1

PROJECT REPORT ON

SUMBITTED BY: -

SUBMITTED TO: -

SMRITI POPLI
BBA (A) (GEN.) (3RD SEM.)
2007-2010

Mr. NITIN WALIA

GURU GOBIND SINGH INDRAPRASTHA

UNIVERSITY

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES

CERTIFICATE

THIS IS TO CERTIFY THAT SMRITI POPLI ROLL NO. 0621471707 IS A

BONAFIDE STUDENT OF THIS INSTITUTE PURSUING BBA FULL
TIME PROGRAMME OF THREE YEARS DURATION, WHICH IS IN
AFFILIATION WITH GGS INDRAPRASTHA UNIVERSITY AND HAS
UNDERTAKEN A MINOR

PROJECT

ON

FORD,

IN

PARTIAL

FULFILLMENT OF BBA DEGREE, AS REQUIRED UNDER THE RULES

OF THE UNIVERSITY.

MR. NITIN WALIA

FACULTY
MAIMS
3

Acknowledgement

With an overwhelming sense of gratitude, I acknowledge the valuable

guidance and consistent encouragement extended to me by our knowledgeable
faculty members with whose guidance I am able to accomplish this endeavor.
Their technical acumen and years of experience have provided me with
crucial inputs at critical stage.
I am especially grateful to Dr. N.K. Kakkar (Director, Maharaja Agrasen
Institute Of management Studies) for his alacrity to provide all the necessary
facilities, which helped me in accomplishing the task assigned.
I also want to thank my project guide Mr. Nitin Walia who motivated and
encouraged me in completing my Project on time.
SMRITI POPLI

PREFACE

The project was undertaken to study the Ford motors in reference to

one of the services provided by it. Various theory and practical
aspects were studied in regard to this project. The Project tries to
highlight the role of Ford motors in todays telecom industry. Various
parameters were analyzed to know the current status of the Ford
motors and the various products provided by it.

CONTENTS
INTRODUCTION
HISTORY OF FORD
FORD PARTNERS
HENRY FORD AND FAMILY
LEADERS OF FORD COMPANY
COUNTRIES IN WHICH FORD OPERATES
VEHICLE BRANDS: o FORD
o LINCOLN
o MERCURY
o MAZDA
o VOLVO
o JAGUAR
o LAND-ROVER
o ASTON MARTIN
AUTOMOTIVE SERVICE OF FORD BRANDS: 6

o FORD CREDIT
o QUALITY CARE
o MOTORCRAFT
o HERTZ

PRINCIPLES OF FORD
PERCPECTIVE OF FORD
ACTIONS OF FORD
INNOVATION: o SAFETY
o ENGINE & FUEL TECHNOLOGY
o DESIGN
FORD IN INDIA
MANUFACTURING PROCESS OF FORD IN INDIA
PRODUCTION FACILITY IN INDIA
AFFLIATES (FORD CREDIT IN INDIA)
MARKET SHARE OF FORD IKON IN INDIA
VARIOUS MODELS OF FORD IKON IN INDIA
7

 J.D POWER AWARD

INTRODUCTION

Ford Motor Company entered the business world on June 16, 1903, by Henry Ford
and 11 business associates signed the company's articles of incorporation, with
$28,000 in cash. Henry Ford's insisted that the company's future lay in the production
of affordable cars for a mass market. In 1908, the first model of ford (model T) was
introduced, since then company has evolved as one of the best manufacturing
concern globally in all segments.

Today company has 8 vehicle brands namely Ford, Lincoln, Mercury, Mazda, Volvo,
Jaguar, Land Rover, Aston Martin, which operates in round about 90 countries all
over the world.

10

HISTORY OF FORD

The Dream Becomes a Business

Ford Motor Company entered the business world on June 16, 1903, when Henry Ford
and 11 business associates signed the company's articles of incorporation. With
$28,000 in cash, the pioneering industrialists gave birth to what was to become one of
the world's largest corporations. Few companies are as closely identified with the
history and development of industry and society throughout the 20th century as Ford
Motor Company.
As with most great enterprises, Ford Motor Company's beginnings were modest. The
company had anxious moments in its infancy. The earliest record of a shipment is July
20, 1903, approximately one month after incorporation, to a Detroit physician. With
the company's first sale came hopea young Ford Motor Company had taken its first
steps.

Mass Production on the Line

Perhaps Ford Motor Company's single greatest contribution to automotive
manufacturing was the moving assembly line. First implemented at the Highland Park
11

plant (in Michigan, US) in 1913, the new technique allowed individual workers to
stay in one place and perform the same task repeatedly on multiple vehicles that
passed by them. The line proved tremendously efficient, helping the company far
surpasses the production levels of their competitorsand making the vehicles more
affordable.

