W

elcome to the preview issue

of @Ford, our new magazine

Contents
whose content will be
generated specifically from
and geared towards the
Ford markets and people across our Asia Pacific
and Africa region.
It represents yet another example of our global 3 Best Practice
drive towards One Ford and the integration PANDA power comes to APA
that’s being deployed throughout all aspects of
the business – in this instance, 4 Market Watch
through enhanced and expanded All new Falcons take Australia
communications. by storm
In the months ahead, @Ford will
aim to keep you informed of the
significant events and news occurring
5 Headline News
Fiesta debuts in APA
across our very diverse and dynamic
region, as well as highlight the specific activities
and programs that are taking place within your
6 Cover Story
Driving Skills for Life program
own markets.
helps protect drivers in Asia
Globally, and here in Asia Pacific and Africa,
we’re certainly faced with some of the most
challenging and difficult times that our industry and
9 Global View
Russia: Growth and change
Ford Motor Company have ever faced. The financial

10
crisis that has recently swept the globe, and its
implications to the auto industry – including the Voice of the Customer
tightening of credit and falling consumer confidence – Quality roadmap to One Ford
have been playing out in headlines on a daily basis.
Yet despite the uncertain times and rapidly 12 Corporate Social
shifting environment that currently face us, @Ford Responsibility
will help you see the significant progress that is A look at APA’s Global Week of
still being made at Ford Motor Company – both Caring activities
globally and throughout our region – as well as
the many accomplishments and successes that 14 Product Watch
are being enjoyed within our markets. • New Escape makes its mark on the
I’ll be using this space each issue to share my Bangkok skyline
perspectives on our business and provide updates • PowerShift design revamps
on behalf of the senior APA management team. the new Ford Focus
We also want to ensure that the content of @Ford
• Ford Ikon 1.4 TDCi gets top honors
is most relevant to our people around the APA in fuel economy
region, so I encourage you to submit your ideas
and/or feedback to apamedia@ford.com for
consideration with future issues.
17 News Round-up

One Team. One Plan. One Goal.

18 Ford Faces

John Parker
Executive Vice President, Asia Pacific and Africa

is published for the people of Asia Pacific and Africa, Ford Motor Company, by Ford Communications - 19th Floor, Lake Rajada Office
2/
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. 2008.
 best practice

PANDA power
comes to APA

H
ave you hugged a PANDA? Ford Customer Service
Operations (CSO) managers in the Asia Pacific and Africa
region certainly want to because suddenly their operations
are more profitable.
No, the black and white bear from China hasn’t brought
good luck, but PANDA – which stands for Parts and Accessories Computer
System – has contributed more than $1 million extra to the bottom line in six
of the eleven APA markets via centralized parts pricing.
and other changing factors, Ford can suddenly
find itself charging a customer less for the part
than it pays to get it.
With each market facing the same dilemma –
often with the same parts – it’s an ideal task
for centralizing.
Deeman Vachirasomboon, business
development manager in Bangkok for CSO,

A team effort
A specialist team from Thailand and India devised this additional function of
monitoring and setting parts prices centrally from the system, which controls
“thatThisstaying
has proven
on top
all aspects of the parts and accessories business, from parts
ordering and warehousing to dealer ordering and logistics. of pricing centrally
It is very difficult for individual markets to monitor
more than a quarter million parts numbers daily. With
commodity price changes, competitive pressures,
really pays off.
”
leads a four-person team that uses
PANDA to monitor pricing every
business day. His team has already
brought centralized pricing to Japan,
India, Thailand, Vietnam, the Philippines
and Indonesia. And in just one of the markets
yet to join, the team has identified more than
700 negatively priced parts.
“Centralized pricing demonstrates the
strength we have when we work together as a
region,” said Brian Colianni, Executive Director
of APA Customer Service Operations. “By
the time we’ve completed the five remaining
markets, the profits will add up. This has
proven that staying on top of pricing centrally
really pays off.”
CSO business development manager Deeman Vachirasomboon and
So, when centralized parts pricing comes
pricing analyst Patumtip Lertchaisataporn
to your market, give your PANDA a big hug!

