Ford155 - June 2015

@Ford
Connecting Europe · June 2015
EUROPEAN
MARKETS IN FOCUS
NEW PRODUCTS, NEW OPPORTUNITIES
MUSTANG
WOWS MEDIA
BEHIND THE WHEEL OF
A THOROUGHBRED
THE POWER
OF IDEAS
SPECIAL FEATURE:
CELEBRATING
FORD INNOVATION
Go Further
FREE FORD
SERVICE APP
Ford has introduced a new service app designed to benefit the owners of Ford vehicles across
Europe. The app is available to download for free on Apple iOS and Google Android devices and
provides the user with local information and useful tips, including an ability to locate the nearest
petrol station or Ford dealer
The app enables the user to:
• Connect to the Ford Assistance Helpline
in an emergency, using GPS to provide a
location anywhere in Europe.
• Locate the nearest Ford dealer, providing
an address, contact number and option to
book a vehicle service.
• Identify international traffic signs
and rules when driving abroad, and the
function of vehicle warning lamps on the
instrument panel. It also includes a Ford
Technology guide with videos explaining
Ford vehicle technologies.
• Browse Ford’s range of vehicle
accessories.
• Create a road trip or holiday checklist of
what is required while travelling, including
a ‘Park Me’ feature, which logs the location
of where a vehicle is parked, and tracks
the time elapsed since a parking ticket
was issued.
• Create a ‘damage report’, which can
generate a PDF report at the scene of
an accident.
Find out more at http://ford.to/1dRV6jW
iOS
Android
Editorial
INNOVATION IS A CORNERSTONE
OF OUR BRAND
With each new model we have the opportunity
to strengthen our reputation for great design,
performance and, importantly, innovation.
As this special issue of @Ford magazine
underscores, innovation has been and remains the lifeblood of Ford. It flows through
each of our new models -- from advanced
EcoBoost powertrains to inventive driver-assist features, such as Intelligent Speed Limiter,
which is making its global debut on the allnew Ford S-MAX.
Recently, Ford was named “Most Innovative Volume Brand 2015” in the annual
AutomotiveINNOVATIONS awards presented
by Germany’s well-respected Centre of Automotive Management. In addition to receiving
that top award, new Ford Focus won in its
class, and the all-new Ford Mondeo was in
the top three for its segment.
We won the awards for a broad range of
innovations led by our safety and semi-autonomous driver assistance technologies,
competing against more than 1,220 entries
from 53 brands worldwide.
In winning the award for “Most Innovative
Volume Brand,” Ford overcame strong competition from Volkswagen and Hyundai, who
finished in second and third places respectively.
This is a remarkable achievement and
one that we need to make sure more people
recognise. Too many people have outdated
or simply inaccurate perceptions of our brand
and vehicles. Put simply, our brand image has
not caught up with our product excellence.
Innovation in both our vehicles and production processes is delivering long-term quality,
something that was recognised recently by
Auto Motor and Sport. After subjecting the
Ford Focus to a demanding 100,000 km test,
the respected German magazine declared it
was top of the class. That was the third such
accolade for long-term quality from AMS,
following similar results for the new C-MAX
and the Fiesta.
To receive such recognition shows that we
are moving in the right direction and, true to
the Ford heritage, delivering great vehicles
packed with innovation and technologies
that were once the sole territory of upscale,
premium brands.
Through the ingenuity of the entire team,
we now have the freshest and most vibrant
product range in our history.
Delivering progress
We recently posted our best first quarter
sales performance since 2011, but our
financial performance improved by only
$9 million compared with the same period
last year. This is a clear indication that we
need to accelerate our transformation of
the Ford of Europe business.
Jim Farley
Executive Vice President and President, Europe,
Middle East and Africa, Ford Motor Company
The external environment remains challenging, but with the new products we have
in showrooms and vehicles we are now
launching, we have an opportunity to make
2015 a year of important progress in terms
of top-line growth, product excellence, and
financial improvement.
It’s each of you who can make the difference through your commitment to innovation,
to operational excellence, to launching on
time with high quality, and to driving waste
and cost out of the business.
Thank you for all you are doing to create a
profitable and vibrant Ford of Europe.
Content
04 News in Brief
News and views from the world of Ford
15 Employee survey
Global Engagement Survey
06 Cover
16 Mustang wows
11 Markets in focus
18 The external view
Special Feature: Ford Innovation
New products, new opportunities
14 Ford in the market
Latest sales figures
Media verdict on new pony car
Ford on social media
18 Readers’ voice
Vignale ideas
@Ford Europe June 2015 · 3
Ford News
Included with
this issue
between pages
10 and 11
@Ford Europe June 2015
Executive editor:
Predrag Zezelj, [email protected]
Writer: Peter Noble Copy editor: Rick Franks
Design: Manfred Müller, 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
News
NEWS IN BRIEF
Ford Spain mobility tour
Ford Spain, its dealer network and the Foundation ONCE charitable organisation have
announced details of the 2015 Ford Adapta
programme, which enables people with disabilities to test an adapted car.
Under the programme, a number of specially-adapted Ford vehicles will tour 15 cities,
starting in Valencia. At each location, vehicle
features will be demonstrated and people
with disabilities will be able to test drive one
of the vehicles ahead of making a purchase.
This year the programme includes the new
Mondeo and the Tourneo Connect Eurotaxi,
both of which are manufactured at the
Almussafes (Valencia) plant. Last year,
3,800 disabled people and their relatives
benefited from the advantages of the
programme.
Mustang is fastest
Ford has revealed that the all-new 5.0-litre V8 fastback Mustang model with six-speed
manual transmission will deliver 0-100 km/h (0-62 mph) acceleration in under five
seconds – making it the fastest accelerating high-volume Ford model ever offered in
Europe. The Mustang 2.3-litre EcoBoost fastback manual reaches delivers 0-100 km/h in
5.8 seconds.
Fiesta for Russia
Motorcraft extension
Ford has signed up to WhoCanFixMyCar.
com – a parts and servicing price comparison site designed to highlight the best
choices for vehicle maintenance and repair
work. Participating dealers from Ford’s
network of more than 500 sites across the
UK will make the prices of Ford’s Motorcraft 4+ vehicle parts and servicing options
available online, and it is the first time a
manufacturer has registered with the digital-first service on a network-wide scale.