12

13

14

15

16

Ideas into Business

Ford Motor Company was founded on June 16, 1903. The first Ford,
the Model A, was being sold in Detroit a few months later. When
founded, Ford Motor Company was just one of 15 car manufacturers in
Michigan and 88 in the US. But as it began to turn a profit within its
first few months, it became clear that Henry Ford's vision for the
automotive industry was going to work, and work in a big way. During
the first five years of Ford Motor Company's existence, Henry Ford, as
chief engineer and later as president, directed a development and
production program that started in a converted wagon shop
Henry Ford's insistence that the company's future lay in the production
of affordable cars for a mass market caused increasing friction between
Him and the other investors. As some left, Ford acquired enough stock
to increase his own holdings to 58.5 percent.

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

Jaguar
Elegant, Sensuous, Refined
Over the decades, Jaguar has introduced a number of vehicles that have become
legendary for their beauty, design, and comfort as well as the pure driving thrills
they offer. Jaguar's three most influential vehicle

Types-premium sedans such as the XJ series, the sports car, and the sports sedanhave evolved over the years and exemplify how the traditions the company began
years ago are still very much alive today.
Brief History
Jaguar founder William Lyons began by producing "Swallow"
Motorcycle sidecars not long after his 21st birthday in 1922. By
1945 he advanced to building new cars with high performance engines: these
were the first Jaguars.
From early on, Jaguar's success derived from its vehicles' style and elegance as
well as their excellent value for money for that level of luxury car. Advanced
engineering and superior performance made

Jaguar a sensation in the racing world. A member of Ford Motor Company's

32

family of vehicle brands since 1989, Jaguar continues to flourish in the tradition
that Sir William Lyons first defined almost 80 years ago.

At a Glance
It has787 dealers worldwide
They have round about66 markets worldwide
Their Major competitors are: BMW, DaimlerChrysler (Mercedes), Toyota
(Lexus), Porsche

Their Major customers are: Johnson & Johnson, GE, BP, Hertz, other commercial
accounts, and thousands of individuals
Its New Products/Services :
XJ Saloon

Land Rover
Adventure, Guts, Supremacy
Land Rover is a name universally identified with the definitive four-wheel-drive
vehicle. Although Land Rover is constantly enhancing and developing its products,
the history behind these unique vehicles reveals a consistency of vision - a
combination of firm values and purpose-driven design.
33

Brief History
The first Land Rover emerged from post-war Britain in 1948a brilliantly simple
and inventive work-focused vehicle made of aluminum. Brothers Spencer and
Maurice Wilks, working for the British car company Rover, created a new vehicle
that combined utilitarian simplicity with rugged, dependable quality.
Today, Land Rover is the only company to manufacture permanent all-wheel-drive
vehicles exclusively. This focus is perhaps one reason why Land Rover's values
Adventure, Guts, and Supremacyshine through in its vehicles so clearly.
Today it is sold in more than 140 countries; Land Rover has traveled from a basic
utilitarian product in 1948 to today's automotive icon. Few products can match the
recognition and respect accorded to Land Rover vehicles. But perhaps the ultimate
endorsement of Land Rover values comes from the vehicles themselves: an incredible
three quarters of all Land Rovers ever to be manufactured are still in use today.

At a Glance
It has 1,808 dealers worldwide
They have round about120 markets worldwide
Their Major competitors are: General Motor DaimlerChrysler Toyota, Nissan, BMW
Their Major customers are: Enterprise Rent-A-Car, Hertz, BP, and thousands of
individuals
Its New Products/Services;
. Range rover

34

Aston Martin
Passion, Performance, Achievement
Aston Martin is the marque for motoring enthusiasts. Its cars have never been
created as simply transportation, but as driving machines with character and soul.

Brief History
Founders Lionel Martin and Robert Bam ford built their first car in 1914 and all
those that have followed them at Aston Martin share a common belief-that sports
cars should be built to the highest standards, enjoy a distinctive, individual
character, and above all, be exhilarating to drive and own.
With the early years characterized by outstanding individual
Achievement and the spirit of pioneering endeavor, the post-war years culminated
in racing success at the highest level and the translation of those experiences into
production of some of the most beautiful road cars ever built.
Today, the name of Aston Martin and the ideals it stands for are bigger than the
mere machinations of business and that reputation is now more secure than ever.

At a Glance
It has 100 dealers worldwide
Their Major competitors are: Lamborghini, Ferrari, Porsche
Its New Products/Services:
35

AMV8 Vantage Concept

DB AR1

36

Automotive Service of ford Brands

37

Ford Credit

Quality Care

Motor craft

Hertz

Ford Credit
Trustworthy, Expert, Convenient
Ford Motor Credit Company, the world's largest automotive finance company, is a
wholly owned subsidiary of Ford Motor Company. Now in its 43rd year, Ford Credit
provides vehicle financing to more than 10 million customers and more than 11,500
Ford, Lincoln, and Mercury automotive dealers.

Brief History
Ford Motor Credit Company traces its roots to 1923, when Henry Ford, unwilling to
encourage consumer borrowing, experimented with a layaway plan to spur sales of
the $265 Model T.