Preview Issue / 3
 market watch

“ ...the best car

Ford Australia has
ever built.
”
All-new Falcons
take Australia by storm

T
he media are describing the new Ford Falcon load paths that direct crash forces away from occupants.
as the best car Ford Australia has ever built and During its safety development, the Falcon was subjected to
arguably the best car built in Australia – grand more than 5,000 simulated crashes while 90 fully-instrumented
praise for the new FG Falcon that recently proved prototypes were physically crashed. Testing was carried out in
itself to be the safest Australian car ever made. the US, Sweden and Australia.
The new FG Falcon was the first Australia- On top of the safety features, the
made car to achieve the maximum five-star Falcon range also boasts all-new
safety rating in independent crash exterior and interior designs, an all-
testing by the Australian New new front suspension, as well
Car Assessment Program as new powertrains with more
(ANCAP), scoring higher points power, more torque and
than many premium European improved fuel economy.
vehicles known for safety. The 2008 Falcon models
“Not only is the FG Falcon went on sale in May, going
the safest vehicle ever to market with three distinct
produced in this country, it is faces on the vehicle for the
also competitive with the safest first time in its history to
sedans in the world,” said Ford appeal to a wide customer
Australia’s President and CEO Marin Burela. base ranging from private and fleet customers to the high-
The Falcon’s comprehensive list of active and passive performance sports and luxury customers.
safety features supplements the integrity of its new body structure, There are now three families of vehicles in the FG Falcon
including the use of Boron steel and the development of new sedan range – Falcon XT, G Series and Falcon XR.

4/
 headline news

Fiesta debuts in APA

The all-new Ford Fiesta is now on the road
and it’s heading to Asia Pacific and Africa

S
tarting with events in Europe, Fiesta is embarking • Johannesburg Motor Show (October 31)
on a global launch tour that intensifies in the • Guangzhou Motor Show (November 18)
coming months. It’s a significant step forward • Australian media drive (December 11-12)
in the One Ford story, as Ford Motor Company
brings its new worldwide small-car design to market. Media favorite
Fiesta is going to be a success, say key journalists who Reports from the European launch underscore key facets of
have driven the new global small car from Ford. the new Fiesta story. Journalists praise Fiesta’s innovative
“Clearly the Fiesta is now the segment leader. It does design, its unique, mobile phone-inspired interior, premium
everything right,” said a key South African motoring journalist, levels of refinement and comfort and Fiesta’s trademark, ‘fun
one of 1,200 members of the news media who attended the to drive’ dynamic agility on the road.
inaugural Fiesta media drive event in Italy. After experiencing Fiesta, one prominent Australian journalist
said Fiesta is “a class above where it’s fighting.”
Regional rollout
The first APA markets to launch Fiesta – Australia, New
Zealand and South Africa – also sent reporters to the European
launch in August and September. Then comes this month's
much anticipated global debut of the Fiesta sedan model,
which will be manufactured in Nanjing, China.
Reflecting the growing momentum behind the Fiesta launch,
major APA launch events began in the final months of 2008:
• Australian International Motor Show (October 9)
• South African media drive (October 20-25)

Preview Issue / 5
 cover story

Brand ambassador Tata Young kicks off DSFL program in Thailand

APA launches
Driving Skills for Life
Following the success of Ford’s North America program,
DSFL is inspiring safer driving across Asia Pacific and Africa

F
ord’s latest export to the Asia Pacific and Africa
(APA) region is not a vehicle but a successful driver
education program from the US. Launched in North
America in 2003 to educate teens who are new to
driving, Driving Skills for Life (DSFL) is APA’s first
region-wide corporate social responsibility program and has made
its debut in the Philippines, Vietnam, Thailand and Indonesia.
This free course mixes classroom learning and practical training
to teach safe and fuel-efficient driving. The regional program was
created in cooperation with the Asia Injury Prevention (AIP)
Foundation and government agencies in the four ASEAN countries.
The financing of the program in Southeast Asia is the first Asian
initiative for Ford GlobalGiving, a campaign of the Ford Motor
Company Fund and Community Services.
Customized for each market
In the Philippines, the program kicked off with a series of DSFL day
camps by renowned racer JP Tuason of the Tuason Racing School.
The 170 participants learned responsible defensive driving and
practical techniques to save fuel and money via eco-driving.

