@Ford

Connecting Europe December 2012 /January 2013

Lean & Green

new Fiestas clean and frugal powertrains
2012 RevieW Stephen odell inteRvieW WRC aCtion

Celtic FCs Samaras inspires his team to victory against FC Barcelona

exCiting timeS ahead

The New Ford Kuga

The Group Stages in this seasons UEFA Champions League have produced a host of magical moments, with rivalry between the continents top clubs fiercer than ever. Indeed, the strength of all 32 teams has been evident throughout, with several spectacular upsets sending shockwaves around Europe. This was evidenced as Spanish giants Real Madrid CF were disposed of in memorable fashion by a free flowing Borussia Dortmund side that are quickly establishing a reputation as the competitions dark horses. Even more surprisingly, Scottish outsiders Celtic FC held on for a magnificent 2-1 victory against the mighty FC Barcelona on Match Day 4. The Glaswegian outfit repelled wave after wave of Catalan attack to record their most outstanding European result in recent history. Kuga taKeS CentRe Stage The new Ford Kuga will be at the forefront of Fords product drive as the UEFA Champions League Knock-Out Stages begin. The

latest edition builds on the success of the previous model and introduces new technologies, as well as a more streamlined, stylish and spacious design. Improvements include the introduction of a hands-free automatic tailgate which can be opened and closed simply by sweeping a foot under the rear bumper. Innovative technologies like the handsfree automatic tailgate clearly set new Kuga apart from its competitors, said Stephen Odell, executive vice president and president, Europe, Middle East and Africa. But more importantly they provide customers with everyday advantages. All-new Kuga is more spacious, dynamic and capable than the current model, which continues to be popular with our European customers, Odell continued. SaFetY FiRSt There is more innovative technology in the New Fiesta. In Europe, the stylish newcomer debuts industry-pioneering MyKey technology, which enables parents to place

certain restrictions on young drivers. Owners will be able to limit top speed, reduce maximum audio volume, and override deactivation of driver assistance and safety technology. It allows Fiesta owners to set sensible restrictions for young drivers, and delivers peace-of-mind for parents, remarked MyKey European architect, Peter Patzelt. the Road to WembleY The MyKey system forms part of the new Fiestas safety and driver assistance package that also includes SYNC Emergency Assistance and Fords Intelligent Protection System with seven airbags. Ford continues to make its impression on the European automotive market by developing a host of impressive new products. As we prepare to enter the business end of this seasons highly entertaining UEFA Champions League, there are plenty more Ford innovations to come before Mays Wembley Final. Exciting times lie ahead both on and off the pitch.

@Ford Europe December 2012 /January 2013

Content

editoRial

2012 a year of challenge and progress

By Stephen Odell chairman and CEO, Ford of Europe

06

While 2012 has been a very tough year for the entire European auto industry, Ford of Europe has made significant progress in addressing key areas of its business. Harnessing the power of our One Ford strategy, we have focused on enhancing our product, brand and cost performance. On the product front, our Go Further event in Amsterdam highlighted the most significant new model commitment in our history, promising that by mid-decade we will introduce 15 all-new global vehicles, together with a broad array of smart technologies. That product promise is already delivering with the launch of new B-MAX, Fiesta and Kuga models. Alongside our product surge, we have announced proposals to improve our cost and efficiency by accelerating plans to realign our manufacturing resources and reduce capacity utilisation. The facility actions, pending consultation, include the proposed closure of two UK facilities next year. Ford also proposes to end production in Genk, Belgium by the end of 2014. Our objective is profitable growth, and in a further significant development it was announced last month that Ford operations in Africa and the Middle East will be aligned with Europe to take advantage of opportunities and efficiencies to expand and enhance our business. This is an exciting change that makes sense from both a geographic and business standpoint, although it will require a period of transition as we implement this new structure. In the meantime, lets all keep a sharp focus on delivering on our plan to accelerate the transformation of Ford Europe into a lean, profitable and growing operation. For 2012, the industry is on track to sell 14 million units in the traditional Western European markets. Thats the lowest total in nearly two decades. We have confirmed that Ford of Europe expects to lose more than $1.5 billion this year. The outlook for 2013 is similar to 2012, both in terms of industry sales and Ford of Europe losses. By accelerating our transformation plan, we are projecting a return to profitability for our European operations by mid-decade, supported by a gradual improvement in industry volumes; improved market share from an expanded portfolio of sports utility and commercial vehicles; higher contribution margins as a result of a stronger brand, richer product mix, and improved pricing; and cost efficiency, including the benefits of an improved manufacturing footprint and higher capacity utilisation. I believe that when we look back in future years, 2012 will be remembered as the year we laid the foundation for a more successful future for Ford of Europe Thank you for your efforts and contributions in 2012. I wish you all a happy and relaxing holiday season. Enjoy spending time with your families and friends and come back after the holidays refreshed and ready to continue our path to success and sustainable profitability.

08

12

14
News in brief from around the world

18
08 Interview
Stephen Odell: Strong future ahead

04 Upfront

06 Cover story

New Fiesta's class-leading powertrains

11 Feature

Pulse Survey shows morale rise

12 Feature Ford News 14 Sport

2012 key events reviewed

Included with this issue between pages 10 and 11

WRC: End of an era

18 Feature

Green Energy: Solar panels generate electricity

@Ford Europe December 2012 /January2013

One Team One Plan One Goal

executive editor: Predrag Zezelj, pzezelj@ford.com Writers: Peter Noble Copy editor: Rick Franks, rfranks4@ford.com design: Manfred Mller, mmuell86@ford.com, Alexander Bertrams, Annette Vellay 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