Quality Care
Reliable, Courteous, Service
Its Quality Care offers the reliability of factory-trained maintenance and
repairs, conveniently available through Ford, Lincoln, and Mercury
dealerships-assuring superior knowledge of your vehicle.
38

Brief History
The Quality Care brand was born in 1991 out of Ford Motor
Company's growing recognition of the significance of automotive
services and the "after sales" market, both as its own industry and as
support for the product sector.

Today, as part of Ford Motor Company's Automotive Consumer Services Group,

Quality Care serves owners of Ford, Lincoln, and Mercury vehicles at thousands of
dealerships in more than 40 countries around the world. Its employees are factorytrained, ensuring their expertise in the vehicles they service.

At a Glance
Its Quality Care Service in Ford, Lincoln, and Mercury dealerships
worldwide
Its Major competitors: Pep Boys, Penske, Midas, Goodyear, Jiffy Lube,
Firestone, and Master Care
Its Major customers are: Ford, Lincoln, and Mercury owners as well as
large and small commercial accounts with fleets of Ford motor

39

Company branded vehicles

Its New Products/Services for 2002/2003: New Quality Care Service
campaign

Motor craft
Quality, Dependability, Performance
Motor craft premium parts are the preferred choice of Ford Motor
Company. From motor oil to transmission assemblies and everything in
between, Motor craft parts provide exceptional quality and fit.
Brief History
Throughout the first half of the 1900's, replacement vehicle parts were,
by and large, an afterthought for most new vehicle manufacturers.
Aftermarket parts companies produced most replacement parts available
to owners. But Ford Motor Company wanted to change all that.
Today, ford Motor craft parts are designed, engineered, and
recommended by Ford Motor Company for installation on Ford,
Lincoln, and Mercury vehicles. From motor oils to transmission
assemblies and everything in between, Motor craft parts provide
exceptional quality and fit.
40

At a Glance
It is Available in Ford, Lincoln and Mercury franchised dealerships worldwide,
Ford Authorized Distributors and select major retail accounts
Its Major competitors are: NAPA, Dana, Moog
Its Major customers are: Ford, Lincoln, and Mercury vehicles owners
Its New Products/Services:
Launch fuel pumps, chassis parts, and Super Duty friction brake part, Sponsor #21
Taurus NASCAR Racecar driven by Ricky Rudd

Hertz
Quality Rental Service
Hertz isn't just a member of the Ford Motor Company's family of brands; it's long
been a customer as well. For years, Ford Motor Company has supplied many of the
vehicles Hertz rents to its customers around the world. In fact, Ford Model T's
were the first car rented by the company that later became Hertz.

Brief History
Before becoming part of the Ford Motor Company family of brands, Hertz changed
hands many times over with a few different names. Finally in 1965, Ford Motor
Company and Hertz entered into a joint advertising agreement to promote their
41

products and services together. It was the first step in a relationship that came to
fruition in 1994, when Ford Motor Company purchased all outstanding shares in
the Hertz Corporation.

At a Glance
Hertz and its affiliates, associates and independent licensees operate what the
company believes is the largest worldwide general used car rental brand, based
upon revenues, and one of the largest industrial and construction equipment rental
businesses in North America, based upon revenues
It has Operations in more than 150 countries and jurisdictions
It has Approximately 7,000 worldwide locations
It has More than 11 million customers
Its Major competitors are: Alamo, Avis, Budget, Dollar, Thrifty, Enterprise Rent-ACar, Europcar and National
Its Major customers are: Commercial accounts including numerous Fortune 500
companies, as well as millions of individual customers worldwide
Its New Products/Services for 2002/2003: Expanded to over 800 off-airport
locations in the U.S., introduced Sirius satellite radio in select U.S. markets,
introduced a redesigned website, introduced Hertz Prestige Collection in Europe,
began car rental operations in China

42

43

44

PERCPECTIVE OF FORD

Corporate citizenship is a critical part of ford business at present as well as in future.

Their focus has expanded from philanthropy and community involvement to a broader
look at how they use their resources to create sustainable growth and a better world. We
invite you to explore this section, which provides the perspective of their CEO and
outlines who they are and how they are integrating sustainability their business
processes.
Ford has worked with our stakeholders to develop their Business Principles, identify
and address strategic priorities and begin to develop new approaches on significant
issues such as climate change and human rights.

45

COMMITMENT: - Ford is committed to building great cars and trucks, and passing
along a stronger business and a better world to future generation.
ABOUT FORD: - Ford is the worlds second largest providers of cars and trucks in
terms of revenues and units sold, and one of the largest providers of automotive financial
services.
MANAGEMENT STRUCTURE: -Their board of directors and senior executive
committees within the company addresses corporate citizenship risks and opportunities.
INTEGRATING SUSTAINABILITY AT FORD: - Ford business principles provide a
framework for embedding sustainability into the business over time.

46

47

PRINCIPLES OF FORD

Ford Motor Company is committed to creating value for their shareholders over the
long term through the delivery of excellent automotive products and services and to
do so ethically and responsibly.
These Principles guide their decisions and actions globally. As a whole, they set the
standards by which we judge themselves and by which they hope to be judged by
others.