6/
 Driving Skills for Life is now incorporated into Ford Philippines’ City. About 100 drivers went through the mix of theoretical and
successful Responsibility In Driver Education program, which practical training.
has been run in schools and communities since 2005 to create To educate the wider public, the program content was run on TV
a new generation of drivers that are more aware and intelligent on programs in Hanoi and Ho Chi Minh City while graduate trainees
the road. from driving schools and auto club members
Moreover, a Road Safety Youth Council
formed in conjunction with the Ministry “Driving Skills for took part in DSFL sessions. Ford has
committed to run this program through 2010
of Education and the Ministry of IT and Life is an ideal way for in Vietnam.
Communication now acts as ambassadors In Thailand, DSFL got off to a glitzy start
for DSFL. Ford to leverage our in Bangkok with international star Tata Young
“The program results in a more educated
global expertise to – Ford Thailand’s Brand Ambassador – taking
road user who knows how to make his or part in the demo training and speaking on
her journey safer while making the most out
of every liter of fuel,” said council chairman
make a difference. ” the need for such programs to help improve
driver education and safety.
Vic Rosales. Weekend training sessions have been conducted for members
In Vietnam, the program was launched with the media in Hanoi of the public while the program is being introduced in the four
being given demo training on DSFL, followed by training for Ford upcountry regions. Some 900 drivers are expected to participate in
Vietnam’s largest fleet drivers – Future Star Taxi – in Ho Chi Minh the program this year.

DSFL comes to ASEAN

T
he driver education program is being launched The Philippines
in four ASEAN markets initially. Here is a Launched: May 7. Partners: Tuason Racing School,
rundown of how the program is being run Society of Philippine
Motoring Journalists,
Indonesia Safety Organization
Launched: August 25. Partners: The Profession of the Philippines.
Certification National Committee, Indonesia Defensive Offered to: Ford
Driving Center, Ministry of Transportation, National and Mazda employees
Police Road Force. Offered to: retail customers, and dealers, Ford and
existing customers, university students and the public Mazda club members, fleet members, and students.
in Ford communities.
Thailand
Vietnam Launched: August 20. Partners:
Launched: July 10. Partners: AIP AIP Foundation, Jor Sor 100
Foundation, National Traffic Safety (a road-traffic radio station).
Committee. Offered to: Ford Offered to: Ford employees,
employees and retail customers, dealers and customers,
private drivers, fleet operators private drivers, university
and driving schools. professors and students.

Preview Issue / 7
 In Indonesia, DSFL is now a credible safety driving course with the
Profession Certification National Committee, Indonesia’s only government
Do you. . . ?
approved driver training association, providing certified qualification for the
participants.
Ford employees and dealers, as well as university students, were among
the first to be trained in DSFL during the launch. There will be at least 500
1 Always use
safety belts

2
certified DSFL drivers in Indonesia by the end of the year.
Adjust mirrors
for clear view

“The program results

in a more educated road user 3 Drive relaxed
anticipate
traffic situations
who knows how to make
his or her journey safer. ” 4 Avoid distractions
(e.g. talking on
mobile phone)
Saving lives, saving fuel

5
Reducing the toll of road traffic accidents across the region is a key objective
Maintain safe
of DSFL.
There are nearly 40 deaths on the roads of Vietnam every day, while
“3-second distance”
traffic accidents are the second highest cause of death in Thailand. between vehicles
“In developing countries, motorization is happening so quickly that road

6 Drive at low engine

traffic injuries and deaths have reached an epidemic proportion. People are
taking to the road in ever-greater numbers, usually without the training to speeds, ideally at
drive properly,” said Greig Craft, president of the AIP Foundation which is
1,500 – 2,500 rpm
also a member of the United Nations Road Safety Collaboration.
Besides, the techniques used for safe driving are essentially the same for
economical, fuel-efficient motoring, said Neal McCarthy, corporate
communications director for Asia Pacific and Africa. “So, driving steadily at a
reasonable engine speed is not only safer, but it also helps save fuel and
7 Use vehicle’s
momentum to
reduce fuel use
reduce CO2 emissions.”

8
In launching DSFL in the ASEAN markets, Ford is leveraging experience
Switch off the engine
from the program’s success in North America. Ford hopes to continue
when vehicle is idling
building momentum for the initiative across Asia Pacific markets, and plans
to extend the program to additional markets next year.
for more than 20 seconds
And AIP Foundation supports the program as best practice for the

9 Adjust tires to
region, said Craft.
“It’s great to see Ford, a leader in safety, doing something about this recommended
critical issue,” he added. “Driving Skills for Life is a public-private partnership
pressure
that effectively involves government and non-government organizations.

