Connecting Asia Paciﬁc and Africa
Flying in China
Ford paints the town green New Fiesta sizzles in APA Communicating from the centre
e just wrapped up a terrific, and by all 3
accounts, very successful and exciting
show at Auto Shanghai 2009. This has
truly become one of the world’s biggest
auto shows in terms of number of
3 Product Watch
exhibitors and attendees and certainly global media
New Fiesta sizzles in APA
interest… and thus it has fast become one of the industry’s
most significant and closely watched.
I’m certain that our team left no doubt as to where this
4 Driving Skills for Life
show and the China market fit into the global strategy of
Ford Motor Company. To be more specific,
the Ford stand really rocked! And we
5 South Africa
made a firm statement about our overall
vision and plans for China, the APA region
and globally – with our world-class
products and global technologies, and by
highlighting China’s position as one of the
cornerstones of our global footprint. Ford paints the
The recent launch and, so far, runaway success of the town green
new Ford Fiesta in China was certainly highlighted – with Putting a dent in
the car making a flying entrance on to our stand from
auto insurance costs
above – in a dramatic live recreation of the popular Fiesta
TVC currently playing in that market.
The ‘Drive Green, Drive Smart, Drive Safe’ theme of the
Ford stand gave the thousands of attendees an up-close 8
8 Cover Story
and interactive experience with some of the innovative
Flying in China
contributions Ford Motor Company is currently making to
the global automotive industry.
Our EcoBoost engine technology has particular appeal
11 Behind the Scenes
to the Chinese audience, who are now sharply focused on How I became a fashion model
ways to improve fuel efficiency and be more environmentally
friendly. So our announcement that it, and our PowerShift
technology, would both arrive in China next year was very
12 Voice of the Customer
well received. The Ford SYNC technology showcased our Dan in real life
leadership in mobile connectivity, which will arrive soon Communicating from the centre
enough in our APA markets.
The competitive landscape in China is both tough and
unforgiving, but I believe that anyone who stopped by the
14 Global Watch
Ford stand at Auto Shanghai 2009 felt the excitement and MAX joins iosis family
the confidence of Ford Motor Company as a leader in this
market and a stand-out at this Show.
Executive Vice President, Asia Pacific and Africa
17 News Roundup
18 Ford Faces
is published for the people of Asia Pacific and Africa, Ford Motor Company, by Ford Communications - 19th Floor, Lake Rajada Office Complex,
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. May 2009.
Please send questions and comments on this issue to email@example.com
emperatures have been rising ever since Ford’s global small car drove into the Asia Pacific and Africa region
late last year. Building on the worldwide wave of excitement, the new Fiesta is selling like hot cakes in APA,
with demand outstripping supply. “Fiesta is selling really well. In fact, our biggest problem is obtaining enough
stock to keep up with customer demand,” said Marq Roberts, dealer principal at Fury Sandton in South Africa.
As of end April, more than 11,500 units have been sold in Australia, New Zealand, South Africa and China.
We check out why the customers are drawn to the irresistible Fiesta.
Penelope Brown, who works for a company
that designs websites, is the country’s first
Fiesta customer – way before the official
sale of the car on April 15. The mother of
two was shopping at a Toyota dealership
for a Yaris RS when she decided to pop Love
across the road to South Auckland Motors. Gary Tilston needed a smaller car to
The salespeople showed her the Fiesta supplement the SUV that he already
Z and she promptly fell in love with it. Said owns. The plan was that his wife will
the 33-year-old who breezed right into how use the bigger car as she travels less
the car functions: “I love the style and look while he will drive the smaller car for
of the car and the technology component his job as a key accounts manager for
was an added extra.” an outdoor advertising company.
He looked at many small cars but
always found something not to like –
until he dropped by Fury Sandton and
was shown the Fiesta.
Toyota Yaris, Honda Fit and Nissan Tiida. “I was blown away at first sight. When
Xu Li, 26, tried them all in her two-month you see what you get in the Fiesta, as
search for a small car but they were all compared to what the competitors offer,
missing something. The young executive the decision to go for the Fiesta was a
wanted something that would match her style. no-brainer. I signed the offer to purchase
Xu’s friend, who owns a Ford Focus, right away,” said the father of two
brought her to Shanghai Jiu Hua to see toddlers.
what was available. She clapped eyes on “At traffic lights, people actually take
the new Fiesta and paid a deposit for it a second look at my Fiesta Ambiente.
straightaway. She picked the sedan version, The great styling, the decent size, the
which is tailored to Chinese customers, comfort levels and the leg space have
saying: “I love the kinetic and fashionable all got me hooked onto this car. It’s like
interior and exterior of the new Fiesta.” driving a sedan.”