48

Following are some areas in which customer can find that how ford, affect, measure,
and perform: ACCOUNTABILITY: - Ford is honest and open model the highest standards of
corporate integrity.
PRODUCTS AND CUSTOMERS: - Ford will offer excellent products and services.
ENVIROMENT: - Ford has respect to the natural environment and helps preserve it
for future generation.
SAFETY: - Ford will protect the safety and health of those who make, distribute to
use their products.
COMMUNITY: - Ford respect and contribute to the communities around the world
in which we work.
FINANCIAL HEALTH: - Ford makes their decisions with proper regard to the longterm financial security of the company.

49

50

ACTIONS OF FORD

REGENRATION OF THE ROUGE: Ford business principles come to life at the ford rouge center, a model of sustainable
manufacturing for the 21 century.

FORD IN CHINA: As they invest in one of the worlds fastest growing markets, their stakeholders
expect us to respect the environment and human rights.

ADDRESSING CLIMATE CHANGE: -

Ford doesnt have all answers but

they are committed to developing solution and making progress.

IMPROVING SUV SAFETY: A prominent issue in 2002 SUV safety involves reducing rollovers and improving
compatibility.

51

52

INNOVATION
SAFETY
1.

AIR BAGS

AIR BAGS OF SECOND GENERATION

Second Generation air bags have been depowered to inflate with less force than
previous-generation air bags. The air bags are depowered by reducing the peak
inflation pressure and/or rise rate. Rise rate is the force and speed with which an air
bag inflates, which is controlled by factors such as type and amount of inflator gas,
air bag size, and the vent design in the bag itself.

2. DRIVER DISTACTION LAB

Ford Motor Company's $10 million driving simulator laboratory helps Ford researchers
study driver workload and distraction issues related to new in-vehicle electronic devices.
Ford Motor Company's $10 million driving
Simulator laboratory helps Ford researchers study driver workload and distraction issues
related to new in-vehicle electronic devices. The facility allows researchers to measure a

53

driver's ability to cope with common traffic situations while using cellular telephones,
navigation systems, and other in-car electronic equipment.

This simulator is yet another tool for Ford to better identify ways to enhance
telematics systems in vehicles and improve driver safety the simulator reduces the
amount of time required by Ford to test and develop
In-vehicle electronic telematics devices and services that customers want.

Dubbed VIRTTEX for VIRTUAL Test Track experiment, the Ford Research
Laboratory simulator allows scientists to duplicate highway driving in a safe and
controlled laboratory setting.

The first VIRTTEX study focused on the demand placed on a driver by various in-vehicle
tasks. Ford is using the simulator to discover better ways to measure the distraction
potential of human/vehicle interfaces of the future, and to establish a scientific basis for
in-vehicle electronic human-machine interface standards.
54

VIRTTEX works by using advanced computers to create a virtual driving environment.

Participants sit behind the wheel of a specially instrumented Ford Taurus bolted inside the
simulator, and drive according to the test
Instructions. During a simulated drive, researchers can measure the driver's ability to
cope with an array of traffic situations while using in-vehicle electronic equipment.
In addition to collecting vehicle data on steering, speed control, and braking, all tests will
be recorded by five in-car "lipstick" cameras set up to monitor and record the road scene
and the driver's hand, eye, and foot movement.
The simulator also provides Ford with a world-class human factors laboratory that gives
the company improved customer insight into areas related to driving dynamics, active
safety, vehicle Internet access, automotive multimedia, and power train drivability.
On-center steering maneuvers, lane changes, and slalom comparison tests can be
conducted in the simulator as part of vehicle evaluation and testing. These tests can easily
be reproduced, allowing back-to-back comparisons to be conducted more quickly.

55

Technical Look inside the Simulator

The simulator dome houses five projectorsthree for the forward view and two for the
rearthat rotate with the dome and provide a 300 degree computer-generated view of the
road. The driver can view 180 degrees in the forward direction, and 120 degrees
rearward. The images are accompanied by digital sound synthesizers that provide power
train as well as wind and road noise for an even more realistic driving environment.

3. Family Safety in Ford cars

Ford Motor Company made an impressive showing in the AAA and Parents magazine list
of vehicles that are best for families. AAA and Parents chose three vehicles in five
categories keeping safety, strollers, and juice boxes in mind: sedans, wagons, economy
vehicles, SUVs, and minivans. Their vehicles make up a third of the list, the biggest
portion of any automotive manufacturer.
AAA and Parents test drove hundreds of vehicles and installed a variety of child seats in
each one. All of the vehicles in the final cut were top performers in crash tests conducted
by the National Highway Traffic Safety Administration (NHTSA) and the Insurance
Institute for Highway Safety.
56

The Volvo V70 and the Ford Taurus wagon were named among the top three family
vehicles in the wagon category. Testers noted the dual-stage air bags and pedal extenders
in the Taurus wagon. The Volvo V70 wagon
Made the list because of its comfortable interior, room to haul kids and gear, and the
standard side-curtain air bag

Volvo V70

57

Ford Taurus Wagon

The Volvo XC90's 17 cup holders, built-in booster seat, and anti-rollover
technology impressed reviewers enough to have them name the vehicle to the SUV list.

