – up $7.3 million versus January objective and $10 million above prior year. All business units and all regions performed above objective, the first month since September 2011 when the result has been above the same month in prior year. Dealer stocks were reduced further by $14 million and are now below the 2013 target level.

FCSD-E achieved For Protect new contract sales in January of 53,000. Ford Protect penetration is at 70.8 per cent, an increase of 8.8 percentage points versus prior year.

Service Activated Roadside Assistance (SARA) achieved 162,000 registrations. That's 139 per cent better than last year.

Customer satisfaction progress continues steadily with record scores for both sales and service satisfaction.

There was some concern that B-MAX sales would impact the success of Fiesta, but that has not proved to be the case, both models are performing strongly


Technology

Driving technologyIn this, the first of a series of articles focusing on Ford driver assist technologies, @Ford turns the spotlight on new Kuga’s curve control system

New Ford Kuga is crammed full of technology designed to deliver safer handling. Its smart AWD system assesses grip levels 20 times faster than it takes to blink an eye, readjusting the AWD power split to give the driver the best blend of handling and traction. Kuga’s dynamics and cornering control are improved by the introduction of the enhanced Torque Vectoring Control system developed with the Focus RS. This helps to deliver Ford’s fun-to-drive DNA by applying a small amount of braking to inside wheels to assist drivers through fast bends.

New Kuga is the first Ford on sale in Europe equipped with cutting-edge technol-ogy called Curve Control, designed to help prevent accidents caused by cornering too fast.

Pioneered by Ford engineers in the USA, Curve Control senses when a driver is taking a corner too quickly and then applies the brakes and rapidly reduces engine torque, helping the driver maintain control.

“Even the most experienced drivers can find themselves travelling too fast for the conditions, especially on unfamiliar roads,” explains Norbert Kessing, Ford vehicle dynamics manager. “A classic example is on a curved slip road coming off a motor-way when the driver carries too much speed into the bend. With Curve Control, if the driver doesn’t slow enough, this system can

step in and reduce speed by around 16 km/h or 10 mph per second.”

Key to new Kuga’s Curve Control technol-ogy is an array of sensors that measure roll rate, yaw rate, lateral acceleration, wheel speed and steering wheel angle, and run calculations based on those inputs 100 times every second.

If the system detects the onset of under-steer (when the vehicle is not turning as much as the driver is steering), it will apply the precise amount of braking required on each wheel to slow the vehicle down. At the same time, if the driver fails to lift off the accelerator, the system will override by automatically reducing engine torque.

“Curve Control is designed to slow the vehicle often before the driver realises there is a problem,” adds Kessing. “Like all new

Fords, the new Kuga offers outstanding driving dynamics and we hope our custom-ers will never need assistance from Curve Control. But if they do find themselves approaching a bend too quickly, this feature could help the driver stay on the road.”

With its understeer control facility, Curve Control is similar to standard ESC (Electron-ic Stability Control). The difference is that the Ford system makes use of an additional sensor which measures the roll velocity of the vehicle. With this information the system can recognise the dynamic state of motion of a vehicle much more accurately than a standard ESC. As a result, the system makes a more accurate judgment if there is a deviation between what the vehicle does and what it should do, and thus intervenes earlier.

[email protected], Fiesta ST rolling off the line

Official fuel consumption figures in mpg (l/100km) for the Ford Fiesta range: urban 33.6-74.3 (8.4-3.8), extra urban 62.8-91.1 (4.5-3.1), combined 47.9-85.6 (5.9-3.3). Official C02 emissions 138-87g/km. SYNC standard on Zetec S, Titanium and Titanium X. Optional extra on Style and Zetec. Not available on Studio. EcoBoost engine is available on all models except Studio and Style.

WHAT WOULD YOU DO?

The New Ford Fiesta with SYNC Voice Control and EcoBoost

engine technology.

ford.co.uk/newfiesta

NEW FORD FIESTA. 24 HOURS.

@Ford132 - March - Great Britain

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