For more information about Ford Motorcraft 4+, visit:
http://www.ford.co.uk/OwnerServices/
VehicleServiceandRepair/MotorcraftFourPlus
The new Fiesta four-door sedan will arrive
in the Russian market this year. The model
will go into full-cycle production at the Ford
Sollers plant in Tatarstan and go on sale in
the third quarter 2015.
“The Fiesta sedan brings the best of Ford’s
global quality, technology and design to the
most popular car body style in Russia – the
four-door sedan. Fiesta has been specially
tailored for the needs of Russian customers –
with increased ground clearance, engine calibrated for RON 92, enhanced winter options,
and a spacious trunk – and the car has been
thoroughly tested in Russia to ensure it can
handle the road and climate conditions,” said
Ted Cannis, president and CEO, Ford Sollers.
Q1 financial results
Ford Motor Company reported a 2015 first
quarter pre-tax profit of $1.4 billion, up
$24 million from the same period in 2014.
Ford of Europe posted a pre-tax loss of
$185 million, compared with a pre-tax
loss of $194m in the first quarter last year.
“The first quarter was a good start
to a year in which our results will grow
progressively stronger as the new
Transit Custom wins Russian COTY
Transit Custom was been crowned the
best vehicle in its class in Russia’s “Car of
the Year” awards presentation. The Ford
model outstripped competitors including
Mercedes-Benz Vito Van and Volkswagen
Transporter to win the “Light Van” Category. It is the ninth award Transit vehicles
have won in Russia.
Ford of Spain Goes Further
When a Ford dealership in Spain
was extensively damaged by fire,
Ford of Spain quickly stepped in to
enable the dealer to continue serving
customers while renovation work got
underway. Courtesy vehicles were
made available to customers whose
cars were affected by the fire, and
band wrap was placed around the
whole building so that areas affected
by the fire were covered.
Meanwhile, Ford of Spain’s Corporate and Public Affairs Department
dealt with media enquiries, kept customers up to date with developments
using social media, and provided
logistical support.
SOCIAL MEDIA SURVEY
Ford is conducting a survey into how
it can better respond to employees’
social media needs and wishes. The
short survey will be open until June
22, 2015. To take part, go to:
http://s.fordmedia.eu/
SocialMediaSurvey
@Ford Europe June 2015 · 4
News
“There’s more heritage in the Mustang’s
front grille than in the entire Audi fleet.”
Michael McAleer, Irishtimes.com
“The sound is key to the very Mustangness of the thing: an honest harmony of
metal and gases.”
Paul Horrell, BBC Top Gear
Rome
Lon
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Deal
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Goin with
gt
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Pla ing at work
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Commuting more stressful than work
Rush hour travel in some of Europe’s major
cities is now such an ordeal that commuters
are more likely to find their journey to work
more stressful than their job. The Ford European Commuter Survey of 5,503 commuters
in Barcelona, Berlin, London, Madrid, Paris,
and Rome showed that 26 per cent of people
find commuting stressful, compared with
S-MAX: “It’s quick, quiet and doesn’t roll
around in corners like a tanker in a force
ten. And the new one is so full of tech it
has surely been designed using sorcery,
black magic and witchcraft rather than
engineers.” Mark Forsyth, Dailystar.co.uk
“The triumph of Ford’s 5.0l V8 in this car
is that the merest dab of the accelerator and you’re rewarded with an instant
lion’s roar.“ Steven Chisholm,
The Scotsman
80% 83%
23 per cent who find work stressful.
In Rome, more people highlighted commuting as a source of stress than moving
into a new house. Londoners found commuting more stressful than visiting the dentist.
Overall, one in three people find commuting
increasingly stressful, and over one in four say
their daily journeys are becoming increasingly
unpredictable.
Ford is investing another €2.6 million in
2015 to provide free driver training to
5,000 more young drivers from across Europe under its Driving Skills for Life (DSFL)
programme. This year, Ford will offer free
training for the first time in Denmark, the
Netherlands and Turkey, as well as continue
successful training programs in Belgium,
France, Germany, Italy, Romania, Russia,
Spain and the UK.
“When Ford revealed the pricing strategy
for its new Mustang, we all lost our
minds. Here was a muscle car that
looked a million dollars, but didn’t have
the price tag to match.”
Alex Kersten, Carthrottle.com
“Self-driving vehicles hold the key to
reducing traffic fatalities and will transform the automobile industry. Autonomous cars are ultimately going to save
millions of lives. The technology works.
It’s not far away.” Ray Kurzweil, Google
Stress level
DSFL 2015
“The American model offers both the
rigour of a European sports car and the
exoticism and prices of Uncle Sam. An
appealing cocktail.”
Julien Marcos, Turbo.fr
“You can’t ignore the turmoil, but how
many other markets have Russia’s
potential?”
Warren Browne, US industry consultant
B
Paris
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olidays
es
ing h
lin
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products we have been launching start
to pay off,” said Ford president and CEO
Mark Fields. “We are re-confirming that
2015 will be a breakthrough year for
Ford as we continue accelerating our One
Ford plan, delivering product excellence
and driving innovation in every part of the
business in a way that benefits all our
stakeholders.”
Com
mu
tin
g
Is yours the worst journey to work?
R&D centre opened in Turkey
Ford Motor Company’s long-standing joint
venture with Koç Holding in Turkey, Ford
Otosan, has opened the largest R&D centre
in the Turkish automotive industry. The new
centre also is the largest single-site R&D
centre of any industry in Turkey. The new Ford
Otosan Sancaktepe R&D Centre is located in
Istanbul. Construction work commenced in
July 2013, and the total investment in the new
centre is $25 million (Turkish Lira 68 million).
Belgian award for Mondeo
Belgian leasing company, Alphabet, has
crowned the Mondeo as Lease Car of the Year
title for 2015. The winner was selected by a
jury of 12 comprising vehicle fleet managers,
car journalists, and experts from the industry. Mondeo was also selected as the Best in
Class in the Business+ category.
@Ford Europe June 2015 · 5
Ford wins Transit Custom order
Ford will deliver 189 Transit Custom
models to gas distribution company SGN,
which manages the gas distribution network to 5.8 million homes and businesses
in the UK.