Mazda Protege

Volvo XC90

The Ford Expedition was noted for its nine-passenger seating and off-road handling.
The Ford Windstar was rated among the best minivans. Reviewers liked the Wind stars
safety ratings.

58

Ford Expedition

Ford Winds

4. Rollover Protection
Ford Motor Company will be the first to feature rollover sensors and special curtain
rollover air bags on its sport utility vehicles during the 2001 model year.
Ford scientists and engineers have been working hard to provide its truck customers with
more potentially lifesaving features and Safety Engineering. Ford have looked at the most
threatening current driving conditions and developed new technologies to improve the
protection for our SUV drivers and their families.
During the 2001 model year, Ford will offer optional new rollover sensors and inflatable
side curtains on its SUVs. This breakthrough is made possible by the latest inflatable
curtain technologies as well as advanced sensors that measure the amount of horizontal
vehicle "roll" or tilt.
The roll information is processed by a central control module that can trigger necessary
rollover curtain bags in a fraction of a secondas quickly as 130 milliseconds.
59

The side curtain air bags will deploy through the SUV's headliner trim, helping to protect
passengers in both the front- and second-row seats.
The curtain air bags are designed to remain inflated for up to six secondsapproximately
the time it takes an average vehicle to roll over a few times. The new air bags will have
fixed attachment points at the front and rear ends of the curtain to help prevent occupants
from being thrown out of the vehicle during rollovers.
The new inflatable curtain system also will help reduce the risk of head injuries for SUV
occupants involved in side impacts

ENGINE AND FUEL TECHNOLOGY

1. Diesel Emissions System

Ford Motor Company's patented Onboard Reductant Delivery (ORD) system,

developed by Ford's Scientific Research Lab, has earned an R&D 100 Award. Also
known as "an Oscar of Invention," the award from R&D Magazine recognizes the top
new inventions in the country. Past winners include the ATM, LCD screens, anti-lock
braking syems, and the fax machine.

60

The ORD system enables exhaust treatment systems to help meet stringent future
diesel emissions standards worldwide, including the U.S. Tier 2 and European
Stage IV and V limits for smog-forming emissions. The ORD system can be
easily retrofitted onto existing diesel vehicles for approximately one-tenth of the
cost of existing retrofit systems.

The Ford ORD system is an air-assisted reductant injection system. Reductants,

or reducing agents, are required by almost all diesel after-treatment devices
dealing with oxides of nitrogen and particulate mater to enhance the efficiency
and durability of the device. Reductants can include fluids such as diesel fuel or
urea water solutions.
To be effective, these reductants must be added quickly, as well as be delivered in
precisely measured and finely dispersed quantities. In addition, the delivery system
must be able to withstand the high temperatures and harsh environment
61

surrounding the automobile exhaust system. The Ford ORD system can supply any
liquid form of reductant at any location needed for these applications.
Unlike existing reductant-delivery systems, Ford's ORD system has only three
componentsan air supply, reductant injector, and a reductant reservoir. It
provides a more than 75 percent reduction in components, cost, size, weight, noise,
and energy consumption when compared with competitor products.
The demand for diesel-powered passenger cars is rising rapidly in Europe. It may
also increase in many other markets, such as the U.S., due to mounting concerns
over fuel economy and global warming. Diesel engines are significantly more fuelefficient than gasoline engines.

2. Hydrogen Internal Combustion

The Ford Model U Concept is propelled by an internal combustion engine (ICE)
that's optimized to run on hydrogen fuel instead of gasoline. The engine is
supercharged and intercooled for maximum efficiency, power, and range. Its
emission of all pollutants, including carbon dioxide, is nearly zero, and the engine
is up to 25 percent more fuel-efficient than a typical gasoline engine.
The hydrogen ICE is a common-sense power plant that uses existing, proven
technologies to deliver the environmental benefits of a hydrogen fuel cell, but at a
fraction of the complexity and cost.
62

Because hydrogen has a very wide combustion range (from 4 to 75 percent),

hydrogen-fueled engines are able to use a wider range of air/fuel mixtures than
gasoline engines, and can be run in the fuel-efficient "lean" regime without the
complications of pre-ignition or "knock." It can reach an overall efficiency of 38
percent, which is approximately 25 percent better than a gasoline engine.
Designing a gasoline engine to burn hydrogen fuel has typically resulted in
significantly lower power outputuntil now. Ford researchers have shown that
with supercharging, the hydrogen ICE can deliver the same power as its gasoline
counterpart and still provide near-zero-emissions performance and high fuel
economy. The centrifugal-type supercharger provides nearly 15 pounds per square
inch (psi) of boost on demand.
Also, Model U uses a novel dual-stage intercooling process. After leaving the
supercharger, the intake air passes through a conventional air-to-air intercooler,
63

then through an air conditioning-to-air intercooler for a further reduction in

temperature.