10
We believe it will be the catalyst for further action to improve road safety as
nations across this region deal with rapid changes on their roads.”
Remove unnecessary
weight from roof and
rear racks
8/
 global view

Russia:
Growth and change
Ford’s experience in Russia
provides a vision of success
for our growth in APA markets

T
he Association of Russian Carmakers confidently
expects new car sales in 2008 to total 2.75
million. More than half will be imported vehicles,
but that figure will steadily diminish as foreign
brands open local plants to avoid high import duties.
Those brands are following in the footsteps of Ford, which opened
a manufacturing plant in the country six years ago.
post rises month after month.
Ford’s status as a leading brand was further underlined at the
recent Moscow International Motor Show in September. The 10-day
event attracted 1.6 million visitors, making it one of the biggest
shows worldwide. The biennial event attracted over 1,000 companies
from Russia and more than 30 countries worldwide. There were
more than 60 car brands on display, including a large contingent
from China. The Ford stand was

“
First to manufacture one of the biggest at the show
“We’re really proud of the fact that We don’t only sell and featured a full range of
we were the first manufacturer to
come into the Russian market,
in Russia, but we vehicles, including its three
debut models, Fiesta, Focus RS
open a manufacturing plant of our manufacture in and Escape.

own in St. Petersburg and produce
Russian vehicles uniquely for the Russia.
Russian market,” commented John
Fleming, Ford Europe’s president and CEO. “It’s important to be
able to say, ‘we don’t only sell in Russia, but we manufacture in
Russia.’ And that’s also critical to profitability because it’s
expensive, both from a logistics perspective and also from a duty
perspective, to import vehicles here.”
Ford’s significant commitment to Russia is reflected in its sales
figures. In 2000 it sold just 1,200 units. In the first eight months of
this year, it retailed more than 128,000 units, and it is continuing to
”
Fiesta debuts
Ford Russia’s marketing director,
Irina Sharovatova, was excited by the new arrivals, in particular the
Fiesta. “Ford in Russia is generally perceived to be a male brand,”
she commented at the show. “Now with a very attractive small car
appealing also to a female audience we can enlarge our target
audience.”
The Focus is Ford’s best-selling car and the top foreign-brand
model, selling more than 97,000 units last year, well ahead of the
second place Renault Logan, which sold 67,800.

Help Ford save money!