The vans will play a vital role in SGN’s
‘first call’ emergency response fleet, used
by engineers called to gas emergencies.
There are 400 vans in this role for SGN
across Scotland and southern England.
A key factor for SGN in making the purchase was the Transit Custom’s innovative
‘load-through’ bulkhead, which permits
floor-level carrying of three-metre-long
gas pipes.
Innovation
Special Feature
LEADING THROUGH INNOVATION
Ford recently won one of the auto industry’s most sought-after awards for innovation. To celebrate
that success, this special feature turns the spotlight on the company’s increasing recognition for
delivering innovative technologies
FORD IS ‘MOST INNOVATIVE
VOLUME BRAND 2015’
Ford was named the “Most Innovative
Volume Brand 2015” at the recent annual
AutomotiveINNOVATIONS awards presented
by Germany’s Centre of Automotive Management (CAM). That was not Ford’s only
success in the awards, the new Focus won in
its class, and the all-new Mondeo was in the
top three for its segment.
Ford won the awards for its safety and
semi-autonomous driver technologies.
The awards recognise automotive engineering innovation, and Ford was named
the category winner after jurors considered
innovations from 18 global automotive groups
representing 53 brands. The judging panel,
led by centre director Prof. Dr. Stefan Bratzel,
in collaboration with PricewaterhouseCoopers AG, reported that driver assistance
systems accounted for nearly 300 of the
innovations submitted.
“Innovation has always been the lifeblood
of Ford and it’s more vital with the automotive industry entering a period of rapid
technological advancement,” said Joe Bakaj,
vice president, Product Development, Ford of
Europe. “The technologies we are introducing
From left:
Felix Kuhnert, Partner PwC
Automotive Leader Europe,
Prof. Dr. Stefan Bratzel,
Director of the Center of
Automotive Management,
Bernhard Mattes, Chairman
Ford of Germany, and TV
presenter Barbara Hahlweg
today are enabling a safer, more efficient and
more connected journey.”
The Centre of Automotive Management is
an independent institute for automotive and
mobility research and strategic consulting at
the University of Applied Sciences,
Bergisch Gladbach, in Germany.
Jurors also recognised Ford for the
award-winning 1.0-litre EcoBoost engine
that last year became the first engine to
be named International Engine of the Year
three years in a row, and the company’s
Electronic Stability Programme technology.
Most Innovative Volume Brand 2015
1st
2nd
3rd
Automotive INNOVATIONS Award 2015
@Ford Europe June 2015 · 6
Boosting EcoBoost
Ford Motor Company is investigating
an innovative new engine management
approach that could be a key to helping
to make the 1.0litre EcoBoost engine
even more fuel efficient.
On-road tests using a working prototype showed fuel efficiency improvements of up to 6 per cent after
engineers conducted an experimental
investigation into cylinder deactivation.
For the test they also developed a
new dual mass flywheel. This enabled
cylinder deactivation to take place
at a wider range of engine loads and
speeds, and helped minimise noise,
vibration and harshness levels.
These findings were presented to the
Vienna Engine Symposium by Andreas
Schamel, Ford director, Global Powertrain, Research & Advanced Engineering. Cylinder deactivation is among a
number of fuel efficiency solutions Ford
is investigating for the 1.0-litre EcoBoost, at the European Research and
Innovation Centre in Aachen, Germany.
Innovation
FORD TECHNOLOGY
BENEFITS CUSTOMERS
Prof. Dr. Stefan Bratzel, director of Germany’s influential Centre of Automotive Management, talks
about Ford’s success in the 2015 AutomotiveINNOVATIONS Awards
How are the innovations assessed?
For the past ten years we have been analysing all the innovations
introduced by all auto manufacturers worldwide. We look at media
coverage, motor shows etc. When we have identified the innovations,
we evaluate them on what we call a MOBIL approach (Maturity,
Originality, Benefit, Innovation Level). We look at each single innovation to make sure that it is a genuine innovation, checking whether it is
already available on the market and can be bought or if it is a concept
for a motor show. We also look at originality, asking is it industry new
or company new? Then we look at the benefit of the technology; does
it improve efficiency or the environment, for example?
How do you arrive at the winning innovations?
Our jury, of which I am the chairman, uses a series of checklists. After
the assessments, we give an innovation level on a scale of one to four,
with four being the highest. A score of one means the technology is
nice-to-have, while four means it is a ground breaking or radical innovation. Each entry is evaluated on its level of innovation and originality,
its benefits and whether it is completely new. Every element is given a
weight, or score, and the sum total indicates innovation strength.
How many innovations did you assess?
Last year we received and analysed 1,220 innovations from 53 global
brands. In addition we analysed more innovations from suppliers to
assess the technology trends of the automotive industry.
How would you sum up the value of the awards?
The awards are an indication of a company’s innovation strength. We
believe that through our assessment process we can very precisely
identify how innovative a company was over the past year: who are
the leaders and followers in a technology field. The awards prove the
power of the Ford brand. The innovations deliver important benefits
for the customer, of course.
Why was Ford successful?
Ford won one of the top awards of the year. Our three most important
and valuable awards are given for the most innovative single volume
brand, premium brand and for the most innovative group, so a group
comprising several brands. Out of the 53 brands assessed, Ford was
named the Best Innovative Volume Brand 2015, with Volkswagen in
second place and Hyundai in third position. Additionally, Focus won in
its class, and the Mondeo was in the top three for its segment.
We identified 88 Ford innovations in total, of which 18 were completely new. We found innovations, in particular, on Focus, Mondeo,
Mustang and F-150. Very high levels of innovation were found with the
1.0-litre EcoBoost engine and with driver-assistance systems.
@Ford Europe June 2015 · 7
Innovation
FORD FIRST
WITH
INTELLIGENT
SPEED LIMITER
New Ford technology helps to
prevent drivers from exceeding
speed limits. @Ford talks to the
engineers behind the innovation
Andreas Ediger and Benjamin Bäcker developed Ford Intelligent Speed Limiter technology
Did you know that across Europe there are
more than 35,000 safety cameras waiting to
catch unwary drivers? Accidentally breaking
the speed limit can not only result in a fine or
driving ban, it can also play a significant role
in some road accidents.
To help address the problem, Ford has
developed and is introducing technology
that can automatically help prevent drivers
from exceeding speed limits – both when
driving in their own country, and while driving
abroad.