Issue 3 / 3
DSFL event in Vietnam
Driving Skills for Life extends its reach in APA
hina, Taiwan and India will become rapid rise in road accident statistics. won’t be a need to alter the instructions, as
the latest markets to launch a In India alone, approximately 100,000 many of the eco-driving techniques are the
local Driving Skills for Life (DSFL) people were killed in traffic accidents in 2008, same used for safe driving, such as keeping
programme in Asia Pacific and or an estimated 275 people every day. The tyres properly inflated and maintaining uniform
Africa (APA), which has already provided Indian Transport Ministry estimates that the engine and driving speeds.
safe- and eco-driving training to nearly 5500 number of annual fatalities from road accidents The newly DSFL-equipped trainers will
drivers since its launch in the region last year. might climb to 150,000 by 2015. In China, then add any appropriate customisation for
Successfully kicked-off in four ASEAN according to the Ministry of Public Security, the local driving environments in their countries,
markets in 2008 – Thailand, Indonesia, the one person is killed as the result of a vehicle and act as the training facilitators for the
Philippines and Vietnam – DSFL is aiming accident roughly every five minutes. ongoing DSFL sessions in their markets.
to become the first region-wide corporate “The numbers are staggering in these China is planning to train at least 3000
social responsibility programme in APA markets – and clearly point to a need for consumers in 15 to 20 tier-1 and tier-2
and an increasingly significant component concerted efforts aimed at helping improve cities, starting from mid-June. Taiwan has
of the overall global DSFL campaign. road safety,” said Neal McCarthy, corporate already secured the endorsement and
The DSFL APA programme is helping communications director, APA. support of the government’s Road Safety
raise awareness of safe driving practices “The expansion of our DSFL programme Supervising Commission and will partner with
among Asian drivers, as well as techniques to additional markets underscores Ford’s the Automobile Safety Association to help run
to help achieve better fuel efficiency, through overall commitment to the region, and allows the programme.
classroom sessions and practical driver us to contribute both our expertise and In India, the programme will be launched
training. resources in a way that will directly benefit among Ford’s employees, as well as dealer
To help facilitate the DSFL sessions, the these communities.” representatives, before being launched to the
participating markets are working with their public later in the year.
respective Ford dealer networks to provide Training the trainers
Ford vehicles and local venues for the free Professional drive instructors from Germany Keeping the momentum going
training, as well as leveraging their local will arrive in China at the end of May to conduct The markets that successfully launched
presence to help solicit training participants a train-the-trainers session with a combined DSFL in 2008 are all continuing with regular
within their communities. group of Ford training representatives from events throughout this year, with the Philippines
China, Taiwan and India. The intensive two-day re-launching its comprehensive and U.N.-
Helping reduce the toll workshop will include classroom theory and recognised road safety campaign, formerly
Ford is extending the driver education practical driving instructions that cover known as R.I.D.E., under the DSFL umbrella.
programme to additional markets this year everything from a reminder to always fasten “Our target is to train at least 7500 drivers
in the hope it will help reduce the toll of safety belts to proper techniques for stopping this year across the seven participating
road traffic accidents. The exponential on slick road surfaces. markets, with a larger goal to continue
growth rate of vehicle ownership in the APA Both Chinese and Indian drivers will also expanding the programme so that it’s running
region, combined with a lack of formal driver be equally keen to learn about increasing fuel in all of our APA markets by next year,”
education programmes, has meant an equally efficiency and saving at the pump. But there added McCarthy.
s we expected, the 2009 calendar year is shaping up to be
challenging in every respect – not only in South Africa but all
over the globe.
Many analysts are describing present conditions as the
worst economic climate since the Great Depression of the
1930s. I don’t know about that (as I missed the 1930s!) but I do believe this
recession is very different from a regular cyclical down-turn in a number of
significant ways – the recessionary boundaries are global in scope, the access
to fresh sources of capital are limited and expensive, and the confidence of both
customers and business is severely shaken and
will be slow to restore.
So is this the end of the economic world as we
know it? Nope. Do we give in to fear and despair
and fate? Not a chance. Do we resolve ourselves
to being a smaller and less significant role in the
“ONE Ford” plan? Not in the FMCSA workplan.
Quite simply, we must become comfortable
being uncomfortable. We must embrace change
and allow change to become the catalyst for
our transformation. And we must stay emotionally
resilient and focused on our plan towards
becoming the T6 and Puma Motor Company.
Over the next several months, we will be going
through some important product and business
gateways that will greatly influence our collective
future. And despite the multitude of external
challenges facing us (and others in our business), I like what I’m seeing and feeling
in FMCSA today and how we are rallying together and moving forward around our
I can see transformation in the assembly plants. I can feel excitement in the
dealer body about the new Ford Fiesta and other freshened products like the
Bantam, Focus, and Ikon. I can sense a renewed commitment from our Supplier
and NUMSA partners who share in our export company vision.
This is an exciting time. This is a stimulating business. We work for a company
that is getting better and better – each and every day. I look forward to the next
phase of our journey and to learning together in these fascinating times. The winds
of change are howling – keep the faith, spirit and resolve.
President and CEO, Ford Motor Company of Southern Africa
Issue 3 / 5
fter more than 25 years of service in South Africa,
the Ford Bantam range has now been expanded to
include a diesel derivative – the1.4-litre turbo diesel.