Use your local access number and always call
your colleagues on their 7-digit FordNet numbers
Preview Issue / 9
 voice of the customer
W
elcome to a special feature
that will be in every issue
of @Ford magazine for the
Asia Pacific and Africa
team. It’s reserved not for
stories about us. Instead, it’s all about the customer.
Whether you’re working for Ford in India, China,
Australia or any of our other markets, who are
you really working for? Is it Ford Motor Company?
Well, that’s what it says on your pay stub. But I
would argue that every one of us at Ford Motor
Company is really working for the customer.
Or we should be.
Our business success depends on Ford
products appealing to the customer.
Our livelihoods depend on the
customer having a great ownership
experience. Our futures depend
on our customers telling others
how great our quality is, and
returning themselves when it
comes time to buy their next car.
In one way or another, every
one of our jobs can make a difference for the
customer. If only we could know what they want.
That’s what this section is all about.
Who is the customer? We’ll get into how we
bring our target customers to life.
How are we doing with the customer? We’ll
share key metrics across the region.
What do they think of Ford? In coming issues,
we’ll reveal how they rate the sales and service
experience.
What about our quality? You’ll learn what
customers are saying and what we’re doing
about it.
So, with this preview issue of @Ford, it’s
your chance to hear the Voice of the Customer.
Let’s all work together to deliver for the customer.
Tom Brewer
Vice President, Marketing Sales and Service
Asia Pacific and Africa
10 /
Quality
roadmap
to One Ford
W
hat does the Ford oval badge stand for on our
vehicles? Raj Nair, vice president of Operations,
Asia Pacific and Africa, is spearheading a broad-
based initiative to put quality at the top of the
“One Ford” brand promise.
“Whether it’s Australia or China, Thailand or India, Germany or America,
quality is at the heart of forging a long-term bond with customers,” Nair
says. “That makes delivering great quality one of the key pillars of the
Ford brand right across our region and around the world.”
A relentless focus on quality has helped Ford in North America
differentiate the brand, telling consumers that our quality is equal to
that of the best Japanese brands. That’s the objective for APA, too.
APA is aggressively implementing the Ford Global Quality Improvement
Program (GQIP). This initiative is about instituting standardized quality
processes. It’s designed to make the Ford approach to quality the same
around the world – ensuring that the Ford brand stands for great quality
to customers everywhere.
A recent implementation of GQIP in India resulted in measurable
quality improvements. Instituting the global processes helped deliver
quality rating improvements of up to 40 percent. That success is symbolic
of the potential for improvement across the region as the initiative picks
up steam.
“We’ve already demonstrated that adopting a standard approach and
consistent processes makes a huge difference,” said Phil Wright, APA
launch and quality manager, in charge of GQIP. “The key learning from
this program is not to invent how we approach quality. When we follow
these proven global processes, our quality scores will keep improving.”
Nair agrees.
“This is what One Ford is all about. And achieving it is going to make
a huge difference for Ford customers and our brand image.”
Check out the regional version of our
Ford Escape ad on the back cover
 Meet May
M
eet May. She’s a fictional character with a very real role in Ford. She personifies the profile for buyers
of the all-new Ford Fiesta.
Understanding the customer is essential to a vehicle’s success. What kind of vehicle do customers want?
What is their lifestyle? What are their influences? What brands do they like? What music do they love? Our
research teams put a lot of effort into understanding customers like May. This helps us know what she is
looking for in a vehicle. May is the kind of young adult we’re targeting with the new Fiesta. This global small car from Ford is
designed to be what May yearns for in her first car. Its fashionable style and aspirational spirit reflect the tastes of May and her
friends, based on market research.
May is so important that you can see her picture in the offices of Ford designers and engineers who developed the new Fiesta.
That’s how deeply the understanding of May has been injected into its DNA.
In China and across APA, Ford marketers and partners have been focusing on getting to know the profile of customers like
May. It’s important preparation for creating vibrant campaigns that communicate the new Fiesta’s appeal straight to their hearts.

How did we do?

J.D. Power rankings – also known as the Oscars of the automotive world – reflect how well

E
(or not) we’ve been treating the customers. Here are the current results of how we are doing.
very year, J.D. Power surveys thousands of car owners about their vehicle to measure the performance of
automobile manufacturers and dealers around the world. The Sales Satisfaction Index examined seven factors that
contribute to overall customer satisfaction with the sales experience: (in order of importance) delivery process;
delivery timing; paperwork; dealer facility; salesperson; deal; and sales initiation. The Customer Satisfaction
Index measures new-vehicle owner satisfaction with the after-sales service process by examining dealership
performance in seven factors: (in order of importance) problems experienced; service quality; user-friendly service; service
delivery; service advisor; service initiation; and in-service experience. Both indices are based on a 1,000-point scale, where a
higher score indicates greater satisfaction.
Sales Satisfaction
Index (SSI)

India Indonesia Philippines Taiwan Thailand

2008 792 (2nd) 762 (1st) 838 (8th) 860 (9th) 901 (1st)
Industry average 767 756 843 871 879
2007 780 (6th) 759 (3rd) 835 (1st) 848 (9th) 872 (1st)

Data available as of Oct. 21 2008

Customer Satisfaction
Index (CSI)

China India Indonesia Malaysia Philippines Taiwan Thailand

2008 821 (14th) 730 (10th) 763 (2nd) 763 (2nd) 841 (2nd) 856 (8th) 840 (4th)
Industry average 815 780 760 760 837 864 847
2007 806 (14 th
) 727 (2 nd
) 750 (8 th
) 777 (1 st
) 828 (1 st
) 838 (11th
) 856 (1st)

Data available as of Oct. 21 2008

Preview Issue / 11
 corporate social responsibility China
Concentrated on relief efforts for the 8.0

Caring knows
earthquake that struck Sichuan province and
killed tens of thousands in May. Ford, its key
joint venture and investment partners, and

no boundaries
employees gave at least RMB 9 million worth
of aid which included ambulances and