Intelligent Speed Limiter (ISL), which
debuts on new S-MAX, combines the functionality of Ford Adjustable Speed Limiter
(enables drivers to manually set a maximum
vehicle speed) and Traffic Sign Recognition
(provides drivers with the latest detected
speed limit).
“We started work on ISL in 2012,” explains
ISL development engineer Andreas Ediger.
“The building blocks were already in place
because we had Traffic Sign Recognition and
Adjustable Speed Limiter, but combining the
two to create ISL posed many challenges.
As this system is new to the market, we had
to find out the customer requirements and
deliver a robust and intuitive system that
customers want.
Ford engineers covered thousands of kilometres on public roads perfecting the technology, which has received an overwhelmingly
positive response from media.
“It is very rewarding to get positive feedback from external organisations,” says ISL
attribute engineer Benjamin Bäcker. “The
big winners, though, will be our customers.
A lot of very innovative people have worked
extremely hard to develop a technology which
offers numerous benefits and is very easy to
operate.”
Drivers can choose between speed limiting
systems in the vehicle menu using the steering wheel controls, and activate them using
the speed system controls. Maximum speed
for Intelligent Speed Limiter can be set and
then raised or lowered in 5 km/h (5 mph)
increments. Between 30-200 km/h (20-120
mph) the technology utilises speed limit
information from the Traffic Sign Recognition
system. In vehicles equipped with on-board
navigation, Intelligent Speed Limiter also uses
map data for improved accuracy.
Intelligent Speed Limiter allows drivers
to set a speed tolerance of up to 10 km/h
(5 mph) above the detected speed limit.
The system does not apply the brakes but
smoothly controls engine torque. If the vehicle overruns the set maximum speed because
of a downhill gradient, an alarm is sounded.
Drivers can temporarily override the system
by pressing firmly on the accelerator.
“A lot of very innovative people have
worked extremely hard to develop a
technology which offers numerous
benefits and is very easy to operate.”
Caution!
Braking
vehicle
Electronic
Emergency
Brakelight
Obstacle Avoidance
@Ford Europe June 2015 · 8
Intelligent
Speed Limiter
Innovation
INNOVATION POWERS A BETTER DRIVE
Ford’s many driver-assist technologies are
strengthening the appeal of new models,
delivering customer benefits and boosting the
brand. Here is a brief look at some of those
innovative features
SYNC 2 enables drivers to operate phone,
entertainment, climate and navigation systems using simple conversational language.
wheel drive and all-wheel drive performance
to provide a more secure footing, especially in
slippery conditions.
Electric parking brake with Hill Launch
Assist. Hill Start Assist temporarily stops the
vehicle rolling backwards during a hill start.
SYNC 2 also features Emergency Assistance,
which directly connects the vehicle occupants
to local emergency services operators after
an accident, in the correct language for the
region.
Ford MyKey technology enables owners to
programme a key that can inhibit incoming phone calls, restrict top speed, prevent
deactivation of driver assistance and safety
features, reduce audio system maximum volume, and disable the audio system altogether
if occupants are not using safety belts.
Intelligent Speed Assist automatically
adjusts maximum speed to remain within
changing speed limits to help reduce the risk
of incurring costly speeding penalties.
Hands-Free Liftgate allows the liftgate to
be opened or closed using a kicking motion
beneath the rear bumper.
Pre-Collision Assist applies braking if a collision with another vehicle ahead is imminent
– first sounding an alert and then displaying a
warning onto the windscreen from 8 km/h
(5 mph) up to the maximum speed.
Inflatable Rear Seatbelt combines airbag
and seatbelt attributes. During a crash, the
inflatable belt helps distribute crash forces
across more of a passenger’s torso than a
conventional belt – up to five times more.
Blind Spot Information System helps detect vehicles in the drivers’ blind spot when
changing lanes.
Ford Adaptive Steering helps to make vehicles easier to manoeuvre at low speeds and
in tight spaces, and more agile and comfortable at high speeds.
Lane Keeping Alert is designed to warn the
driver, by vibration of the steering wheel,
when the front view camera detects that an
unintentional lane departure event is likely to
happen.
Pre-Collision Assist with Pedestrian
Detection can reduce the severity of some
frontal collisions involving vehicles and
pedestrians, or help drivers avoid some
impacts altogether.
Ford’s Intelligent All-Wheel Drive system
delivers enhanced traction and road-holding
with a seamless transition between front-
Driver Alert uses advanced technology and
sophisticated algorithms to analyse driver
performance and issues a warning if the
driver shows signs of drowsiness or erratic
steering.
Sophisticated TDCi diesel and EcoBoost
petrol engines deliver quiet, effortless performance and reduced CO2 emissions.
Pedestrian
Detection
Distance Alert
and Indication
Traffic Sign Recognition provides drivers
with the latest detected speed limit, cancellation signs and overtaking restrictions via the
instrument cluster display.
Active City Stop will apply automatic braking
to mitigate or avoid a collision with a vehicle
ahead at speeds of up to 40 km/h (25 mph) .
@Ford Europe June 2015 · 9
Active City Stop
Innovation
Active Park Assist
Cross Traffic Alert
Blind Spot
indicator in
side mirror
Vehicle
coming
from right
Active Park Assist featuring Perpendicular
Parking enables drivers to detect suitably-sized parking spaces and reverse handsfree into them.
Cross Traffic Alert warns drivers reversing
out of a parking space of vehicles that may
soon be crossing behind them.
Park-Out Assist helps drivers exit a parallel parking space, the system operating the
steering while the driver operates the accelerator and brake.
beam angle and intensity to match the driving
environment.
Side Parking Aid delivers audible alerts and
on-screen distance indicators to obstacles
around the vehicle.
Glare-Free Highbeam technology detects vehicles ahead, both on-coming and travelling
in the same direction, and fades out light that
could dazzle from the adaptive LED headlamp technology while retaining maximum
illumination for other areas.