The state of the art DuraTorq TDCi engine utilises
a turbocharger and electronically controlled direct injection
system to create a peak power output of 50kW at 4000rpm and a
maximum torque of 160Nm at 2000rpm. Control’ (APC) – an ingenious system that monitors combustion
“Consumers will now have even greater choice when looking noise levels – that makes adjustments every 0.3 milliseconds to the
for a new Bantam, while a number of upgrades to the range pilot main injectors, ensuring an incredibly quiet drive. Moreover,
further improve on the overall offering,” said Ben Pillay, marketing the body sealing of all models has been improved to ensure a
manager, Ford South Africa. comfortable interior environment.
The styling of the Bantam also gets a revamp for 2009. The
Keep the noise down range will now be offered with a redesigned front bumper and
Noise reduction technology makes the 1.4TDCi one of the bonnet, complemented by newly styled front headlamps. The rear
smoothest and quietest diesels in its class. The innovative lamp cluster has also been updated, while new 14” alloy wheels
technology incorporates a system called ‘Accelerometer Pilot complete the profile.
Focus makes a good bet
he upgraded Ford Focus has just upped Inside, the emphasis is on enhancing the overall comfort levels with high-
the stakes in the medium car market quality materials and improved ergonomics. USB connectivity and Bluetooth
with a fresh exterior and an innovative capability are also available.
The most influential visual enhancement is the Smooth shifts
dramatic new front featuring ‘kinetic design’ elements, The Focus now comes with the innovative six-speed PowerShift automatic
such as the large trapezoidal opening below the transmission with the potent 2.0-litre DuraTorq turbodiesel engine and delivers
bumperline and new bonnet with defined contours. outstanding fuel efficiency without compromising driving performance.
The new upper grille with a larger Ford badge, The six-speed PowerShift automatic with double-clutch technology is
dominates the new front design. It is more expressive extremely refined and able to shift smoothly through its six-speed gearing more
and more athletic. efficiently than a conventional automatic transmission.
PowerShift convincingly demonstrates a high degree of driving comfort and
agility in congested urban driving. In fact, PowerShift is much more efficient
than a conventional torque converter automatic transmission, and this efficiency
is evident when noting the fuel consumption figure of 5.8l/100km (combined
urban and extra urban according to 1999/100/EC).
“We are confident that the new Focus will be a highly competitive player in
the medium car market and offer enjoyable dynamic on-road driving qualities
which have become a Focus trademark,” said Pillay.
Ford paints the town green
ainting vehicles has traditionally been one to scratches than water-borne paint and medium-solids
of the auto industry’s biggest environmental solvent-borne paint.
challenges, but Ford has come up with an
eco-friendly, cost-efficient solution that
produces beautifully painted vehicles with
The new 3-Wet high-solids technology developed by
Ford produces less carbon dioxide emissions and reduces
volatile organic compounds emissions by about 20 percent
as compared to current medium-solids solvent-borne paints. 3-Wet high-solids paint technology at work.
High solids Coming soon to India
As the new formulation contains more paint solids, less Ford pioneered the technology at the Avon Lake plant for
paint is needed to cover a vehicle than the medium solids trucks in the U.S. in 2007 and will be the only automaker to
technology. This technology also eliminates the primer use it in India. The 3-Wet high-solids technology will
ovens and primer preparation booth, resulting in significant be used for the first time on passenger cars this August
reductions in operational costs and greenhouse emissions. in India and Ford has partnered with paint suppliers BASF
Moreover, the paint formulation – which contains new and PPG and robot supplier Dürr for this project.
polymers and other additives that minimise running and “It’s not very often that we can deliver quality, cost and
sagging during the application process – allows for three coats environmental objectives with a single paint technology,”
of wet paint to be applied without baking between coats. said Kalyan Murugan, project manager for Ford India’s paint
Laboratory tests have also shown that the high-solids, shop. “We’re excited to launch this breakthrough technology
solvent-borne paint provides better long-term resistance in India.”
Putting a dent in auto insurance costs
f a car costs less to fix, it’s going Paint and Body Technology Centre To address the issue, Ford developed
to cost less to insure. So Ford has will leverage on the combined special front and rear frame section kits
opened an industry-first technology expertise of Ford’s repair and safety that can be used instead of replacing
centre in Inkster, Michigan, to experts, auto repair technicians and the entire frame. Partial frame repairs
develop design solutions and repair insurance companies to provide repair cost at least $2000 less than full frame
procedures that will lower repair costs recommendations early in a new vehicle’s replacements. The success of this
and ultimately drive down auto insurance development. collaboration led to the decision to open
premiums. the new facility.
Funded by a US$650,000 investment Starting with the 2009 “We’re now able to prepare repair
by collision repair product, equipment Ford F-150 procedure manuals in advance for all
and service suppliers, the new Ford Ford repair and safety engineers began of our new vehicles,” said Mark Albrant,
collaborating on the new 2009 Ford F-150. customer service engineering supervisor.