T
respirators. The cash donations were allotted
to Half the Sky Children’s Earthquake Relief
housands of Ford employees around the world went out
Fund, the American Red Cross China
into their local communities to volunteer at more than
Earthquake Relief and Aid, and Assistance to
175 projects spanning six continents for the third
Sichuan Earthquake Survivors.
annual Ford Global Week of Caring in September.
In the Asia Pacific and Africa region, at least 2,000 Ford
volunteers built homes, renovated shelters and fed the hungry, totaling
more than 7,000 man hours in community service, continuing the
company’s ongoing commitment to give back and make a positive
difference in people’s lives.
“The interest among Ford employees across our APA markets in the
Global Week of Caring activities has been fantastic,” said Wendy
Dendel, vice president of HR for APA. “In fact, the number of volunteers Thailand
this year was nearly double from last year, as more of our employees are • Blood drive
appreciating the personal reward that comes with reaching out to those in • Helped build residential house on an island
need within their communities.” earmarked for coastal environment studies
Here are some highlights from the region. • Visited children’s home for the physically and
mentally handicapped

South Africa
• Maintenance work at children’s home and
squatter camp which included fixing ceilings
and broken windows
• Day trip to game farm for disabled children
India
India
• Career orientation seminar for high school students
• Educated 650 drivers on road safety
• Free medical and dental care, meals for physically
disabled and mentally handicapped children in a

South Africa community center

• Tree planting, beach cleaning, and donation of waste
bins painted by volunteers to schools and nearby
communities

12 /
 Taiwan
China • Area cleaning and repair work at
handicap education center and

Taiwan children’s center which included

mowing and clearing gutters

Philippines
• Constructed houses and provided a deep
well for a village community
• Free medical and dental services to more
Thailand than 600 residents
• Tree planting

Philippines
Vietnam
• Painted and cleaned up a center
Vietnam for disabled children
• Donated clothes, books, used
computers and a TV to them

Indonesia Australia New Zealand

• Blood drive Hosted more than 400 children from
• Maintenance work at camp site for youth low decile schools for breakfast
Indonesia at risk which included surfacing the entry during a variety mini bash
Hosted breakfast and road and filling the wood shed to prepare
games for 60 orphans
Australia
for next winter
• Donated business clothes, shoes and
handbags to long-term unemployed and
disadvantaged women

New Zealand

Preview Issue / 13
 product watch

Lift off!
T
New Ford Escape he new Escape lifted off from
Bangkok suspended from a huge

launches in Bangkok hot-air balloon. The flight, which

Not even the sky was the limit for Ford
Thailand’s push to create a successful
launch for the 2008 Ford Escape
introduced the new model of the
popular compact SUV in Thailand,
drew hundreds of media and provided a unique
sight on the horizon.
Up, up and away
Customers, dealers and press were amazed when
the new Ford Escape took to the skies, sailing
beneath a colorful blue and white balloon bedecked
with a giant Ford blue oval. Flown high above
Thailand’s Royal Infantry Battalion Grounds,
Escape was also seeking a mark in the record
books.
The media stunt was a fresh approach, kicking
off a marketing campaign that gave the public
a chance to go aloft with the new Escape.

Fresh new design

The design enhancements to the Escape exterior
are extensive, featuring a new front, new fenders,
new bumpers and a new tailgate. Additional
revisions include new front fog lamps, headlamps,
alloy wheels, grille treatment, wheel arches, door
cladding, tailgate and tail lamps.
“The freshened SUV truly lives up to its name
‘Escape’,” said Saroj Kiatfuengfoo, senior vice
president of Ford Thailand.
“Its new, more contemporary design gives urban
SUV owners a real escape from the familiar look
of the SUV. Its best-in-class ground clearance
provides better road holding, while its powerful and
fuel-economy 2.3L VVT engine together with
premium safety features truly allows drivers and
all passengers to take on any new challenges.”
Customers in Chiang Mai and Phuket also
witnessed the flight of the Escape in early
November.