3. Modular Hybrid Transmission

The hydrogen internal combustion engine (ICE) in the Ford Model U concept is
joined with an advanced hybrid electric transmission technology called the Ford
Modular Hybrid Transmission System (MHTS).
The hybrid system is known as a "parallel" arrangement, which means that the
Model U can operate on either the hydrogen ICE engine or electric motor, or both
for extra power.
A regenerative braking function reclaims energy that would otherwise be lost as
heat, storing it in the 300-volt, air-cooled battery pack for the next acceleration,
passing maneuver, or hill climb.
When the driver comes to rest at a traffic light, the engine can automatically be
switched off to save fuel. When the accelerator is applied, the electric motor
instantly starts the engine, the clutch to the transmission engages, and the vehicle
begins to pull away, all within 300 milliseconds.
MHTS provides significant increased fuel efficiency while delivering familiar
performance and drive characteristics. The technology is designed with minimal
effect on the base transmission so as to reduce complexity and cost compared to
other hybrid systems. Ford Motor Company has obtained patents on various
64

aspects of the MHTS system.

4. Intelligent Architecture
Ford Motor Company's Research Lab, working together with key partners in the
computer industry, developed the advanced technology to make use of the
information and services already available to customers who own a PDA, cellular
phone, and other devices. These technologies offer a rich set of features to the
consumer. Moreover, drivers have the safety and ease of giving commands through
both a voice-based and touch-screen system.

Applications demonstrated include:Personalization This will allow drivers to bring their personal information
into their vehicle through a PDA, or other storage device.
Personal Information Management This service connects to the
consumer's PDA and makes the information it contains available to other systems
in the vehicle.
Bluetooth Technology This will give drivers hands-free access to their
PDA, cell phone, and other devices.
Real-time Navigation This will provide customers with features such as
accident notifications on a travel route, service reminders, and e-coupons sent to
the graphic on their instrument panel.
Diagnostics This system provides an interface to the various modules that
control a vehicle. It will enable the vehicle to connect to an on-line diagnostics
65

center.
Software-based MP3 Player It will present stored play lists to the driver and
allow song selection and volume adjustment by voice command.

5. Voice Recognition
With the Model U concept, Ford is bringing voice recognition technology to an
amazing new level. Advanced conversational speech interface technology
simplifies the control of many functions by allowing you to have a normal dialogue
with your vehicle. A text-to-speech system is used, but it sounds like a real person
rather than a robot. Specific commands don't have to be memorized. The voice
system controls navigation, phone, entertainment, climate control, the retractable
roof, and personalization preferences.

Conversational speech interface allows you to use everyday language and flexible voice comman

ambiguity in what a driver or passenger is asking for, the system will ask for more information in

For example, if an occupant asks the Model U to "Call Steve Smith," and the system finds severa
in the address book, it will list them and ask which one should be dialed.

66

For climate control, the driver or front passenger can ask the Model U for different temperatu

locations, such as the defrost setting.

The conversational speech interface has a vocabulary of over 50,000 words so far, and speaks on
Model U's system can be used to configure different drivers' personalized settingsincluding th

style of the visual interface, and even favorite music.

The Bluetooth technology enabling the system to work is located within the controls of the M

Bluetooth - enabled cellular phone or PDA, provided the device is turned on and is located some

6. Green Materials
The Ford Model U Concept is a realistic approach to the future, guided by a
powerful, positive vision. It follows the traditions of the Model T by being
designed for the masses and addressing social issues, specifically environmental
concerns. The Model U represents how using and producing personal
transportation can have a positive effect on the planet instead of simply minimizing
negative effects.

67

The Model U is helping encourage development of materials that are safe to

produce, use, and recycle over and over again in a cradle-to-cradle cycle.
These materials never become waste, but instead are nutrients that either feed
healthy soil or the manufacturing processes without moving down the value
chain.

Eco-effective polyester is the fabric designed by Milliken and Co. to be a

technical nutrient. It can be recycled into base elements and reprocessed into
material fiber again and again without losing any performance qualities, and it
is made from healthy substances. This polyester is used inside the Model U on
its seats, dash, steering wheel, headrests, door trim, and armrests.
The Model U also uses a potential "biological nutrient" made to safely return to the
Soil to feed the next generation of resource growth called polylactide or PLA. The
fabric has the comfort and feel of natural fibers while having the performance and
Easy care of synthetics that are petroleum based.
68

7. Fuel Cells
As a result, ford has taken a leadership role in moving fuel cell technology from the
laboratory into vehicles on the road. Ford's P2000 and Focus FCV fuel cell electric
vehicles are powered by hydrogen, the earth's cleanest, most abundant fuelan
infinitely sustainable energy source. Fuel cell vehicles offer the same safety,
performance, and ease of use as today's combustion vehicles.
DESIGN
Ford Motor Company has been leading the automotive industry in design innovation for
100 years. From the Model T to the GT, we're constantly striving to narrow the gap
between concept and production.

DESIGNERS

Camilo Pardo, Chief Designer, Living Legends Studios

J Mays, Vice President of Global Design

69

Joseph Baker, Chief Designer of the 427 is redefining the word

"sedan".