Upfront

4
1 Senior appointmentS europe expanSion Ford Motor Company has announced that Alan Mulally plans to continue to serve as president and CEO through at least 2014. At the same time, Mark Fields (above left) is named Fords new chief operating officer. In other appointments, Stephen Odell is named executive vice president and president of Europe, Middle East and Africa, Ford Motor Company, from group vice president, chairman and CEO, Ford of Europe. Africa is being realigned with Europe and the Middle East under Odell to take advantage of profitable growth opportunities and efficiencies. Additionally, Joe Hinrichs is named executive vice president and president of The Americas, from group vice president and president of Asia Pacific Africa; Jim Farley is named executive vice president of Global Marketing, Sales and Service and Lincoln; David Schoch (above right) is named group vice president and president of Asia Pacific, from chairman and CEO, Ford of China; and John Lawler is elected a Ford Motor Company vice president and named chairman and CEO of Ford Motor China, from CFO, Ford Asia Pacific Africa. 2 SpaniSh award for B-max Popular Spanish womens magazine Mujer Hoy (Women Today) has named the B-MAX as the most trendy car of 2012. The winners in the publications annual auto awards are chosen by readers through an online vote on www.hoymujer.com. This year, some 2.5m votes were cast. Eva Vicente, director of PR & Communications at Ford Spain, collected the award and said that women played a key role in designing the B-MAX. 3 ranger winS top award The Ranger has won the International Pick-Up Award 2013. The Ford model won the award following extensive testing at Millbrook Proving Ground in Bedfordshire, England, after which it was awarded 47 points more than the combined number of points garnered by the second- and thirdplaced vehicles. Every member of the judging panel ranked the Ranger as their number one choice, praising its performance on- and off-road, strong engine line-up, payload and towing capability and safety. 4 tranSit CuStom eConetiC arriveS Ford has launched the all-new Transit Custom ECOnetic, an ultra-frugal 1-tonne van that delivers class-leading fuel-efficiency to match that offered by a family passenger car. The Transit Custom ECOnetic achieves best-in-class fuel consumption from 6.0 l/100 km (47.1 mpg), a reduction of 8 per cent against its predecessor, and CO2 emissions from 159 g/km placing it on a par with a family passenger car such as the popular Ford S-MAX. ford motor Company Q3 reSultS The company reported a pre-tax profit of $2.2 billion for the third quarter, an increase of $200m from Q3 2011. Record profit and operating margin in North America and continued solid performance from Ford Credit drove this best-ever third quarter profit. Automotive Sector: Pre-tax profit was $1.8 billion, an increase of $436m from Q3 2011; Ford North America: Pre-tax profit of $2.3 billion and a 12 per cent operating margin; Ford Europe: Pre-tax loss of $468m; Ford South America: Pre-tax profit of $9m; Ford Asia Pacific Africa: Pre-tax profit of $45m; Other Automotive: Pre-tax loss of $139m; Ford Credit: Pre-tax profit of $393m. Ford Credit now expects full-year pre-tax profit of about $1.6 billion. Ford Europes Q3 results, compared with a year ago, largely reflected unfavourable market factors, including the lowest level of industry sales in almost 20 years. The decline is more than explained by lower volume, including lower industry, lower share and unfavourable dealer stock changes; lower costs and favourable exchange were partial offsets. While we are facing near-term challenges in Europe, we are fully committed to transforming our business in Europe by moving decisively to match production to demand, improve revenue through new

@Ford Europe December 2012 /January 2013

Upfront

5 7

8
products and a stronger brand, improve our cost efficiencies and take advantage of opportunities to profitably grow our business, said Alan Mulally, Ford president and CEO. profeSSional womenS network The official launch of the Ford of Europe Professional Womens Network (PWN) took place last month in meetings in Dunton and Merkenich. PWN is a cross-functional network that provides professional women with an avenue to network and drive cultural change that ultimately will help grow our business and our brand. Six sub-groups have been formed: Go Further, Communications, Community Outreach, Cultural Change, Professional Development, and Networking and Events. 5 foCuS St StarS in video game The Focus ST is the star in the latest addition to the Need for Speed video game franchise Most Wanted. The new game, which is produced by Electronics Arts (EA) Games and out now, is a powerful marketing tool for Ford as Focus ST is the most prominent vehicle in it. Having our vehicles in games gives consumers the first chance to drive and experience our vehicles before they go off to a dealership, said Brian McClary, Ford Social and Emerging Media Analyst. 6 engineering award for 1.0-litre eCoBooSt Fords 1.0-litre EcoBoost engine has won the 2012 Dewar Trophy for outstanding British technical achievement in the automotive industry. The prestigious award is presented annually by Britains Royal Automobile Club. The award was recently presented to Graham Hoare, head of the Dunton Technical Centre, and members of the EcoBoost engineering team, at a ceremony in central London. The Dewar Trophy, which has a lineage of winners dating back to 1906, recognises the best of British engineering in the automotive industry. Previous winners have included Rolls-Royce and Jaguar. 7 fleet awardS Ford models scored a double triumph in the 2012 ACFO Awards, which are presented by Britains fleet decision-makers. Ford saw its pre-eminence in the UK light commercial vehicle sector underlined once again as fleet operators voted the Transit Connect and the Transit the Small Van of the Year and the Large Van of the Year, respectively. The Transit Connect Van was voted the nations favourite Small Van for the 10th time in succession, while its Transit stablemate remained on the winners rostrum for the second consecutive year to claim the Large Van of the Year title for the 16th time in the history of the awards. B-max e-learning A further E-learning module is now available for Ford employees. The B-MAX online module provides detailed product information in an easy-to-understand format at the click of a key. To view it, go to @Ford Online, then to the NEWS & CLIPSHEET drop-down menu and select Product Online Training. The module is then available in English and German, under FoE Product Online Training. 8 fieSta JoB one Ford has started volume production of the new Fiesta at its assembly plant in Cologne. The latest version of Europes best-selling small car will be in dealerships soon. The dynamically styled new version of the Fiesta features new smart technologies and a breakthrough powertrain line-up. ford Survey into motoring A Ford-sponsored survey of 6,000 people across Europe shows the majority remain committed to car ownership but have increasing concerns about traffic congestion, the cost of driving and environmental issues. The majority of those questioned said their life would be impossible without a car; however 76 per cent added that they were affected by stress from traffic congestion and fuel prices.