14 /
 product watch

Innovation?
It’s automatic
Effortless, seamless automatic gear changes that consume less
fuel – that’s what PowerShift technology delivers

C
utting fuel consumption by as much as 10 comfort and convenience of an automatic. And because of its
percent, PowerShift is good for the wallet and ability to endure high torque capacities, it is an ideal partner of
q even better for the environment with reduced modern high-performance diesel engines.
carbon dioxide emissions. The six-speed double- “When you compare it with a traditional automatic transmission,
clutch gearbox makes its debut in the new Ford the PowerShift transmission offers the win-win advantage of
Focus in Asia Pacific and Africa. improved performance and reduced fuel consumption,” said Andy
Developed by Getrag-Ford Transmissions, a 50:50 joint Ball, chief program engineer, Asia Pacific and Africa. “Plus, it’s fun
venture, the system has twin wet clutches – one clutch controls to drive, and so refined. It really enhances the great driving quality
the odd gears 1, 3 and 5 while the other handles the even ratios 2, of the new Focus.”
4 and 6. The two clutches operate alternately, with one engaging
while the other disengages.
PowerShift
Shifting gears beats the jams
This means that at the same time as the engine develops full
power and maximum thrust in first gear, second gear is placed
in readiness to be engaged. And when second gear has been
engaged, third gear is readied, and so on.
This results in extremely quick gear changes – in about 0.02
of a second – which are very smooth and refined. In fact, the
PowerShift transmission changes gears faster and smoother
than you can.
Unlike a conventional automatic transmission, PowerShift
mission has

C
e PowerShift trans
technology is not based on a torque converter or planetary gears. aught in traffic? Th
well that you
that’s gauged so
In very simple terms, the PowerShift automatic transmission is a creep function
as you move
or jerk or stumble
actually a manual gearbox that shifts automatically. won’t feel a surge the
. Journalists from
n walking speeds
along at less tha am ha d a
an d Vie tn
PowerShift performance on es ia, Th ail an d
Ph ilip pin es , Ind rd
nch of the new Fo
In short, PowerShift fuses the performance of a manual with the t at the regional lau
chance to try it ou
nila.
on the streets of Ma
Focus last month
Preview Issue / 15
 product watch

Who sips the

least fuel?

T
he verdict’s out – the Ford Ikon 1.4 TDCi is one of South Africa’s most
economical cars. It earned top honors in the country’s 32nd Total
Economy Run in July, consuming the least fuel throughout the event
and winning the overall diesel consumption category. Entered by Ford
South Africa, the car used an amazingly low 44.04 liters of fuel to
span 1,050 kilometers.
The annual run was held in the Mpumalanga area, including both tar and dirt roads
in a test to find the nation’s most frugal cars.

Frugal on fuel
“With the price of fuel continually in the spotlight, this year’s Total Economy Run was
more than ever an important opportunity for us to showcase the frugality of our

“This year’s Total vehicles,” said Ben Pillay, Ford South Africa’s marketing manager. “We achieved
victory in almost every class we competed in and took home numerous trophies in the
Economy Run was overall results.”
more than ever an Roger Rouessart and Johan Seiling (Ford Ikon 1.4 TDCi) claimed victory in

important opportunity Class H while Martin Steyn and Van Aardt Schoeman in a similar car finished third.
Rouessart and Seiling also achieved the lowest fuel consumption for a diesel, with
for us to showcase Roger Hills and Gordon Stewart coming in second.
the frugality of Vehicles participating in the event are standard with no alterations or additions to

our vehicles . ”
assist in fuel efficiency.
Lazurus Motor Company was awarded the trophy for best dealer at the event.
Other Ford Motor Company brands, Volvo and Mazda, also scored highly.