Dynamic Adaptive LED headlights combine
the daylight-mimicking light clarity of fullLED headlamps with Ford’s Adaptive Front
Lighting System that adjusts the headlight
Static Cornering Fog Light
Steering wheel angle, or indicator
activation up to 40km/h
Dynamic Curve Light
Steering wheel angle
Adverse Weather Light
Wipers active and front
fogs deactivated
FORD LIGHTS THE
WAY AHEAD
City Light
Between 31 km/h
and 50km/h
Manoeuvring Light
Reverse gear selected
Motorway Light
Above 110 km/h
Country Light
Between 51 km/h and 100 km/h
@Ford Europe June 2015 · 10
Residential Area
Lighting
Up to 30 km/h
Markets review
NEW PRODUCTS ARE THE
KEY TO FUTURE SUCCESS
Ford chiefs in key European markets talk about the challenges
they are facing and the opportunities for growth
MAXIMISING SALES REVENUE
AND MINIMISING COST
Our National Sales Companies aim to maximise the revenue we
get for selling our products and services while minimising the costs
involved. The biggest element of this cost is the Variable Marketing
which we apply to incentivise each sale.
Last year we successfully grew our market share while at the same
time reducing this variable marketing expense. One of the key ways
that we do this is by leveraging the attractiveness of our new products
to improve our “channel mix.” Already, in the first quarter, our sales
into the more profitable retail and fleet sales channels accounted for
73 per cent of Ford car sales, which is 4 percentage points above the
industry average (where competitors are still selling more into the
less profitable rental and demo channels).
The improving economic outlook, rising consumer confidence and
ageing vehicle parcs are driving faster industry sales growth than we
had forecast at the start of the year. While this is good news, we can
only take full advantage of accelerating growth in demand if we fore-
Ford became the top
selling CV brand in
Europe in the first
quarter
Peter Fleet, vice president, Sales,
Ford of Europe
cast this growth sufficiently early to plan the purchase of components,
vehicle assembly and delivery capacity. We have work to do here.
To accelerate our journey to a viable and vibrant Ford business in
Europe, we want to outpace industry growth. We achieved this in the
first quarter with Ford sales up 12.5 per cent, compared with industry
growth of 9 per cent. So our share was up 0.2 ppts to 8.2 per cent.
Our strategy of investing in the downturn to create one of the freshest line-ups on sale during the industry upturn is paying off across the
market segments, especially in commercial vehicles. Ford became the
top selling commercial vehicle brand in Europe in the first quarter, up
from No. 7 just three years ago.
EUROPEAN SALES OPERATIONS
The ESO markets in 2015 are growing by
approximately 4 per cent, indicating general
recovery. We expect to grow further throughout 2015.
Within the group there are clear differences.
Most of the growth is being seen in Ireland,
Netherlands, Sweden and Switzerland, markets that are recovering after a steep industry
decline. We see some market reductions in
Belgium, Austria and Poland. Romania is now
also officially being counted in the European
20 markets that we report.
The great news is that our ESO volume is
up 11 per cent over YTD April 2014, and as a
result our share has grown by 0.3 percentage
points.
We are introducing our full range of commercial vehicles, EcoSport, Focus and new
Mondeo and Mustang. Our extending line-up
presents us with many opportunities to further grow our market presence.
Netherlands, Belgium, Austria and Poland
are now being tracked on retail share, and
the work that has been done within the larger
ESO sales volume
is up 11 per cent
European markets on the retail channel is
also being implemented. More markets will
similarly enhance their retail performance this
year.
In the fleet channel, a new acquisition programme has kicked off which will be extended to more ESO markets where we have fleet
opportunities.
The New Deal dealer programme is being
implemented, resulting in approximately
130 FordStores in the ESO region.
We have just completed “Becoming
Vignale,” where we have taken each market
FordStore team through our plans to both
@Ford Europe June 2015 · 11
build the Vignale brand and our Vignale cars.
This is an exciting new opportunity to further
grow our business by delivering exceptional
high value and quality product.
Additionally, full alignment on marketing
communication across the region is being
executed. Every market utilises the same
creative material, using the central European production hubs, reducing the work and
cost in the markets and generating efficiency
and aligned messaging. Our investment and
productivity in the digital space is also accelerating fast to ensure we interact with our
customers on their personal devices.
The introduction of Motorcraft parts sales
has also seen very strong growth. This brand
is targetted at the older Ford vehicle parc
and is driving customers back in to our Ford
dealerships and extending the average age
of the vehicle we support through our dealer
network.
All these actions will move our brand
forward, securing our business for the future,
as well as delivering 2015 results.
Kevin Griffin, regional director,
European Sales Operations
Markets review
UNITED KINGDOM
Ford’s UK market lead continues to strengthen. It is now in the 39th year leading car sales
and the 50th year at the top of commercial
vehicle sales. Ford’s 2014 sales lead increased in all sectors: total vehicle, cars and
commercial vehicles. The UK is Ford’s third
largest global market, after China and the
USA.
Ford’s long-standing UK sales leadership
was underpinned by the launch of a number
of award-winning vehicles and technologies
during 2014. In 2015, Ford enters its busiest
ever launch period, with the introduction of
cars, multi-activity vehicles, the iconic Mustang and the Vignale brand experience.
Ford total vehicle sales hit the 80,000
mark in March this year as it recorded its alltime best-ever month for commercial vehicle
(CV) sales with 16,497 registrations. Ford’s
UK market leadership remains unchallenged
GERMANY
Overall economic sentiment in Germany
remains strong. The vehicle market grew 3 per
cent in 2014 and started 2015 strongly with 6
per cent growth in the first quarter. For fullyear 2015 we expect an industry of 3.4 - 3.5
million new vehicles sales.
In this growing environment, Ford of Germany (FoG) outpaced the industry last year
by growing twice as fast as the total market;
year-over-year FoG sold 15,000 units more
and added 0.2 percentage points of share. On
a year-to-date April basis, FoG has delivered more than 7,100 additional vehicles to
customers and grown 9.2 per cent in volume.
Market share improved 0.2 percentage points
to 7.3 per cent cumulative April. Key contributors to this positive trend are the successful
new Mondeo, the Kuga and very strong de-
ITALY
Fact:
Ford of Italy’s
commercial
vehicles sales are
up 45 per cent
Fact: The UK has seen three
years of continuous monthon-month car sales growth
through 2015 with its lead over its nearest
rival in total vehicle sales extended by over 25
per cent, compared with March 2014.
