Ford Motor Company

Ford Motor Company

Ford Motor Company is the world\'s largest producer of trucks, and the second
largest producer of cars and trucks combined. Ford has manufacturing, assembly
or sales affiliates in 34 countries and Ford companies employed 337,800 people
world-wide in 1996.

Ford has manufacturing facilities in 22 countries on 5 continents, with 87
plants in North America and 41 in Europe. In Europe, in 1995, Ford\'s combined
vehicle market share, at 12.2%, was the highest for eleven years, with three of
the eight best-selling cars. In 1995, in the United States, five of the ten top-
selling vehicles were Ford, including the best-selling car (Ford Taurus) and
best-selling truck (F-series).

On January 1, 1995, Ford merged its North American Automotive Operations and its
European Automotive Operations into a single organization, Ford Automotive
Operations. Instead of being organized by geographic regions, the Company is now
realigned by product line, with five Vehicle Centers, each responsible for one
group of products worldwide. At the same time, Ford is reducing the time taken
to develop a new vehicle from 48 to 24 months and reducing engines,
transmissions, and basic vehicle platforms by 30% worldwide. Ford hopes that by
pooling global skills and resources will result in more variations on each
vehicle platform, increasing the number of vehicles introduced over the next
five years by 50%.

One of the key strategies behind the realignment has been growth. Ford has
launched a variety of new initiatives throughout the world, with joint ventures
for the assembly of vehicles in countries as diverse as China, India, Thailand
and Vietnam. In China, Ford expects to begin production of light trucks with a
company named Jiangling Motors in the near future. In India, Mahindra Ford India
Ltd. will begin manufacture and distribution of Ford products, beginning with
the Ford Escort, in mid-1996 and Fiesta in 1998. In Thailand, Ford has a joint
venture to produce pick-up trucks and in Vietnam, Ford plans to build a vehicle
assembly plant at Hanoi, together with partners Song Cong Diesel. In Poland, the
Plonsk plant has begun to build Escorts and Transits.

Joint ventures are establishing a presence for Ford all over the globe. Ford is
working with two companies in Korea, one to supply automotive air conditioning
units and the second as a new joint venture to produce electronic components
later this year. In addition to the 20% of Jiangling Motors, China, acquired by
Ford in 1995, four further manufacturing joint ventures in China have been set
up to produce radiators, glass, plastic and electronic components. Ford has also
acquired a 45% equity in South African company, Samcor, for the assembly of Ford

The sale of Ford vehicles in markets all over the world carries the Ford badge
into more places than ever before. The European Mondeo is currently on sale in
52 countries, with sister cars, the US Ford Contour and Mercury Mystique,
bringing the total up to 78. (Ford Fiesta is currently on sale in 42 world

Ford Motor Company was founded in 1903 and within ten years had vehicles on sale
throughout Europe, South America and Asia. The Company\'s first European sales
branch was opened in France in 1908 and the first regional company and assembly
plant outside North America were established in Britain in 1911. Ford of Europe
Incorporated was established in 1967, bringing together the various nations
within Europe as one organization - an important step towards the single
worldwide organization that Ford will have become by the turn of the century.

The Ford Taurus has proven to be one of Ford\'s most successful models. It has
been the car of choice for those who want functional, affordable and stylish
transportation. The Taurus SHO also offers performance for those who seek extra
driving excitement from their sedan. The Taurus has a heritage of staying at
the sales forefront by meeting the needs of family-oriented customers.

Advertisement #1

This advertisement was found in Smart Money magazine. Smart Money is "The Wall
Street Journal of Personal Business". It is targeted at individuals who seek
financial security and/or financial independence. Many of the articles in this
magazine are on the subject of money management (i.e., car buying/leasing tips)
and investment opportunities. The average reader of this magazine pays close
attention to their monetary affairs and look for good buys and quality products.
Ford used this article to appeal to these readers emotional and rational buying

This Ford advertisement message is "Quality Service" which is designed to appeal
to the readers rational buying behaviors. Consumers not only want a quality
vehicles, but need to be assured they can receive quality care and service for
their car.