During the early development period, “This effort saves insurers repair costs
engineers realised new materials – so they can reduce consumers’ auto
including ultra high-strength steel and insurance premiums. At the same time,
boron – made the truck safer but could repairs can be done with safety-approved
also make it more expensive to repair procedures that help ensure the vehicle’s
after a collision. quality is restored.”
Issue 3 /
Testing in progress at the new Ford
Paint and Body Technology Centre.
his may be the Year of the Ox according to the Showing off in Shanghai
Chinese calendar but there must be more to Ford’s While some international automakers scaled down at Auto
bullish performance in China than a zodiac sign. Shanghai 2009 last month, Ford confidently displayed its
In fact, Ford aims to grow even faster than full China line-up as well as the highly interactive Ford SYNC
China’s car market. technology as demonstrated in a Ford Flex with a twin-
“If the industry is 10 percent, we will grow more than the turbocharged V6 EcoBoost engine.
industry this year,” predicts Nigel Harris, vice-president of Ford A Fiesta hatch was spectacularly flown down onto the stage
Motor China and general manager of Changan Ford Mazda accompanied by aerial performers in a reenactment of the
Sales Company. dramatic TV advertising campaign in China. Sharing the
Why is he so bullish? New Fiesta is the reason, and it is a spotlight was the iosis MAX, a concept vision of a Multi Activity
very powerful confidence builder considering it has sold more Vehicle that generated waves at the Geneva Motor Show in
than 161,000 units since its global debut last autumn. March. (Meet the iosis MAX designers on the Global Watch page.)
Small cars win big
The global small car was officially launched across China in
early March and has been flying off dealers’ floors at a rate
that exceeds expectations.
The cheeky Fiesta arrived at a time when the Chinese
government unveiled incentives that included halving the
purchase tax on smaller cars. This is a savings of at least
4000 yuan (US$585) on the 1.3-litre hatchback.
Fiesta makes a grand entrance at Auto Shanghai 2009.
Using interactive and innovative exhibits that wowed
visitors to the Ford stand, Ford aimed to show that it is
driving towards a greener, smarter and safer future.
The acclaimed SYNC technology that has won the
North American public over with its usability and
affordability was previewed to Chinese consumers who
had an opportunity to experience the award-winning
hands-free communications and entertainment system.
A Fiesta cutaway bodyshell highlighting the 1995 Ford Motor (China) Ltd. was established and
extensive use of high-strength steel and boron was headquartered in Beijing.
also on display to show journalists and visitors that
the Fiesta’s bold exterior styling is supported by a very 1997 Ford increased its share in Jiangling Motors
Corporation (JMC) to 29.96%. Both jointly developed
well-engineered, rigid and safe structure. There was
the China Transit which combines JMC’s powertrain and
also a touch table that showcased the car’s mobile-
Ford’s European Transit body.
phone inspired centre console and where consumers
could send images they liked to themselves. 2000 Ford Motor Company and Changan Automotive Group
established car manufacturing joint venture Changan
Ford Automobile Co.
2002 Ford Motor Company became the first multinational
“I love the S-MAX auto company to establish a global sourcing operation
because it’s practical in China with Ford Motor China Sourcing Office
and functional. This is in Shanghai.
my second car and it
can do so much more 2003 Changan Ford Automobile Co. started production at
than my first one. Use the Chongqing plant with Ford Fiesta, the first
it and you’ll know it.” domestically-built Ford car offered in China, in January.
Li Qi, 31 2004 Locally-produced Ford Mondeo was launched and
Joint venture executive
recognised with more than thirty awards in China,
including the 2004 COTY award from Auto Trend (China).
2004 The headquarters of Ford Motor China relocated from
“Many of my Beijing to Shanghai.
2005 Ford Automotive Finance (China) was officially
the Focus. They
established in Shanghai.
can’t be wrong.
I trust them.” 2005 Ford Focus, the first automobile to be honoured as the
“car of the year” in both the U.S. and Europe, was
Ding Lin, 29
Policewoman launched in China.
2006 Mazda’s investment was approved by the Chinese
government and Changan Ford was then renamed
Changan Ford Mazda Automobile Co. Ltd (CFMA).
2007 CFMA began production at the Nanjing plant with Mazda2.
“I believe in
the Mondeo’s 2007 Ford S-MAX and the new Ford Mondeo, the first cars of
safety record.” Ford kinetic design were launched in China.
Xu Yongfeng, 41 2009 Production of the sedan and hatchback versions of the
Businessman new global Fiesta for China began at the Nanjing plant
in January and went on sale in March.
Issue 3 /
Are you a good driver? Visitors to the Ford stand got to take
part in a safety driving challenge to pit their driving skills
against one another on a timed course around a digital town.
They also saw how boron steel is used in Ford cars for
improved strength and safety as compared with normal steel.
Moreover, the safety touch table told the stories of how
Ford vehicles have received praise from independent safety
organisations, with the Mondeo and Focus earning C-NCAP
five-star ratings for occupant protection.