The UK has seen three years of continuous
month-on-month car sales growth - a sign of
both consumer confidence and the attractiveness of the UK for the over-capacitised
car industry. It is expected that sustained
economic stability and low interest rates will
fuel a steady growth in sales through 2015.
The Ford dealer network in Britain remains
a competitive advantage and is one of the
strongest in the world. In 2014, 105 Transit
Centres were opened along with 90 Transit
Service Dealers, and there were also 13 new
dealerships or major refurbishments intro-
duced. This year will see 55 flagship FordStores opened.
Ford Credit has also successfully built
customer loyalty and supported the growth
in retail sales. Personal contract plans have
been chosen by over one million customers
and the majority of our customers select two
to three year “Options” contracts that help
maintain residual values and ensure that
equity is retained in their vehicles.
Mark Ovenden, chairman and managing
director, Ford of Britain.
Fact: The 2015 Germany industry is
forecast to grow to 3.4-3.5 million
new vehicles
mand for the new commercial vehicle range.
To maintain this growth in the Retail and
Fleet segments, the FoG team is leveraging
its Brand Breakthrough Marketing strategy,
together with new initiatives jointly developed
with Ford Credit/FordLease and FCSD.
As a One Ford team we work very closely
with the Ford Credit and Ford Service teams.
Together we have achieved record high loyalty
The Italian industry is benefiting from a rise
in volumes, with a full-year forecast at 1.67
million units, mostly due to the renewal of
company fleets. However, Ford of Italy is
outpacing the industry, especially in the retail
channel where in the first quarter sales grew
by 23 per cent, and has claimed import leadership with a steady 9 per cent share.
Ford of Italy growth in the total car market
was also 23 per cent in the first quarter. We
are also consolidating our growth in the CV
market, with a stunning 45 per cent increase
in volumes, more than seven times the industry average. In the total market (CVs and
cars), FoI growth is 24 per cent, double the
industry rate.
@Ford Europe June 2015 · 12
of Ford ownership – 70 per cent of customers
who financed their vehicle with Ford Credit
have bought a new Ford at the end of the
financing contract.
We are currently in the process of strengthening the dealer network and enhancing the
customer experience in sales and service. We
have over 120 applications for FordStores
and have so far appointed 46. This successful
teamwork with all stakeholders will deliver
profitable growth for all and build a sustainable foundation for the coming years.
Wolfgang Kopplin, managing director,
Marketing & Sales, Ford of Germany
In the fleet market, this year FoI is concentrating on launches of new models like
Mondeo and Focus, S-MAX and C-MAX,
which thanks to innovation, technology and
design, have a strong appeal to fleet customers. FoI’s retail share will further benefit from
the launch of the new Mustang and the new
Mondeo Vignale, which will help leveraging
the Ford brand in to upscale segments.
The key challenge for 2015 is to maximise
profit opportunities by working on the product line mix while maintaining a strong retail
share.
Domenico Chianese, managing director,
Ford of Italy
Markets review
FRANCE
Ford in France is making strong progress,
growing sales by 24 per cent at the end of
March. The growth was led by our successful
SUV product range and the new Mondeo.
With the iconic Mustang, the new C-MAX (the
first imported compact MPV) and all-new
S-MAX still to come, confidence is high that
we can further connect with French consumers and deliver reliable and profitable growth.
We have just re-launched our Employee
SPAIN
and Ambassador Programmes to ensure
that our 1,345 employees and pensioners can
share the pride in our exceptional product
range.
The dealer network is also making good
progress with all French dealers upgrading
their facilities this year, with 20 of them becoming FordStores.
Fact: Domestic brands have over
56 per cent of the French market
During the first quarter of 2015, the passenger vehicle market in Spain increased by 32.2
per cent, the eighth consecutive quarter of
growth. During the same period, Ford sales
increased by 33.4 per cent. Ford maintains
a strong presence in the retail channel to
private buyers holding second position and
Fact: Ford sales increased
33.4 per cent in the first quarter
Paul Flanagan, managing director,
Ford of France
a 7.7 per cent market share. Outstanding
performance in this channel was achieved
by the Ford Ka, with a 25.6 per cent segment
share. Tourneo Courier is the leader in its
segment. Our forecast for 2015 is to increase
our volume by 20 per cent and surpass 2014’s
market share.
Production in the first quarter increased 51
per cent in comparison with the same period
in 2014.
Jesus Alonso, managing director, Ford Spain
RUSSIA
Russia is facing difficult times with a negative economic outlook, a weaker, volatile Ruble, and the general downturn of the Russian
car market. Despite these challenges, Ford
believes Russia has significant potential in
the longer term.
Ford, and its partner in Russia, Sollers, have
reached an agreement under which Ford will
provide additional financial support to allow
the Ford Sollers joint venture to develop and
achieve its strategic objectives. This will
facilitate the launch of four new Ford vehicles
in Russia in 2015 and position Ford Sollers for
growth when the market starts to recover.
The auto industry in Russia is expected to
contract by at least 25 per cent to between
1.6m and 1.8m vehicles this year, but even at
those levels it will likely remain the fourth
largest market in Europe.
However, the longer term prospects are
brighter, with the economy expected to
recover over the medium term. Car densities
remain at half the levels of Germany, while
Fact: The Russian vehicle parc
is over 12 years old
the Russian population at over 140 million is
the largest in Europe. The vehicle parc average age is over 12 years old.
The Ford Sollers team is confident and
determined to steer the business through the
crisis and achieve growth in the longer term.
We have reviewed and adjusted our investment plan to eliminate waste and develop
opportunities, and continue to adapt our
manufacturing plans to the current levels of
demand.
2015 is a critical product launch year for
Ford in Russia. This year, the Ford Sollers
team has launched production of the new
Mondeo at the St. Petersburg plant and the
@Ford Europe June 2015 · 13
new Transit in Elabuga, Tatarstan. The launch
of the 4-and 5-door Fiesta will begin this
summer in the Naberezhnye Chelny plant,
also in Tatarstan. This will be followed by the
launch of the new Focus in St. Petersburg.
At the end of the year, we will launch the new
Elabuga engine plant.
The success of the Ford Sollers joint
venture in Russia also depends on the close
working relationship with the Ford team
around the world. Only by working as a One
Ford team can we deliver a brighter future for
the Ford brand in Russia.