@Ford Europe December 2012/January 2013

Cover Story

Fiestas magnificent seven

Europes new Fiesta is setting the pace with a range of seven class-leading powertrains

fords new small car claims an unrivalled seven powertrains which, together with fuel-saving technologies and aerodynamic improvements, achieve sub-100 g/km CO2 emissions and deliver optimised fuel efficiency. Fuel efficiency and emissions remain major considerations for Ford customers in Europe and around the world, be that out of concern for their environment, for the money in their pockets, or both, explained Wolfgang Schneider, vice president, Governmental and Environmental Affairs, Ford of Europe. Weve really put in the hours to deliver a new Fiesta that both Ford Motor Company and new Fiesta owners can be proud of. The seven powertrains include the 125 PS version of the 1.0-litre EcoBoost petrol engine that combines the performance of a conventional 1.6-litre engine with the fuel-efficiency of a smaller engine. This award-winning engine is also available as a 100 PS version that achieves best-in-class fuel economy of 4.3 l/100 km (65.6 mpg). For motorists who prefer diesel power, the 1.6-litre Duratorq TDCi ECOnetic Technology variant with 5-speed transmission and revised gearing delivers 87 g/km CO2 and 3.3 l/100 km (85.6 mpg). 6

Sub-100 g/km CO2 emissions-capable engine options include: New 65 PS and 80 PS 1.0-litre Ti-VCT petrol engines with direct-injection and integrated exhaust manifold that, equipped with Auto-Start-Stop, achieve 4.3 l /100 km (65.6mpg). A new 75 PS 1.5-litre Duratorq TDCi diesel engine that achieves 3.7 l/100km (76.3 mpg). The 95 PS 1.6-litre Duratorq TDCi diesel engine that achieves 3.6 l /100 km (78.4mpg).

Ford achieved further CO2 emission reductions and improved fuel efficiency in new Fiesta in Europe by lowering the vehicles drag co-efficient to 0.326. This was achieved by redesigning the front air-deflector and rear spoiler. Additionally, the economy-boosting Auto-Start-Stop was introduced to more Fiesta variants. This feature automatically shuts down the engine when the vehicle is at idle and restarts it when the driver wants to move off.

Another of the models innovative feature, Smart Regenerative Charging, reduces engine wear and tear by selectively engaging the alternator and charging the battery when the vehicle is coasting and braking. The Fiesta ECOnetic Technology variant further optimises fuel efficiency with a revised body and under-body aero configuration, additional gear ratio optimisation and low rolling resistance tyres. To encourage eco-driving, Ford has extended the ECOnetic Technology EcoMode coaching system across the range. This rewards drivers using fuel-efficient driving techniques by displaying up to five petals on each of three flowers that represent gear-shifting, speed and anticipation. Ford customer training has found that eco-driving skills can result in a 10 per cent long-term fuel saving. Ford EcoMode can help new Fiesta drivers make further reductions in their fuel consumption and CO2 emissions, alongside the savings made by Fords advanced powertrains and fuel-saving technologies, Glen Goold, new Fiesta global chief programme engineer, Ford of Europe, explained.

@Ford Europe December 2012 /January 2013

Cover Story

Fiesta gives more

The new Fiesta in Europe has been designed to deliver big car quality and exceed the expectations of customers downsizing from larger vehicles. It takes craftsmanship and ergonomics to the next level in the small-car segment, and will shift customer perceptions of what a small car should deliver, according to Ernst Reim, chief interior designer, Ford of Europe. Externally, the model is distinguished by a trapezoidal front grille and laser-cut headlamps, together with a power-dome bonnet design and 17-inch alloy wheels. Inside, new seat fabrics and designs are offered and electric window switches, heated seat switches and interior door handles have been relocated to introduce higher quality contact point finishes. On the road, the cars chassis components work together to enhance ride quality while retaining the Fiestas signature sporty handling character.

Fiesta gets active City Stop

Ford is introducing its Active City Stop in the new Fiesta in Europe. The low-speed collision avoidance system uses sophisticated sensors which calculate whether traffic is slowing or has stopped, and applies the brakes automatically if it determines a collision is imminent. Each year more than 500,000 people are injured in car crashes in cities in the UK, France, Germany, Italy and Spain alone.

Of these, approximately one-in-eight are hurt in rear-end shunts, the type that Active City Stop can reduce in severity or avoid altogether. First launched on new Focus and ordered by more than 70,000 European customers to date, Active City Stop is already available on C-MAX, Grand C-MAX and the new B-MAX.