If seeing is believing, visitors were shown how EcoBoost Show and tell
engine technology combines turbocharging with very precise
direct gasoline injection to deliver excellent driving performance Feel the Fiesta cutaway, race slot cars and test the strength
while also being fuel-efficient and producing less carbon of boron steel – visitors flocked to the Ford stand at Auto
dioxide emissions. Shanghai 2009 because there was so much to do. These assets
The public also tested it out for themselves by racing a slot help to bring the Ford story of innovation and fuel efficiency
car around the track to see how much fuel they would save alive to the public in a fun and interactive way.
with the EcoBoost technology which will be making its way to And these assets are not confined to China. They have been
China in the future. and will be used in motor shows in the region. There are cutaways
A famous Chinese proverb says, “又要马儿跑得好，又要马 and production vehicles for various nameplates, as well as touch
儿不吃草” or “You want your horse to run well but you also want tables to showcase Ford’s safety achievements and fuel-efficient
it not to have to eat grass”. And with all the fuel-efficient vehicles technologies like that of the EcoBoost engine.
in Ford’s line-up, it just goes to show that the Chinese consumers Contact your Regional Auto Show Stakeholders committee
can have their cake and eat it too. member for a complete list of the assets that you can use for
your motor show.
Selling the Fiesta
Ford salesman Zhang Jun has now almost become the face of Fiesta How did the company equip you to sell the new
after appearing in a three-minute programme on Channel Young, a TV Fiesta?
show aimed at the hip and young, to promote Ford’s global small car. We received very thorough training on every aspect of the car, from
Hailing from Anhui province, Zhang has been selling Ford cars for the technology involved to its unique selling points.
almost three years and he’s been
so busy selling the new Fiesta that How did you feel when you were recording the TV
the @Ford team had difficulties programme?
pinning him down. Here’s a snippet Actually it was my first time on TV. When I faced the camera, I just
of our conversation. spoke as I would when talking to a customer. I felt I had been
entrusted with the mission of promoting this perfect little car to
What’s so special about the audience.
the new Fiesta?
The first time I saw it, I couldn’t Has life changed after your TV appearance?
help but exclaim how beautiful it Life hasn’t changed much, I’m still a long way off from being a movie
is – both inside and outside. It’s completely changed the previous star but I’ll try my best (chuckles).
Ford designs, a huge leap forward. The new Fiesta pays a lot of
attention to details, you can tell from the interior surfaces and the Tell us about the car you now drive.
ambient lighting. The public loves it and I’m sure it’ll sell well. I’ve I drive the previous generation Fiesta. It’s still an energetic
already sold five in less than a month. little cannon!
Catch Zhang’s TV debut at http://snipurl.com/ez4lx
behind the scenes
It all began when Ford and Wallpaper, Thailand’s top design
magazine, worked together on “100 Designs to Save the
World” – an environmental exhibition held at one of Bangkok’s
Name: Ford Focus (E20) upmarket malls in March. Since I was the only car on
Biodata: Sporty. Confident and bold.
display – ahem – they got these really famous people to
First E20 flex fuel vehicle in Thailand.
dress me up for the show!
Celebrated fashion designer Issariya Virajsilp
went for elegance in motion and dressed me
You may know that sugarcane is used in the production in an eco-friendly suit.
of ethanol. This is my sugarcane-inspired wrap by
renowned architect Vasu Virajsilp who set out to make
me look even more athletic and muscular.
Using the concept of “In Motion” In the process, the Wallpaper team was so
So there we were – two E20s and one
for the 12-page spread, they impressed by my kinetic design cues that
TDCi with PowerShift – showing off our
captured the smooth flowing lines they wanted me to star in a special fashion
distinct European design heritage from
of my expressive exterior and spread in the April automotive issue!
Mission complete. Now, where else will you find a visually exciting car like me other than
with dynamic works by top architects such as Heatherwick and Libeskind?
Name: E20 Ford Focus
Biodata: FASHIONIssue 3 / 11
Catch behind-the-scenes footage at http://snipurl.com/e793s
voice of the customer
Dan in real life
an Morris, Apart from racing, it looks like you’re quite the
Ford’s new chief adventure buff – bungee jumping, scuba diving
of marketing, and landing in a helicopter on a glacier. What’s
sales and service the craziest thing you’ve ever done in your life?
for Asia Pacific I once drove straight from New York to California – 47 hours, a cup
and Africa, likes to push himself of coffee and no sleep. I had a week-long holiday and I wanted to
to the limit, be it at work or when get to San Francisco as soon as possible. It became a mental
leaping off bridges. What’s he like challenge, not a physical one. You learn about yourself and how
outside the office? Here’s a peek you can push yourself through a tough situation to reach the target.
into his world. It also taught me the strength of the mind in overcoming your
What do you think is the key to Ford’s success
in these challenging times? If you had an extra eight hours every day, what
We have to execute the plan. We have the right plan, now we have would you spend the extra time doing?
to execute and deliver it flawlessly. We need to continue to understand Playing baseball with my two boys, who are eight and six. Or going
the customer better and to provide the right product and ownership on a family outing.
experience so that they want to buy again…and again.