70

FORD IN INDIA

71

Ford has invested heavily in India, with a Rs. 1700 crores

integrated manufacturing plant at Maraimalai Nagar, equipped
with state-of-the-art Ford technology and employing 1,000
people. However as much as it cares about giving you the finest in
automobiles, it also cares about the world it live in. ford is
committed to making a difference - for us and for future
generations.

72

MANUFACTURING PROCESS OF FORD

73

IN INDIA
Ford is a 6-Sigma company.
Each and Every step of every process is planned to perfection.

STAMPING

1.

There are round about 29 major body panels created here

Its Semi-automatic press line moulds blank sheets into various body
parts
Thorough checks for perfection in dimensions and surface quality.
2.

BODYSHOP
Than Bare body parts come together
Its Entire shell checked with military precision for dimensions
Subjected to stresses to check quality of welding

3.

PAINT SHOP
11-stage pre-treatment and 6-stage electro coat process
74

 Its Cutting-edge technology creates a finish that's unaffected by

rain or sunshine
Painting so complete that even underside gets full PVC coating
for corrosion protection
Baking done to Ford's global paint specifications

TCF

4.

Breathing life into Ford cars

Interiors taken care of, before doors and seats come on in Trim
zone
In Chassis area, professionals use high power tools to fit in engine,
front suspension, bumpers etc.
Once nuts and bolts are tightened to perfection, the car gets its
wheels
Rolls into final line for remaining parts and filling of fluids

5.

QUALITY TESTING
Not even the smallest concern gets past the Quality Control Team Its

Stringent testing ensures every car is at its best, even in trying

75

conditions.

76

PRODUCTION FACILITY IN
77

INDIA
THE PLANT EQUIPPED WITH ADVANCE MANUFACTURING
TECHNOLOGY FROM FORD, IT ALMOST COVERS 350 ACERS ,IT
ALSO PROVIDES EMPLOYMENT TO 22,000 PEOPLE AND HAS A
CAPACITY TO MANUFACTURE UP TO 1,00,000 VEHICLES PER
ANNUM.

78

AFFILIATES

Ford Credit India

79

Ford

Credit

is

the

finance

arm

of

Ford

Motor

Company.

With operations in over 36 countries and over US $ 145 billion in assets, Ford Credit
is the largest dedicated automotive finance company in the world. It services over
11,400 dealers and 8.5 million customers worldwide. Today, Ford Credit finances a
vehicle somewhere in the world on an average of every seven seconds. With attractive
and

innovative

financial

products,

Ford

Credit

India

has, over the last three years, financed more than one in three Ford vehicles seen on
Indian roads.

80

MARKET SHARE OF FORD IKON IN INDIA

Ford India is significantly increasing its presence in the Indian market by setting up fully
integrated sales and service outlets across the country to offer a wide range of auto
services to customers.
Ford India has crossed the 40,000 milestone with total sales of 42,002 Ford IKONs since
81

launch. In May 2001, Ford India recorded sales of 3475 Ford IKONs, including 1495 cars
sold in the domestic market and exports of 1980 Ford IKON CKDs. The May 2001 sales
reflect a robust growth of 105 per cent over May 2000 sales.
In the calendar year 2001, Ford India has registered sales of 17, 560 Ford IKONs,
including domestic sales of 7980 Ford IKONs and export of 9,580 Ford IKON CKDs.
The Ford IKON's market share has leaped to 25 percent in the midsize segment. Ford
India is well on its way to achieve the annual sales target of 40,000 Ford IKONs for the
year 2001.

82

VARIOUS MODELS OF
FORD IKON IN INDIA

83

Ford Escort 1.6 Zetec: - Petrol, Power assisted steering.

Ford Ikon 1.3 Clxi PS: - Petrol, Euro 2, Power Steering.

Ford Ikon 1.3 Exi: - Petrol, Euro 2 *.

Ford Ikon 1.6 Zxi :- Petrol, Euro 2 *.

Ford Ikon 1.8 Zxi: - Diesel, Euro 2, Fully Loaded.

84

85

FORD WIN J.D POWER AWARD

AGAIN

86

Once again the josh machine has set the standards in its categories. The
ford Ikon ranked the BEST ENTRY MIDSIZE CAR in J.D power Asia
pacific 2001 India initial quality study.
And the people who ranked the ford Ikon no. 1 were the people most
qualified to judge.

87

88

BIBLIOGRAPHY
ZigWheels.com/FordCars
www.autoindia.com
www.DriveInside.com
www.ford.com

89

90

Conclusion

91

92

93

LIMITATIONS OF STUDY
The study faced some limitations which made it difficult to rely
on the information extracted.
Some of the constraints are as follows:
1. TIME CONSTRAINT:-The time available for the study was limited
because of which the information available might not be complete in all
sense.

2. KNOWLEDGE CONSTRAINT:-There was a lack of proper

knowledge about the subject and the company under study, therefore,
there might be some information missing.