Ted Cannis, president and CEO, Ford Sollers
Markets review
TURKEY
Ford registrations April 2015
Total vehicles by country:
higher/ lower than April 2014
A - Austria
B - Belgium
CH - Switzerland
CZ - Czech Republic
D - Germany
DK - Denmark
E - Spain
F - France
FIN - Finland
GB - Great Britain
GR - Greece
H - Hungary
I - Italy
IRL - Ireland
N - Norway
NL - Netherlands
PL - Poland
P - Portugal
S - Sweden
RUS - Russia
TR - Turkey
RO - Romania
Fact: Total vehicle sales in Turkey
increased 51 per cent in the first
quarter, to 183,000.
Ford sales in Turkey more than doubled March year-to-date,
reaching 23,854 units and total market share improved by
4.1 percentage points to 13.0 per cent.
With all new commercial vehicles fully launched, Ford CV sales
were up 145 per cent at 15,901 units, compared with the first
quarter of 2014. Ford sales performance of cars also increased
significantly, rising 87 per cent. Share improved by 1.5 percentage
points to 6.3 per cent.
We are the clear leader in CV sales in Turkey, with the Tourneo
Courier the best seller in its segment on a monthly basis since the
second month after launch. We believe we will continue to leverage
this strength during this year and into the future.
2015 will be the year of car launches. We made a fast start with
the new Focus and Mondeo and believe that the launch of the
Focus low displacement diesel powershift version will contribute
significantly to our sales.
In the first quarter of the year, financial markets were relatively
volatile and the Turkish Lira devaluated by 10 per cent against the
US dollar. Turkey’s growth rate is expected to be around four per
cent in 2015. There will be a parliamentary election early June.
These facts will play a key role in the pace of the automotive
industry for the rest of the year. Ford Otosan’s projection for the
Turkish market is around 920,000 units and our sales objective
is 126,000 units.
Haydar Yenigün, general manager, Ford Otosan
1,832
4,314
1,563
1,395
24,880
1,644
6,177
9,513
970
31,965
405
1,017
11,041
1,053
999
2,403
2,353
831
1,818
2,787
11,844
649
Ford European sales grew 12.5 per cent
in the first quarter.
Ford of Europe is responsible for producing,
selling and servicing Ford brand vehicles in
50 individual markets.
EUROPE 22
EDM
121,507 (+10,994)
2,450 (+265)
Ford is Europe’s No 2 best-selling brand.
Ford total vehicle market share rose
0.2 percentage points, to 8.2 per cent.
Ford is Europe’s top–selling CV brand.
EUROPE 22 YTD
485,649 (+49,120)
EDM YTD
8,627 (-123)
@Ford Europe June 2015 · 14
GES Survey
THREE QUESTIONS TO
DONYA URWIN
What are your thoughts on the 2015 FoE Global
Engagement Survey results?
It was encouraging to see an increase to most survey
dimensions versus the 2014 GES, along with a continued improvement to the three FoE questions relating to
Product, Brand and Cost. In line with our One Ford plan,
the leadership team is focused on continuously improving
our effectiveness as ONE team, and, therefore, gaining
and responding to employee feedback is vitally important
for our success. Although the FoE response rate increased
versus the prior year, I think we still have room to improve
the levels of employee participation in the survey and this
will also remain an area of focus for the leadership team.
What are the next steps?
Vice presidents and functional heads will communicate
functional Global Engagement Survey results to employees. Functional leadership teams will be reviewing their
Pulse Action Plans in the light of these results and, if
necessary, re-focusing their efforts.
The annual Pulse Survey is scheduled for August/September 2015 so department managers should be continuing to work on their Pulse Action Plans with their teams
to ensure that identified areas of concern have been
addressed. There will also be action planning at the EOC
level. We’ll be looking at the feedback and identifying key
actions to address the issues raised by the survey.
RESULTS
POSITIVE:
MORALE
RISING
The results of the annual Global Engagement
Survey have been published, providing an insight
into how employees view their worklife and the
company
Are there any other key trends or insights that have been
identified?
For the three dimensions that are common across both
the GES and Pulse Surveys, i.e. ESI, GS&MT and Go Further, the data shows an upward trend over the past five
surveys, despite the very challenging business environment.
In addition, the FoE results follow a similar pattern to
the Total Ford results; however, they do remain significantly lower. The gap reduced by 1ppt for the ESI, Future
and Bold leadership dimensions, but increased for the Go
Further dimension.
Employee morale, assessed through the Employee Satisfaction Index
(ESI), was 65 per cent, an improvement of 2 percentage points (ppts)
when compared with last year’s survey. Over 9,000 Ford of Europe
employees participated in the anonymous survey which focused
on the key dimensions of ‘Employee Morale’ (as measured by ESI),
‘Global Skilled & Motivated Team’, ‘Bold Leadership’, ‘Future’, and ‘Go
Further,’ as well as how well the Performance Management process in
FoE was deployed.
Overall for 2015 the Global Engagement Survey (GES) results were
positive, with increases in the following dimensions: ESI, Global Skilled
and Motivated Team index, and Bold Leadership. The Future dimension remained flat at 69 per cent; however there was 1ppt decrease to
the Go Further dimension.
The number of employees who would recommend Ford as a place
to work to their friends or family further increased versus 2014.
Donya Urwin is Vice President HR, Ford of Europe
@Ford Europe June 2015 · 15
Mustang drive
MUSTANG MUSCLES INTO MUNICH
Bavaria hosted one of Europe’s most eagerly
anticipated car launches last month and @Ford
was there to see history being made
Bavaria is famous for beer, sausages and beautiful scenery (among
many other things), but American muscle cars- surely not?
Up until last month that might have been the case, but during May,
this proud German state was the launch pad for the first ever European Mustang media drive and for three solid weeks Ford’s iconic muscle
car could be seen and heard driven enthusiastically along its autobahns and picturesque country roads.
That’s not all. Anyone flying into Munich Airport in May could be forgiven for thinking they had accidentally boarded a plane to Detroit. For
outside terminals 1 & 2, in the Mac Forum - a territory that is traditionally Audi’s – passengers were greeted by a fleet of Mustangs as well as
a Vignale lounge and Ford Performance stand.