In an alternate universe, what would you be?
You’ve lived and worked in the U.S., Europe and I’d be playing shortstop for the New York Yankees. I’ve always
Asia. Which is your favourite? aspired to play professional baseball, but never had the talent to
I’ve moved 15 times in my Ford career. The best place is always play at that level. The sports industry is almost parallel to the
the place I’m in. If I approach it with this mindset, it’ll be new, exciting automotive industry. Both are highly competitive and demand
and we’ll discover the treasures of the country we’re in. immediate results.
How does your intercultural experience help
in your job? Biobox
I’ve learned to seek out and look for “diversity of thought” by seeking
2009: Vice President, Marketing, Sales and Service, Ford APA
diverse input and encouraging open dialogue. It always yields
2005: Director and Senior Managing Executive Officer, Marketing,
better decisions. My motto has always been to be tough on issues,
Sales and Customer Service, Mazda Motor Corporation
but respectful of people.
2003: President and CEO, Mazda Motor Europe GmbH
2001: Vice President, Sales, Mazda Motor Europe GmbH
We heard you hold racing licences from clubs
1979: Joined Ford as a field trainee and subsequently held a
in the U.S. and Japan. Tell us about the most
number of senior marketing, sales and service positions
memorable race you’ve had.
in the company.
It was a four-hour endurance race that involved 30 teams in Japan.
I was driving the anchor leg during the night time. I had the added Born in the United States, Dan earned a Bachelor of Science
handicap of driving a right-hand drive manual. We were in 21st degree in Business at the Rochester Institute of Technology,
position when I took over and managed to finish 11th. I was very New York in 1978 and completed a Master in Business
pleased with it, but actually it had nothing to do with driving ability, Administration (MBA) degree in 1979 at Clarkson College,
it was just that we managed our fuel better while the other teams Potsdam, New York.
ran out of gas.
Why are people talking about the Indian Fiesta? See the ad on the back cover.
See the difference? Expect more to come as the Asia Pacific and Africa (APA) Communications Strategy Board
kicks into action. As the single authority to provide governance for communications strategy, brand direction and
the development of assets across all markets in the APA region since January, the board is already seeing the
benefits from faster and more strategic decision making.
n the past, individual markets developed the entire For example, Indonesia might not be able to afford high quality
go-to-market strategy on their own, which sometimes full-colour ads for a vehicle campaign. But now that the
resulted in different messages across different markets. campaigns are being developed with other markets across the
But with Ford moving towards more common products region, Indonesia gets the ads it needs and at a much lower
based on a common target customer and common product cost (up to 30% less in 2008).
positioning, it only makes sense to approach brand “The board is really a process designed to enhance our
communications from a common strategy to achieve a greater brand communications and attract more customers,” said
consistency and consensus of the message across all Dan Morris, vice president, Marketing, Sales and Service,
APA markets. APA. “The key is to showcase the right product with the right
Moreover, developing assets centrally means that all the message to the right customer. And the board will ensure this
markets can have higher quality campaigns at a lower cost. is done with greater efficiency.”
Issue 3 / 13
MAX joins iosis family
Designers behind the eye-catching iosis MAX – a concept vision of a Multi Activity Vehicle – explain how they
fused style with function to create one of the most talked-about concept cars at the Geneva Motor Show.
Martin Smith Ernst Reim
Executive design director Chief designer, Interiors
The iosis MAX has dramatic, bold, emotive Drawing inspiration from modernist
styling. It is also practical and has innovative architecture, lightweight construction
door and rear-hatch opening systems and technologies and even the sporting world,
a bonnet that folds up onto the screen to we have created an innovative interior which
reveal the EcoBoost engine. iosis MAX gives a feeling of spaciousness. It is a look into
demonstrates a further development in our the future, showing a new generation of interiors.
kinetic design principles, inside and out. It is lightweight and aerodynamic The stylish centre console has touch-sensitive surfaces and a slim
with a big focus on sustainability. Although the iosis MAX isn’t a instrument panel. A lightweight spine-like bridge flows from the console to
forerunner to a specific production vehicle, it proves that a people- the rear of the vehicle. The seats sit on that ‘bridge’ and seem to float in
mover can have emotive, dynamic styling without sacrificing their the air. That allows stowage space under the seats while enhancing the
traditional virtues of practicality or efficiency. feeling of roominess.
Stefan Lamm Ruth Pauli
Chief designer, Exteriors Chief designer, Colour Materials
It shows the next leap in kinetic design, The focus on transparent or translucent
giving a very modern interpretation of a materials in the vehicle exterior and interior
Multi Activity Vehicle. You can see the emphasises the lightweight construction of
influence of kinetic design throughout the the vehicle, the colouring of the materials
vehicle. In particular, the front-end is very reflects the icy shades found in polar regions.
bold with a bold trapezoidal lower grille The Limelight exterior colour is complemented
and strong headlamp graphics. At the side, the aerodynamically efficiency by frosted translucent whites and transparent greens of glass and lamp
‘flying buttress’ C-pillar is innovative and distinctive. The shape of the housings, which give the vehicle an overall airy and technical personality.
rear end of the vehicle is both stylish and aerodynamic and hints at how
our DNA is evolving. Excerpted from the April issue of @Ford Europe.