@Ford Europe December 2012/January 2013

Interview

Challenging T Strong Future

Stephen Odell looks back at a challenging year and provides an outlook for 2013
how would you summarise 2012? I believe we look back on 2012 as a pivotal year for Ford of Europe a year in which we accelerated a plan to deal with the economic reality and create a profitably growing Ford in Europe for the good of all of our stakeholders. how would you describe Ford of europes strategy? We now have a laser focus on implementing the One Ford plan with an equal focus on product, brand and cost. At our Go Further event in Amsterdam in September, we committed to 15 global vehicles being launched in Europe in the next four to five years. As we expand our range with fresh, new models and introduce more and more technology, we are continuing to build our brand strength, improve our net pricing opportunities and change positively customers perceptions about the Blue Oval. We also have had to look at our cost structure, including the need to reduce our manufacturing footprint. Our people and their families are impacted by some of our plans, and I very much regret that. These employees have done nothing wrong, and many of them have been loyal employees for a long time. But if we are to have a viable future for the entire enterprise, and be able to invest in the future, we have to restructure and improve our cost-efficiency. Why was it necessary to take restructuring actions? It starts with the economic situation and the auto market. Since 2007, sales of new cars has fallen by more than 20 per cent despite heavy incentives. Sales are now at their lowest level since 1994. As a result, we will lose in excess of $1.5 billion this year, and expect a similar performance in 2013 given the weak market. So we have to make significant changes if we are to be successful in this new reality of a much smaller market in Europe. if other manufacturers dont follow Fords lead, do you see heavy discounts continuing to be a feature of the market? The reality is that there is significant production overcapacity in Europe and it needs to be addressed. Manufacturers will handle it in different ways. In the US, when GM and Chrysler filed for bankruptcy protection, the federal government bailout they received was used to support restructuring. Here in Europe it is the opposite, with some governments actually opposing restructuring actions. Ford is facing the reality of the market in Europe. If other companies dont restructure in a similar way to us, they will still have to take out cost, which means that over time the market will become less distressed and margins will improve. how significant is one Ford in todays challenging business environment? Its absolutely crucial to our success. Our plan for Europe is aligned with our global One Ford strategy and is focused on all elements of the business. It is through our One Ford strategy that we are able to launch 15 global vehicles in Europe over the next five years. And were still only in the early stages of One Ford it is not finished work. There is still a lot of work ahead of us to get the full benefits of One Ford. the go Further brand promise is gaining traction within the company. do you think it is understood by consumers? Not fully, but the starting point has to be within the company. Initially, consumers will see Go Further as relating solely to our products. The hard work now is turning Go Further into a reality outside the pure product arena. The accelerator of Go Further for me is to prove to customers that it means much more than just great products; it is also about how we interact with them and how we treat them.

@Ford Europe December 2012 /January 2013

Interview

Times, Ahead
What are your expectations for 2013? We expect the industry outlook for next year to be broadly similar to this year, possibly even lower, but it will differ by market. We expect negative or static GDP growth across much of Europe. It will be another tough year, so its important for us to influence those areas that we can control, namely cost-efficiency, strengthening our product and technology portfolio, and building our brand. brand strengthening is part of that future. What are your plans in this area? Building on our product acceleration, we plan to strengthen our brand in Europe by emphasising our class-leading quality, fuel efficiency, safety, smart technology and value. This will include actions such as investing in innovative, integrated marketing support for new products, technologies and brand; using new products to deliver healthier business channel mix, including growing retail and commercial fleet business; leveraging new series mix opportunities; strengthening dealer network profitability and the customer retail experience; and strategically reducing dealer stock levels for the benefit of Ford, its dealers and customers Well also continue to grow aggressively in expanding markets, such as Russia and Turkey, and look for other opportunities in the Middle Eastern and African markets. has Ford considered introducing a low-cost sub-brand? Thats not part of our plan for Europe. Weve concentrated on delivering and further leveraging our One Ford plan globally and in Europe, and that will remain our focus. The market is becoming increasingly competitive on all sides and we are developing our new products to meet the challenge, wherever that may be.
Follow the interview on page 10 >

Biography
Stephen Odell is chairman and
CEO, Ford of Europe.

Prior to this, Odell was a Ford vice president and president and CEO of Volvo Car Corporation, a role he held from October 2008. Before, Odell was chief operating officer, Ford of Europe, responsible for Product Development, Manufacturing, Purchasing, and Marketing, Sales and Service operations. Between September 2005 and April 2008, he was Ford Motor Company vice president and vice president of Marketing, Sales and Service, Ford of Europe. Prior to this position, he was director and senior managing executive officer in charge of Marketing, Sales and Customer Services at Mazda Motor Corporation in Japan. Odell joined Ford Motor Company in 1980 as a graduate

trainee for Ford of Britain. He worked in several management positions in sales and marketing in Britain and the USA, before being appointed vice president, Marketing and Sales, Jaguar North America, in 1997. In January 2000, Odell joined Mazda Motor North America as vice president, Marketing and Sales. He became chief operations officer, Mazda North America, in October 2000, and was appointed president of Mazda Europe in January 2002. In May 2003, he was elected senior managing executive officer, Marketing, Sales and Customer Services, Mazda Motor Corporation, Japan. Born in London, Odell is married with two children.

@Ford Europe December 2012/January 2013

Interview

European transformation at-a-glance

> 15 global vehicles to europe within five years. > brand image to be strengthened. > proposed plan to close three european facilities. > the facility actions, pending consultation, include the proposed closure of two uK facilities next year the Southampton assembly plant and stamping and tooling operations in dagenham. Ford also proposes to end production in genk, belgium by the end of 2014. excellence for powertrain development and production. this includes plans to add a new nextgeneration, low-Co2, 2.0-litre diesel engine in dagenham that will power future Ford vehicles from 2016. the engine will be developed at Fords technical Centre in dunton. additional investment also is expected at Fords bridgend engine plant in South Wales.

> if the genk action is confirmed, production of the next-generation mondeo, S-max and galaxy could move to valencia, Spain

> Fords uK operations will remain a centre of

> pending further study, production of the C-max and grand C-max compact multi-purpose vehicles would move from valencia to Saarlouis, germany, in 2014.