@Ford Europe June 2015 · 16
Mustang drive
THE MEDIA VIEW:
Autopista (Spain): Whereas the style is more of an evolution
than a revolution, the technical changes allow the Mustang to
enter a new era. At last, Ford has abandoned the solid rear axle
for a new multi-link rear suspension that is a godsend on sinuous
roads. It gives the new Mustang more balance and precision than
previous generations. It feels like you are driving a much smaller
sports car.
Choosing Munich to introduce Mustang to Europe was a PR masterstroke. With its exceptional tarmac (including speed limit-less motorways where Mustang can really stretch its legs) and warm hospitality,
it was the perfect location for a muscle car launch.
Up until now, customers seeking a powerful rear-wheel drive
coupe or convertible in Europe will have been restricted to expensive
premium products from Audi, Mercedes and BMW. This new Mustang
not only challenges Europe’s finest for looks, performance, driving
dynamics and technology, it blows them out of the water in terms of
pricing. It’s no wonder more than 2,800 Europeans have paid deposits
since the car became available to order.
So, after 50 years of waiting, now that Europe’s toughest critics
have finally got to get behind the wheel of a European Mustang, what
did they think?
“We hosted more than 500 journalists and the feedback has been
really positive,” said Dan Jones, Product Communications Manager,
Ford of Europe. “We’ve received a lot of compliments about the driveability of both the V8 and the 2.3 EcoBoost. The biggest impression
journalists have taken away is how European the car feels and how
unmistakably American it looks.”
Motor 16 (Spain): When we start the engine, the Mustang reveals
its intentions with a hoarse, spectacular sound achieved by a sophisticated electronic system that uses speakers inside the cabin.
The first order of business: floor the accelerator, because why else
did we come to Germany? The EcoBoost version surprises us with
its output of more than 300PS. Meanwhile, many local drivers
recognize the car and greet it with admiration. The Mustang is
one of the greatest cars in automotive history. It’s a modern classic
whose most important aspects are the sensations: a hard yet quick
gearshift and spectacular accelerations and manoeuvrability.
Autodeclics.com (France): It’s not as melodic and furious as the
V8, but the 2.3-liter EcoBoost engine is perfect for the customer
who seeks a versatile car with a sporty temperament. Paired with
an impeccable gearbox (what a surprise for an American car!),
the 2.3-litre promises dynamic handling and decent sound quality.
We must accept that we live in an age of downsizing.
The Daily Telegraph Online (UK): While you can use the V8’s
grunt to overwhelm the rear tyres and kick the tail wide, to do so
takes provocation, because both traction and grip are inherently
good (a limited-slip differential is standard on UK cars). And while
its body leans in corners, and the rear will squat and the bonnet
rise when you accelerate, that’s all part of the muscle car charm.
Within those parameters, the Mustang feels fundamentally well
sorted. It is at about this point, just when you’re really starting
to have fun, that you wonder how a Porsche 911 or Jaguar F-type
might compare. And then you remember that the Mustang costs
half the price and you go from being merely impressed to almost
bowled over.
@Ford Europe June 2015 · 17
External view
Your Voice
FORD ON SOCIAL MEDIA
Here’s a selection of social media comments about
Ford from around the world:
Facebook
Twitter
MONDEO VIGNALE
@FordEu just took a peek at your new (for me)
#Mondeo and I must say #Impressive.
@OpaS72
Last month we asked for your views on what further exclusive
services Ford could offer to Vignale Mondeo customers?
Here’s a selection of your replies:
FordEu @Ford wow, great looking car!!!
@Joeydebell
Can’t wait to order one! Andy Hogan
1) Give a good bunch of flowers to the customer when the new
vehicle is picked up.
2) Offer a free pick-up and drop-off service when the vehicle is
due for a service including the use of a courtesy car.
3) D
O NOT offer instant coffee in the show room. Please make
sure it is either fresh ground coffee or fresh made leaf tea.
NP, UK
Stunning. The Mondeo suits that grille far better than
the rest of the Ford range which still look great; it just
seems to lend itself more to the Mondeo.
Marky McCoddy
Individualisation: The ignition key in body colour; the owner’s
name on the door sill trims; individual entry lights that project
the owner’s name on the floor; the individual’s name in the
initial SYNC screen. ME, Germany
MUSTANG
1) Offer mobile servicing, rather than leaving customers
without cars, or have higher priority servicing allowing for
customers to be back on the road in a shorter space of time.
2) Remote diagnostic service to allow customers to retain their
vehicles without having to take it into a dealership for small
issues. UT, UK
Awesome launch today for the Ford Mondeo Vignale
ZoeydeLucy launch
#MustangsingMunich take over Munich airport! Looks
way cool :-) Mike the Car Guy
The New Mustang at Munich. Welcome to Germany,
new Mustang. Someday you’ll be mine.
Mustang Owners Club
Exclusive events for Vignale owners only; linked to hard-to-get
tickets for high profile events and so on. FR, Germany
In Vienna, which is nice, but I’d rather be in Germany
with a Mustang. TheCarTweeter
Expand Vignale Collection to include a whole range of lifestyle
products, such as sportswear and sports equipment. BK, UK
Pleased to report it drives just as good as it looks, and
it looks fantastic. #MustangDrive @thejonnyedge
Special Viganle car hire when abroad. That way the Vignale
driver does not have to compromise when he or she lands in
another country.” BB, Spain
We got behind the wheel of the new @Ford Mustang,
and we absolutely loved it! @MotorTorque
Make office facilities available in FordStores for Vignale drivers.
Then when they are travelling, they can stop at a FordStore if
they need a document copied or faxed, for example.”
JN, Belgium
THIS MONTH’S QUESTION:
Ford set the internet buzzing recently with a unique
way of announcing the arrival in Europe of the all-new
Mustang. The company found a farm in England, close
to London Stansted Airport, and planted a 20 metre
long galloping pony Mustang logo. It took six people
to plant the 35,000 shrubs required. Some 17.5 million
travellers fly into and out of the airport each year.
This month we want you to tell us which Ford
driver assist technology most appeals to you
and why?
We’ll give a Mustang Mug to the best reply.
Send your replies to [email protected]
or via internal post to D-NX/2A.
@Ford Europe June 2015 · 18
Moment
09.05.2015
Mondeo Vignale in Rome
@Ford Europe June 2015 · 19