16 /

Mulally visits Ford China
Focus on product quality improvements, productivity, and further educating
the Chinese consumer about the class-leading fuel efficiency, safety and
value of Ford vehicles. That was the key message from Ford President and
CEO Alan Mulally to employees during his September visit to Shanghai,
Nanchang and Chongqing.
Mulally emphasized the unique position of the China market, and how
the business in China will influence and impact Ford’s future global strategy.
He also encouraged the team to continue adopting the ONE Ford mindset
and to work together to deliver ONE Plan, which is profitable growth.
This was Mulally’s third time to China since joining the company in
2006. Other than visiting the plants and workshops, he was host and
executive chairman of the third annual meeting of the Chongqing Mayor’s
International Economic Advisory Council, where Ford displayed the
EcoBoost engine technology and the all-new Ford Fiesta.
Lincoln
returns to Japan
Ford Japan successfully re-introduced the Lincoln brand in
Japan, first with the May launch of the Lincoln Navigator and
then the September launch of the Lincoln MKX. Complete with
features such as interior wood accents and leather seats, the
Lincoln MKX has been described by local media as smooth,
luxurious and powerful. Boasting an exterior jeweled chrome
grille, both SUVs further establish our niche in the market as
“modern American luxury”.
news round-up
What’s your escape?
Ad“FUN”ture, that’s my escape. The imaginative answer
won a motoring journalist first prize in a contest organized
specially for the launch of the new Ford Escape in
Indonesia last month. Reza Erlangga, who writes for
AutoCar Indonesia Magazine, won a family weekend trip to
theme resort Javana Spa on the new SUV. The competition
was a teaser to
create excitement
in the lead-up to
the launch of the
new Ford Escape.
And it worked.
Some 100
journalists turned
up on Tuesday
morning at Ancol Bay for the unveiling of the new Escape
with the sea as a stunning backdrop.
The setting reinforces Ford’s commitment to “Make
Every Day Exciting” and highlights the vehicle’s winning
combination of driving ease and capability for adventure,
something that the media heartily agreed with. They
praised the new Escape’s excellent performance across all
weather conditions and terrains while maintaining the
comfort and ease of driving in a sedan.
Ford pair makes
history with hat-trick
Victory was doubly sweet for Ford with Falcons
taking a double-podium and endurance kings
Craig Lowndes and Jamie Whincup making
motorsport history at the Supercheap Auto
Bathurst 1000 at Mount Panorama in Australia last month.
The duo is only the third driver pairing in the history of the iconic
event to win three consecutive titles, and the first to achieve the feat
for the Blue Oval. Lowndes and Whincup are also the only combination
to have claimed the Peter Brock Trophy since its inception in 2006.
They won in 6hr 26min while James Courtney and David Besnard,
another Ford team, came in third. In all, seven of the ten fastest cars
were Ford Falcons.
Preview Issue / 17
 Ford faces

Quality people
These people make sure customers get what they want in their
Ford vehicles – quality. We find out what makes them tick.

Proton Lee Tran Minh Vuong Ockert Berry R. Ramanathan

Director of Total Quality Office Quality Assurance Manager Plant Manager General Manager – Vehicle Quality
Taiwan Vietnam South Africa India
12 years with Ford 9 years with Ford 17 years with Ford 10 years with Ford

Q What does
quality mean
to you?
A: To exceed
customers’
A: Quality is customer satisfaction – A: To exceed
it’s what the customer perceives and customers’ expectations.
A: Ability of a product to meet its
intended purpose.
expectations, to be is willing to pay for in the products and
excellent. services we provide.

Q What do you
like most about
your job?
A: I get a lot of
free test drives,
A: I can see the results of the effort
of the entire team.
A: The continuous
daily challenges and the
A: Wearing two hats – customer as
well as supplier.
maybe too many. drive to make and
sustain improvements.

Q How do you
inspire your
staff about the
A: Remind them
that customers
A: I ask each member of my team to A: I have to lead by
visualize being in the customer’s example, along with
A: I use daily examples in my talks.
decide our future shoes, to think and feel the way daily quality cascade
need for quality? and quality has customers do before they start on any meetings on the floor.
been their major job.
concern.

Q What does
being part
of One Ford
A: It’s all about
the people and
A: One Ford means standardization A: With international
and regionalization. In the process, I backup and support,
A: Alignment of all functions across
the globe for one common objective –
teamwork. hope that different people with one vision and working improve the profitability of business
mean to you? different languages and different towards the same goal with expanded customer base.
mindsets can all accept the to make Ford the best it
standardization while maintaining the can be.
“can do” spirit and willingness to
contribute to the success of One Ford.

Q What’s one
thing about you
that few people
A: I dance. A: Though I’m amiable, I’m a self-
assertive person.
A: I might be a leader
at the plant but at home,
A: I’m a reasonably good singer.
my two little girls are the
know? rulers of my world and
have me wrapped round
their little fingers.

18 /
 Australia
Aust
ralia
a
trali
Aus

ia Indonesia
Japan Ind

New Zealand

m China China
Vietna

Vietnam

Philippines d Thailand
Thailan

H
nes
ippi
Phil ave a happy snap that
you’d like to share with
the rest of the Ford
community? Upload it
on the Content
Factory’s Team Connect site, or email it
to apamedia@ford.com, and you
Taiwan Taiwan
might just see it in the next issue!

South Africa Preview Issue / 19