> european loss for 2012 expected to exceed $1.5 billion, but projecting profitability in europe by mid-decade, and targeting a long-term operating margin of 6-8 per cent

> manufacture of transit will be consolidated in Ford otosan in Kocaeli, turkey, in 2013.

the africa and middle east regions will now be grouped with europe as a business unit. What are the challenges and benefits? I was already responsible for many of these markets in my role as head of Ford Export & Growth, but realigning the whole of Africa including South Africa with Europe and the Middle East will help us to take better advantage of profitable growth opportunities and efficiencies. These new markets are very diverse in terms of per capita income, size and levels of vehicle penetration. But I believe the potential throughout the entire Middle East and African region is immense for the future. Why did Ford withdrawn as a title sponsor for WRC? Motorsport is part of Fords heritage and it provides an opportunity to communicate that Ford is an exciting brand, but we had to prioritise how we spent our money. It was no reflection on our WRC partners. We still need to be involved in motorsport, but we will find different ways to do so. What actions would you like to see taken by regulatory authorities to improve the european business? We are not against legislation, but at the European level it must be more co-ordinated, balanced, cost effective and focused on the most important areas and not undermine the global competitiveness of the European auto industry. This is why we support the Cars 2020 Action Plan, which recommends a wide package of measures, including plans for smarter regulation, sustainable transport (environment and safety), additional financing for R&D and plans to enhance our competitiveness on a global market. We now call upon EU politicians to support this Action Plan and move quickly towards implementation.

It also is important, however, that Europe has not just free trade but fair trade. For example, the EU-South Korea free trade agreement signed in 2011 is, I believe, significantly unbalanced to the disadvantage of European volume auto makers. Its also troubling that the European Commission, in the midst of this serious economic crisis, would propose launching negotiations with Japan over a free trade agreement before the Japanese remove important non-tariff barriers against the European auto industry, especially given that the EU automotive sector has a significant trade deficit with Japan which a free trade agreement is not expected to reverse. Finally, what message would you give to the Ford team in europe as a challenging 2012 ends and 2013 begins? First of all, thank you for all you are doing. I do sincerely regret the impact that some of our cost-efficiency plans could have on a number of our employees, but we are in an economic situation that is not sustainable. We have a strong parent that will stand by us, and we have One Ford continuing to gain momentum and help us in all aspects of our business. We have got a lot to do next year that will generate positive momentum with our customers principally around our new vehicle and technology introductions, and further strengthening our brand. We must remember that we are a strong player in the European industry, and we remain the No. 2 brand in the region. Our One Ford plan for Europe will allow us to secure our future in Europe, providing job opportunities for future generations of Ford employees through our continuing growth and investment here. We are a strong and confident team, and we will emerge from this crisis as a profitable, growing company.

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@Ford Europe December 2012 /January 2013

Feature

Ford of Europe Results 2011 per cent

Dimension ESI-R Global Skilled & Motivated Team Company Success Mindset Quality Work Practices Management Commitment to Diversity Supervisor Satisfaction Training & Development Overcoming Workplace Obstacles Pulse Process Satisfaction Safety ONE Ford Go Further
Salaried Only Hourly & Salaried

2012 per cent

Salaried Only Hourly/ Tariff & Salaried

60 66 81 78 80 76 67 57 71 81 71 NA

59 64 78 78 77 73 64 57 66 80 69 NA

62 69 82 81 83 79 68 59 68 82 75 71

60 66 80 79 81 74 64 58 61 78 69 64
Nick Caton is vice president, HR, Ford of Europe

Pulse check: morale rises

the 2012 pulse survey results are published, providing an insight into how employees view key elements of their work life within ford of europe. Overall employee morale, assessed through the Revised Employee Satisfaction Index (ESI-R), was 62 per cent (+2 per cent ) for salaried and 60 per cent (+1 per cent ) for hourly/tariff and salaried combined. This was an improvement in both cases when compared with last years results. thRee queStionS to niCK Caton What, for you, were the most encouraging and discouraging elements? I am pleased to see that the number of employees rating the One Ford and Managment Committment to Diversity dimensions showed a significant positive increase compared to 2011. The European Operating Committee (EOC) was keen to focus on areas of behavioural change and this is borne out by the results. Similarly, the results from the question relating to recognition received for doing a good job improved by 4 per cent (salaried only) and 3 per cent (hourly/tariff and salaried) year over year which, whilst not increasing as much as some other areas, is significant as improvements in this dimension are a challenge. I was encouraged with this increase, which I think is partly due to the launch of the Employee Recognition Programme in Europe. We will, however, continue to focus on this dimension for our Pulse action planning. We also achieved continued strong results on our Quality Work Practices, as well as Supervisor Satisfaction and Global Skilled and Motivated Team dimensions; the new Go Further dimension also scored well. Based upon feedback, there are also some areas we need to focus on: the Training and Development dimension did not improve as much when compared with 2011, and disappointingly the dimension Pulse Process Satisfation deteriorated. Alongside Overcoming Workplace Obstacles and other specific questions, these dimensions will be the focus for the EOC and will be included in our European Pulse Action Plans for 2012/13. What actions are planned? All managers should be running Pulse feedback and action planning sessions to share the results of their own Pulse report and to develop action plans to tackle issues that teams want to focus on. Often the issues that arise in Pulse action planning sessions are the ones that can be effectively tackled locally as teams can work together to put effective solutions in place. You see some managers in a department scoring well in their Pulse reports and others scoring poorly, yet they are in the same department, location etc. This difference can often be explained by effective Pulse feedback and action planning by a manager. There is also a balance between action planning locally and at a corporate level. The European Operating Committee will be discussing the results of this year's Pulse survey to identify key actions for 2012/13. From my perspective the areas of Overcoming Workplace Obstacles, Training & Development and Pulse Process Satisfaction are key areas of focus. What long-term trends in employee satisfaction have you identified? Since the Revised ESI-R was introduced we have improved from 52 per cent in 2006 to 2012's result of 62 per cent. The leadership team remains committed to the breakthrough objective of 70 per cent ESI-R and will continue to track regularly each function's performance on a variety of Pulse metrics, such as the number of action plans in place and regular functional reviews. As in previous years, there will be a Global Engagement Survey in March 2013 to check on our progress against ESI-R.