South African launch
ven Thembo the elephant couldn’t resist checking out the freshened
Ford Bantam, especially when it had to lift its food off the back of the
rugged pickup, much to the amusement of the journalists who were test
driving the Bantam and the facelifted Ford Focus earlier last month.
More than 40 motoring, lifestyle and Internet media congregated in the
picturesque Mpumalanga region to put the vehicles through their paces during
the three-day launch. They attended a business presentation highlighting the
positioning and unique selling points of the two nameplates, followed by a
presentation by a technical expert who explained and highlighted the advantages
of the new PowerShift gearbox.
And the media seemed to be as taken by the Bantam as six-tonne Thembo was. “The new Getrag dual-clutch gearbox is a quiet and
“The Bantam TDCi was extremely responsive,” said a journalist from a weekly powerful two-litre diesel. It feels lighter and is very accurate
community newspaper. “The changes to the Bantam have made it look more modern and stable at speed,” said the editor of a leading
and it now looks and feels more like a motor car.” automotive website.
Meanwhile, the mountainous nature of Mpumalanga offered the perfect mix of “The twisting, hilly and unfortunately potholed roads
roads – smooth and straight to winding and corrugated – to test the dynamic Ford through the mountains of Mpumalanga showed off the
Focus new 1.8L engine and 2.0L TDCi PowerShift gearbox. car’s handling prowess admirably.”
Team Ford enjoys
a solid season debut
It was a new vehicle and a minor electrical problem sidelined drivers
Neil Woolridge and Kenny Skjoldhammer but the Ford Ranger 3.2
TDCi still exceeded all expectations during the opening round of the 2009
South African National ABSA Off Road Championship at the Eastern Cape
400 last month.
“Unfortunately when introducing
a new car there are teething problems
you have to contend with,” explained
Donating old plant bicycles Woolridge. “On a positive note it was
to worthy causes only a minor difficulty so hopefully
we’ll be able to iron it out before the
FMCSA donated 58 bicycles through Hatfield Christian Church next round.”
North to various charities, organisations and individuals in Pretoria. Newcomers to the team and the
Of the 32 bicycles already handed out, ten were given to Love premier SP class, Thomas Rundle and Hennie ter Stege racing the Ford
in Action in Mabopane, seven to Tumelo Hospice in Mabopane, Ranger 4.0 petrol, finished second on their first venture into the premier
eight to Wolmer Community Projects, two to Rivoni Missions, two SP class. Baphumze Rubuluza and Khulile Vakalisa got their Class E
to Kagisanong Hospice and three to needy school children. campaign off to a good start, finishing third.
Issue 3 / 15
Caring for those with HIV/AIDS
he HIV/AIDS epidemic in They regularly visit families where job, the volunteers get ongoing training
South Africa has left more a parent or guardian is ill and cannot and debriefing sessions with the social
than a million children afford to take care of the children and worker on-site to help them cope.
neglected and orphaned. offer services such as teaching home
A growing number of children have hygiene, developing a vegetable garden A comprehensive service
also had to become the head of the for nutritional support, ensuring full Other than the Iso Labantwana project,
household and look after their younger school attendance and assistance Ford Care Centre also runs two other
siblings, facing challenges such as with homework, as well as helping to services – a daily support group for
food, clothing and lack of support with alleviate the nursing burden on the HIV-positive people where they learn
school work. children by accessing medical care. to come to terms with their status and
Even when older relatives take over become contributing members of their
that role, the problems are far from communities; and the Mothusi project,
over. The children could end up being an educational outreach driven by
physically and sexually abused, testing women to encourage people to go
positive for HIV at a later stage. through HIV testing and to remain
Iso Labantwana Back in 2001, Ford gave the then
Ford has helped almost a thousand Pretoria Child and Family Care Society
such children since 2005 through the funding to start the care centre to
Iso Labantwana project run by the Ford reach out to HIV-positive people in the
Care Centre. The 50 trained volunteers The volunteers also adopt a family each Mamelodi area, resulting in a unique
in the project identify children at risk and and work with them to develop a care partnership between a business and a
provide them with ongoing support and plan for their children, decide on when non-governmental organisation.
life skills to prevent them being abused and if to start antiretroviral treatment Ford continues to provide financial
or becoming HIV-positive. or provide bereavement counselling to support, a secure home for the project
help family members cope with their loss. and hands-on assistance from employees
Given the emotional nature of the who donate clothing, blankets and food
while the NGO provides staff and social
Fast and Furious
Ford Racer Vaughan Gittin Jr. embarked on a once in a lifetime
opportunity in March – drifting a 500- horsepower 2010 Ford Mustang
in Japan. Gittin’s
adventure took him
Ford powers into from Osaka to Tokyo
to Ebisu, where he
Bangkok Motor Show hit such tracks as
Ford Thailand set the bar high in March the Bihoku Highland
at the 2009 Bangkok International Motor Circuit and the YZ
Show with a full new product line, including Circuit with Japanese
the new Ford Ranger line, the new Ford “Drift King” Keiichi
Focus MCA E20, the new Ford Focus TDCi and the new Ford Tsuchiya.