MARKETING STRATEGIES OF FORD

Product differentiation based on operational efficiency:
FORD EXCELLING THROUGH SERVICE: Ford tries to differentiate its offer on the
plank of service. It has gone in for a new norm in customer service: fix it rightthe first time-on time. Ford is also supplying videotapes showing how repairs
have to be done.

Adopting Offer to Suit Target Segment:

94

Ford modifies its models for India:

Ford modified its models for the Indian target segments as shown below:
Higher ground clearance to make the car more compatible to the rougher road
surface in
India.
Stiffer rear springs to enable negotiating the ubiquitous patholes on Indian
roads.
Changes in cooling requirement, with greater airflow to the rear.
Higher resistance to dust.
Compatibility of engine with the quality of fuel available in India.
Location of horn buttons on the steering vehicles. (As the India motorist uses the
horn more frequently, for cars sold in India, the horn buttons are kept on the
steering wheel and not on a lever on the side as in the models sold in Europe.)

Strategic segmentation of cars:

The Ford in India has launched the car only for few segment of people.
The segmentation of car buyers based on price preferences are:
Family car segment: These cars form a reasonably sizeable segment of the
market (around 15 percent). Preferred price range is from 5 lakh to 6 lakh.
FORD IKON AND FORD FUSION come under this type of segment.
Premium car segment: This segment represents buyers who need a real worldclass car
and are willing to pay the due price.
Preferred price range starts from 8 lakh to 12 lakh.
FORD FIESTA, FORD MONDEO come under this segment of cars.
SUV segment: The buyers of this segment like to have a big vehicles.
And these cars are also useful for sport riding and even on hill areas. There body is
designed similar to off-road vehicles, which can withstand to Indian roads. FORD
ENDEAVOUR occupies this segment.

Strategic Promotions by FORD:

Ford follows the promotions at two levels, they a
1) Promotions of product directly by the manufacturer.
2) Promotions at dealer level.

95

In the first step the products of vehicles manufactured by the Ford Automotives are
directly promoted by the manufacturer by himself. He follows many promotional
strategies like
1. Advertising through television and newspaper.
2. Internet or interactive marketing.
3. Direct marketing.

Strategic segmentation of cars:

The Ford in India has launched the car only for few segment of people.
The segmentation of car buyers based on price preferences are
Family car segment: These cars forms a reasonably sizeable segment of the
market (around 15 percent).
Preferred price range is from 5 lakh to 6 lakh.
FORD IKON AND FORD FUSION come under this type of segment.
Premium car segment: This segment represents buyers who need a real worldclass car and are willing to pay the due price.
Preferred price range starts from 8 lakh to 12 lakh.
FORD FIESTA, FORD MONDEO come under this segment of cars.
SUV segment: The buyers of this segment like to have a big vehicles.
And these cars are also useful for sport riding and even on hill areas. There body is
designed similar to offroad vehicles, which can withstand to Indian roads.
FORD ENDEAVOUR occupies this segment.

Strategic Promotions by FORD:

Ford follows the promotions at two levels, they a
1) Promotions of product directly by the manufacturer.
2) Promotions at dealer level.
In the first step the products of vehicles manufactured by the Ford Automotives are
directly promoted by the manufacturer by himself. He follows many promotional
strategies like
1. Advertising through television and newspaper.
2. Internet or interactive marketing.
3. Direct marketing.

Relationship Marketing:
Fortune Ford pays a special attention towards its old customers. To retain the old
and existing customers it conducts a corporate meet at a luxurious hotel. The
event aims at knowing the problems of the customers regarding the vehicles and
also service feedback.
In this way it maintains an effective relationship with the customers and gains the
reputation and goodwill in the minds of the customers.
96

Sales Promotion:
The sales promotion is done in the fortune ford at three levels:
1. Showroom sales:In this the customers walk in to the showrooms to know about
the details of the product. Specially trained sales executives who are present in the
showrooms give a detailed explanation about the product to the customers. Sales
executives give a detailed note on the products features, various offers given by
the manufacturer and also by the dealer to the customer and enhances the sales
of the vehicles.
2. Corporate sales: A special team of sales executives are sent to some big
corporate sectors and there they personally meet the heads of the organizations
like C.E.Os, Managersetc., and explain about the vehicles and the offers and
special schemes provided by the dealer to them on bulk purchase of the vehicles
and try to promote the sales of the vehicles.
3. Field sales: The sales executives conduct some events with the corporate
working people and try to demonstrate the product features and its benefits and
try to promote the product and increase its sales.

Conducting Customer Delight Program:

This is a unique program conducted by the Fortune Ford. This is a program
conducted to retain the old customers of the Ford. The old customers of the
Fortune Ford are meetpersonally and they are requested to give their feedback by
filling in the questionnaire which is specially prepared for them. In this
questionnaire their problems Service needs are courteously identified, accurately
recorded on the repair order and verified with the customer.
The vehicle is serviced right on the first visit.
The vehicle is ready on the agreed upon time.
A through explanation of work done, warranty coverage and charges is given to
the customer.
All service repair work will be followed up within five working days.
Each vehicle will be washed before being returned to the customer.

3.

97