@Ford Europe December 2012/January 2013

11

Fords 2012 review

Feature January Mondeo wins two accolades at the What Car? 2012 awards: best family car and best estate. Focus given Award of Honour by the Danish Car of the Year jury for bringing advanced safety technologies to the mass market. C-MAX range celebrates surging sales by receiving UKs BusinessCar award.

feBruary

april

Transit Custom makes its global debut at the Birmingham CV Show. FordSollers plant in St. Petersburg, Russia, hosts a visit from a US Congressional Staff Delegation. Some 50 leading Ford suppliers attend European Supplier Diversity workshop in Cologne. The Fitch ratings agency upgrades Ford Motor Company and Ford Motor Credit Company to investment grade. Ford of Germany hands over 200 C-MAXs to the German Automobile Association, ADAC.

may

July Ford of Spain stages the 9th annual Ford 24 Hour endurance drive. The 5,000th Transit rolls off the production line at the FordSollers plant in Elabuga, Russia. 11.6m expansion opened at Fords Design Centre at Merkenich, Germany.

auguSt

oCtoBer

Ford Sollers celebrates its first anniversary. Fiesta ECOnetic 1.6 TDCi wins UKs MPG Marathon, clocking up 108.78 mpg over a 370-mile route. Focus named Business Car of the Year 2013 in the Netherlands. Ford announces it is withdrawing as a title sponsor for the World Rally Championship. Ford of Europe announces accelerated reorganisation plan. Plant closures in Belgium and UK.

novemBer Ford-sponsored sustainable mobility event in London. Ford display at the Istanbul Auto Show. New Fiesta Experience starts in Rome. Ford prominent in Future in Motion sustainability event in London

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@Ford Europe December 2012 /January 2013

Feature Focus 1.0-litre EcoBoost model starts production in Saarlouis, Germany. Transit awarded Russias Golden Klaxon award as best CV of 2011. Focus voted Car of the Year in the Czech Republic for the third time. Ranger cements its position as Europes safest pickup after passing Euro NCAPs toughest-ever safety assessment. Bill Ford unveils the B-MAX at the 2012 Mobile World Congress, in Barcelona. Euro NCAP names Focus as Europes Best-inClass small family car, in recognition of the its crash test rating and advanced safety technology. Spains Motor Mundial names Focus as its Car of the Year. Romanias leading automotive online publication, votes Focus the best car of 2012. marCh B-MAX makes its debut at the Geneva Motor Show. Also unveiled is the production-ready Fiesta ST, new Kuga and the Tourneo Custom Concept. Fiesta commended as Best Small Car and crowned overall winner of Diesel Car magazines Used Car of the Year Awards 2012. Ford of Europe begins production of the Fiesta ECOnetic Technology, its most fuel-efficient car ever. Focus 2012 voted Car of the Year by Spanish TV motoring programme Ms que coches.

Two-day forum in Aachen looks at future trends towards more intuitive in-car voice recognition. FordSollers stages conference in Tatarstan for auto component suppliers. S-MAX receives a golden Flottina Award 2012 for being named best van by the readers of German magazine Flottenmanagement. Fords 1.0- EcoBoost engine wins Innovation Award at the 2012 Fleet World Honours. Ford named the most responsible automobile company in China. The 7-seat C-MAX wins Italys Sicurauto Safebuy 2011 award for the safest minivan.

June

The 1.0-litre EcoBoost engine is named as 2012 International Engine of the Year. The 125 PS Focus 1.0-litre EcoBoost sets 16 Federation Internationale de lAutomobile (FIA) speed world records. Ka ranked highest model in the city car category of the J.D. Power 2012 Germany Vehicle Ownership Satisfaction Study (VOSS). Production of the B-MAX starts at the Craiova, Romania, plant. Focus named Company Car 2012 in Slovenia.

Ford and BP launch Efficiency Challenge, to promote efficient driving in Spain. Ford of Germany celebrates four vehicle anniversaries. Sierra is 30, Granada is 40, the Taunus 12M P4 is 50 and the Taunus 12M/15 M celebrates its 60th birthday. Ford participates in UK Eco-Rally with Focus Electric, Focus 1.0-litre EcoBoost and Focus ECOnetic. Ford is prominent at IFA Technology Show in Berlin. B-MAX awarded highest-possible safety rating by Euro NCAP.

SeptemBer

Transit Custom voted International Van of the Year 2013. First C-MAX models powered by the 1.0-litre EcoBoost leave Valencia plant in Spain. Ford Motor Company details major product acceleration for Europe at a special Go Further event in Amsterdam: new Fiesta and Mondeo, expansion in SUV models, new CV range, Mustang confirmed for Europe and further new technologies.

deCemBer

Drivers get their first opportunity to experience the new Formula Ford racing car at a race event in the UK.

Next season cars competing in Formula Ford will feature F1-style front and rear wings.

@Ford Europe December 2012/January 2013

13

Sport

end of an era

FoRd WoRld RallY team

After 308 events and 82 victories Ford bowed out of the World Rally Championship with a podium finish on Rally de Espaa. @Ford was there to see the Blue Oval in action for the last time

ford world rally team drivers Jari-matti latvala and miikka anttila finished second in Rally de Espaa to secure third place in the 2012 FIA World Rally Championship. The Finns ended this 13th and final round of the series just seven seconds from victory in their Fiesta RS World Rally Car to clinch a top three series finish for the second time in their careers. The team had already confirmed second place in the manufacturers standings and Latvalas podium ended an emotional weekend for Ford at the Blue Ovals final official WRC appearance. Team-mates Petter Solberg and Chris Patterson finished 11th in a similar Fiesta RS WRC. Rally de Espaa is the only mixed surface round in the championship and offered 405.46km of action. Based in Salou on the Costa Daurada coastline near Barcelona, it comprised an opening leg of gravel speed tests before two days of competition on smooth, wide, circuit-like special stages. The first days loose-surface roads provided one of the most savage days in