Focus TDCi with PowerShift automatic transmission. “Not only am I thrilled to drift places I have only dreamed of, but
At the Car of the Year awards ceremony that took place at the also to give others the opportunity to experience why I love the
motor show, the Ford Focus TDCi won for Best Diesel Hatchback Mustang so much. It is a true honour to have this chance to be able
and the Ford Escape for Best Petrol SUV. to experience the home of drifting in a Ford Mustang,” said Gittin.
New Focus revs it up
Ford Indonesia launched the new Ford Focus to 50 key media
at a press conference in Jakarta in March. The launch included
both the Focus TDCi with PowerShift and petrol variants. The new
Focus’ best-in-class fuel efficiency, performance, refinements and
styling improvements received positive feedback from the media.
Ford Vietnam celebrates
Ford Vietnam celebrated a milestone in March when it opened a new
state-of-the-art assembly facility in the northern town of Hai Duong.
The new assembly facility is the first of its kind in Vietnam, and utilises
the same state-of-the-art automotive manufacturing technology
that is employed by Ford’s world-class European and North
Supporting the Earth
Ford employees and plants throughout the region showed their support for Earth Hour in March by shutting off
lights for one hour. Ford Motor Company of Southern Africa switched off all possible lighting and power at both its
Silverton Assembly plant and Struandale Engine plant, while Changan Ford Mazda Automobile Nanjing Company
turned off all lights, including lighting at the plant’s gate and all three company signboards.
Issue 3 / 1
On the line
Many countries around the world mark Labour Day this month to celebrate
the economic and social achievements of workers. At Ford, we turn the spotlight
on the people who are responsible for putting together the vehicles that roll off
the line every day.
Sello Papo Vedagiri Punnaikodi Jimmy Sanque Pham Thi Mai Lan
Trimline Body Shop Body Shop Paint Shop
5 years with Ford 10.5 years with Ford 7 years with Ford 7 years with Ford
South Africa India The Philippines Vietnam
Q What does
ONE Ford mean
A: Someone’s problem
shouldn’t be his own. We all
work together to achieve
A: We’re like a hand. Look
at our fingers, each of them is
unique but each has a function
A: We treat and consider
everyone as ONE big family
and community. Together, we
A: ONE Ford means one
team, one united Ford.
the same objectives. to fulfil. can achieve our goals.
Q Tell us something
that most people
A: I’m a caring person. The A: I’m soft-spoken by
other side of me can be hurt
nature and speak only when
A: I’m a very health-conscious A: The only flower that I like is
person. I don’t drink or smoke. the orchid. My name also
Q Which is your
in the plant?
A: Where I’m working.
Every time I see the Sealer
Robots malfunctioning, they
A: Training Hall – whenever A: Fabrication area – I am
I go there, I learn new things
which help me in my work and
able to experience and observe
multiple things happening at
A: The paint shop. I’ve been
at this place for seven years,
from learning the skills on my
remind me of how people give me the opportunity to one time. first day at Ford to being
also act strangely at times. assist and support others too. a skilful worker now.
Q Who are you
to in your life?
A: My mother. She’s caring A: My parents, without
and understanding. She’s
been everything to me.
whom I wouldn’t be here.
A: My family, my Ford family
and on top of all, God.
A: The paint shop manager.
He supports his staff in training,
so I’ve joined training courses
which have given me the skills
to gain respect and support
from my team.
Q If Ford Motor
Company is a
A: Windshield – it stops so
many things like wind, noise
and rain, and it brings out the
A: Body – it not only shields A: Engine – the engine is the
and protects the interior
components of the vehicle
heart of the vehicle that is
responsible for the vehicle’s
A: I’d be the smooth surface
of the car before applying the
paint. Only with a spotless
part of the beauty in the car. but it also protects the people performance on the road. surface would the car have
vehicle are you? inside it. a perfect and appealing “skin”
to the customers.
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/ @Ford Online, via the new comments tool.
Australia China India
International Women’s Big smiles
f effort Cookie handover to Multi- at employee
Bushfire relie Day celebration party
purpose Community Centre
Japan Australia Philippines
Explore th International Melbourne
event at La Explorer Fun-filled P
Motor Show artner ’s managers’
l Day celebr
ation Health week
Taiwan Thailand Vietnam
sales agers put
Marketing and rty Service man dealer meeting
entertain at pa on a show Helping repair a school
Staff at Explorer training
Fun and games during
Outbound team building activity staff gathering Finance ex
Sanjeevi Medical Centre visit decorated ecs get
by their te
2009 Variety Bash 10 year service awards in March New Fiesta transit campaign
Email your happy
Managers attend firstname.lastname@example.org
Football match with
dealers health week meetin Issue 3 / 1
Lending a hand to help children g