its the end of an emotional weekend as it marks the farewell of Ford World Rally team from the WRC.
Gerard Quinn, Ford Racing senior manager

recent years. Heavy rain made conditions treacherous with mud and standing water making survival the name of the game. Conditions deteriorated with the passage of every car and Latvalas low start position left him at an even greater disadvantage than many. However, the 27-year-old Finn kept his cool to end the day in third and climbed to second on day two as the rally switched to asphalt. He began the final leg 27 seconds

from the lead, but two fastest times enabled him to close the gap; maximum bonus points for victory in the Power Stage ensuring third in the title standings. I wanted to finish my career at Ford on a high note and Im so pleased to have done that, said Latvala. Ive had many fantastic years here building my career and I would like to thank everyone in the team for their support during that time. I have great memories of my career here that I will carry through my lifetime. Solbergs chances of a strong result ended on the second stage when he hit a rock submerged in a water-filled rut. The impact damaged his cars suspension and he retired from the leg. He returned under Rally 2 regulations with a 25-minute penalty, and climbed from 41st to 11th. Ford World Rally Team director Malcolm Wilson reflected on the event and the season. It wasnt the perfect ending, but it was probably as close as we were going to get. Jari-Matti drove well over the final two days. The Fiesta RS WRC is very competi-

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@Ford Europe December 2012 /January 2013

Sport

Rally de Espaa result:

1. S Loeb 2. J-M Latvala 3. M Hirvonen 4. M stberg 5. J Nikara 6. C Breen 7. C Atkinson 8. P-G Andersson 9. D Sordo 10. E Novikov

Citroen DS3 Citroen DS3

Ford Fiesta RS Ford Fiesta RS Mini John Cooper Ford Fiesta S2000 Mini John Cooper Proton Satria Neo Mini John Cooper Ford Fiesta RS

Drivers' championship:
1. S Loeb 2. M Hirvonen 3. J-M Latvala 4. M stberg 5. P Solberg 6. E Novikov

270pts 213pts 154pts 149pts 124pts 88pts

Manufacturers' championship:
2. Ford WRT

1. Citroen Total WRT 3. M-Sport Ford WRT 4. Adapta WRT 5. Citroen Junior WRT 6. Qatar WRT

453pts 309pts 170pts 83pts 72pts 71pts

tive, and although we were quickest in qualifying on many occasions, won Power Stages and set many fastest times, we didnt score as many victories as we should have done, he said. The important thing now is that we continue to develop the car and I hope we can stay at the highest level next year, he added. Ford Racing senior manager Gerard Quinn said: Its the end of an emotional weekend as it marks the farewell of Ford World Rally Team from the WRC. It was a great honour to have led this programme for Ford over the past three years and Id like to thank our drivers, co-drivers, every team member and fan that has supported Ford. As our rally partner, M-Sport will continue to lead private team programmes in WRC. I look forward to providing engineering and technical support through Ford Racing so privateers can continue to compete at the top level in WRC and other rally championships.

Ford in WRC the numbers game

No other manufacturer has contributed more to WRC than Ford over the years. Here are some amazing stats and facts about the Blue Ovals participation in this toughest of competitions. Three FIA World Rally Championship manufacturers titles 1979, 2006 and 2007 Two FIA World Rally Championship drivers titles 1979 Bjrn Waldegrd and 1981 Ari Vatanen 308 rallies contested 82 wins Ford Focus WRC 44, Ford Escort 31, Ford Fiesta RS WRC 6, Ford Sierra RS Cosworth 1 315 podiums Record-breaking 158 consecutive points finishes, from 2002 Rallye Monte-Carlo to 2012 Rally de Espaa 8 1-2-3 finishes 21 1-2 finishes 1 1-2-3-4 finish (1979 New Zealand) 5 consecutive wins in 2009 Italy, Greece, Poland, Finland and Australia 24 consecutive podium finishes from 2008 Jordan to 2010 Sweden Most successful rally Greece (13 wins) Most successful drivers Mikko Hirvonen (14 wins), Marcus Grnholm (12 wins) and Colin McRae (9 wins) 24 different rallies won 18 different drivers have won in Ford cars

@Ford Europe December 2012/January 2013

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Sales

Top 5 market share performance October 2012 Market 1. Britain 2. Ireland 3. Turkey 4. Hungary 5. Finland % 15.1 12.2 11.6 10.2 7.9

12,953,729 -547,429 2,215,715

commercials

cars

Top 5 markets by volume October 2012 Market 1. Britain 2. Germany 3. France 4. Russia 5. Italy Volume 26,100 21,900 9,900 9,600 8,500

-211,860

10/2012

Total vehicles by country: A - Austria B - Belgium

Ford Registrations October 2012

higher/ lower than October 2011 2,117 2,702 1,742 1,203 21,875 1,265 3,267 9,927 1,083 26,125 186 527 8,502 280 1,232 2,533 370 1,748 1,467 9,640 7,206 433 105,430 (-13,266) 4,250 (-55)

Segment shares total Europe

August 2012 (EU 19 figures) 1. Fiat Panda 2. Fiat 500 10. Ford Ka 1. Ford Fiesta 2. VW Polo 3. GM Corsa 1. 2. 11. 12. GM Meriva Citron C3 Picasso Ford Fusion B-MAX 15.8% 12.4% 4.0% 11.1% 10.9% 9.8% 20.0% 12.9% 2.7% 0.1% 22.1% 12.1% 11.7% 21.1% 15.4% 6.2% 14.9% 13.2% 12.2% 20.2% 17.8% 7.5% 4.5% 34.7% 23.1% 16.8% 12.6% 12.4% 10.0%

CH - Switzerland CZ - Czech Republic D - Germany DK - Denmark E - Spain F - France FIN - Finland/Baltics GB - Great Britain GR - Greece H - Hungary I - Italy IRL - Ireland N - Norway NL - Netherlands P - Portugal PL - Poland S - Sweden RUS - Russia TR - Turkey RO - Romania EUROPE 22 EDM

1. VW Golf 2. Ford Focus 3. GM Astra 1. Nissan Qashqai 2. VW Tiguan 6. Ford Kuga 1. Renault Scnic 2. Ford C-MAX 3. VW Touran 1. 2. 5. 7. VW Passat Skoda Octavia Ford Mondeo Ford S-MAX

1. VW Sharan 2. Ford Galaxy 3. Seat Alhambra 1. Ford Transit 2. VW Transporter 3. Fiat Ducato

Market snapshot

Ford of Europe is responsible for a total of 50 markets, as well as the Middle East and Africa. In addition to the 22 markets shown above, there are 28 European Direct Markets. Here is a snapshot of one:

Malta

2011 Total Industry: 6,574 units 2011 Ford retail: 764 units 2011 Ford share: 11.6%

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Sales

SaleS Comment

Better channel mix is improving the quality of our market share

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

as our flow of new products strengthens, a major opportunity opens up for us to improve the quality of our sales and share, and hence our profitability. It is all to do with the freshness of our range, because the average age of a model line-up is one of the most important factors governing sales performance and pricing. Next year, as we deliver on our Go Further new product promise, the average age of our model line-up will reduce from 3.4 years to 2.6 years for cars and 8.4 to 5.4 years for commercial vehicles. Such significant improvements are important, because they allow us to achieve our goal of a better quality of sales. Within our industry, there are four types of sale: retail, fleet, rental and demonstrators/ self-registrations. Of those four channels, retail and fleet sales tend to require lower discounts and allow manufacturers to retain a better margin, in the order of 5-10%. For that reason, all brands want as many retail/fleet sales as possible, or to use the phrase commonly used, achieve the best channel mix. With our surge in new products enhancing the freshness of our range, we have a great opportunity to improve our channel mix. Indeed, next year, while our market

share target will be similar to this year, at eight per cent, we will improve our retail/ fleet business by one per cent of share. That will have a very positive effect on our margins and earnings. By improving the quality of our share in this way we are also increasing our residual values. That makes our models more desirable and strengthens our brand. Consumers benefit, too, as lease payments, which are based on residual values, are reduced. In todays market, quality of share is at least as important as total share. We will, therefore, focus first on getting our channel mix right, which in turn gets us in the virtuous circle, allowing us to then grow overall share profitably. Indeed, we are already starting to see improvement. In October, we achieved an average retail increase equivalent to half-a-point of share. That was supported, in part, by an outstanding first month of B-MAX, which oversold by 1,000 units. In taking these actions we are mirroring the US Better Plan, introduced five years ago, which improved dramatically Fords quality of share in that market. By following that proven route, we are laying the

foundation for a more successful future here in Europe. FCSd-e October sales came in at $229m up $4.5m versus the October objective. On a year-todate basis sales volumes are down $359m versus prior year. Rest-of-year plans are in place in all markets with a continued focus on additional sales support actions to stimulate consumer demand and workshop traffic. FCSD-E achieved 696,000 Ford Protect new contract sales YTD October, 31,000 better than in 2011. Service Activated Roadside Assistance contracts totalled 184,000 in September. On a year-to-date basis more than 1,247,000 contracts have been registered, compared with YTD October 2011, when 553,000 were registered. Compared with last year, SARA registrations are up 125 per cent (or 694,000). Customer satisfaction progress continues steadily with record scores for both sales and service satisfaction.

@Ford Europe December 2012/January 2013

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Feature

Sunroof
gReen eneRgY
fords huge european parts and distribution Centre in merkenich, Germany, now has a vast bank of solar panels fitted on its roof. The panels generate enough electricity to power 370 homes, producing 1,100 megawatt hours per year, and reducing annual CO2 production by 550 tonnes. RheinEnergie, a local energy provider that installed the solar panels, will offer customers of the new Focus Electric the opportunity to buy this green energy, helping drivers to maximise the environmental benefits. This is further evidence of our commitment to CO2 reduction and the environment and the first time that green energy produced on Ford land can directly benefit its customers, said Klaus Linden, supervisor, Energy Pur-

Energy investment helps drive Focus Electric

chase, Ford of Europe. Our aim, ultimately, is to establish an entirely carbon-neutral facility in Europe. Bernhard Mattes, chairman, Ford of Germany, commented: By hosting the solar panels Ford is enabling Focus Electric drivers to buy a zero-emissions car running on electricity from a zeroemissions source. Were stepping into new vehicle markets as well as working with partners to give customers the support they need to make that that choice. Ford will announce further cooperation with energy providers in other countries closer to the launch of the Focus Electric in Europe. Uwe Schneberg, head of sales at RheinEnergie, said: We are delighted to work with Ford, as a local energy provider we have a special climate protection responsibility and Ford is a company that is very aware of climate issues. The new solar panel installation is a further step towards the use of more renewable sources. Ford already uses green energy at its Cologne sites, including electricity from three hydro-power plants in Norway and Sweden, while all Ford buildings in Cologne are heated by steam power provided by RheinEnergie. Combined, these measures reduce annual CO2 emissions by 190,000 tonnes.

the new solar panel installation is a further step towards the use of more renewable sources.
Uwe Schneberg, head of sales at RheinEnergie

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@Ford Europe December 2012 /January 2013

Moment@Ford

Winter wonderland New Kuga tests in Northern Lapland as temperatures plummet to -40C