Taking Charge – Ford’s Electrification Plans Get a Boost

To hear Nancy Gioia, Ford’s director of Global Electrification, talk about Ford’s electric and hybrid vehicle plans click here.

Ford Motor Company is intensifying its focus on global electrification with the creation of a new position to lead the planning and strategy for Ford’s future electric vehicle portfolio.

Nancy Gioia, formerly Ford’s director of Sustainable Mobility Technology and Hybrid Vehicle Programs, North America, has been named director of Ford Global Electrification.

Charging forward
In her new position, Gioia will direct strategy and planning for Ford’s global electric vehicle portfolio, touching all aspects of electrified transportation, including product planning, supplier partnerships and collaboration with the energy industry and government.

Ford’s has announced plans to develop three distinct types of electrified vehicles – hybrid electric vehicles, plug-in hybrid electric vehicles and pure battery electric vehicles. They include:

• Battery electric Transit Connect commercial van in 2010
• Battery electric Focus passenger car in 2011
• Next-generation hybrid vehicle in 2012
• Plug-in hybrid in 2012

Ford’s electrification strategy is consistent with its commitment to deliver affordable fuel efficient technology to millions of customers. The company is poised to take advantage of rapid advancements in electrified vehicle technology – particularly lithium-ion batteries – while leveraging the scale of global vehicle platforms to ultimately reduce the cost of new electric vehicles.

Global fleet testing under way
The globalization of Ford’s electrification strategy is well under way, with test fleets on both sides of the Atlantic. At the recent Frankfurt Motor Show, Ford of Europe revealed the first of a fleet of battery electric vehicle prototypes based on the Ford Focus, and specially developed to participate in the U.K. government’s “Ultra-Low Carbon Vehicles” demonstration initiative next year. The research program aims to test the technology’s suitability for potential future application in Ford’s European passenger car range.

A consortium of Ford, Scottish and Southern Energy and Strathclyde University will use the fleet of 15 prototype Ford Focus BEVs and a charging infrastructure in and around the London Borough of Hillingdon starting in early 2010.

The Focus BEV prototype is based on the current European Ford Focus and will use a new all-electric powertrain, developed with Ford supplier partner Magna. This technology is based on that being developed for Ford’s new-generation C-sized global vehicle architecture that will be launched in North America in 2011.

In North America, Ford and its energy industry partners continue to collaborate on the connectivity issue between electric vehicles and the electric grid. Over the past two years, Ford and its utility partners have logged more than 75,000 miles on a test fleet of plug-in Escape Hybrids. Plug-in hybrid research focuses on four primary areas: battery technology, vehicle systems, customer usage and grid infrastructure.

In addition, Ford has developed an intelligent vehicle-to-grid communications and control system for its plug-in hybrid electric vehicles that “talks” directly with the nation’s electric grid.

Commercial and retail electric products planned
Ford is set to deliver its first electrified vehicle in 2010 when it will launch a pure battery electric Transit Connect small commercial van. The vehicle will be targeted to fleets and businesses with short, defined transportation routes and the ability to return to a central charging location at day’s end.

In 2011, Ford will launch the battery electric Ford Focus passenger vehicle. Built off the new global C platform, the BEV Focus will be produced at the Michigan Assembly Plant for both retail and commercial customers.

Quotes
“We recognize that pursuing electrification as one of our technology paths presents unique challenges for commercialization of the vehicles. It requires us to collaborate with new partners, define new business models, connect to a new infrastructure for the vehicles and meet new customer expectations around the globe.”
– Sue Cischke, Ford’s group vice president of Sustainability, Environment and Safety Engineering

“Ford is strongly positioned to accelerate its electric vehicle strategy thanks in part to the significant research we’ve already completed. Nancy’s unique background and experience in leading the hybrid technology and electric vehicle product teams position her well to coordinate our electric efforts across product development, sustainability and government affairs as we move to the next frontier of this new form of transportation.”
– Barb Samardzich, Ford vice president, Powertrain Engineering

“This fleet of Focus BEV prototypes is an important step toward developing a realistic solution and viable market for electric vehicles in the U.K., Europe and North America. Our electrification strategy absolutely depends on strong alliances with key partners whose expertise and resources complement our extensive experience and global production capabilities.”
– Nancy Gioia, Director of Ford Global Electrification

“Broad commercialization of electric transportation will require unprecedented collaboration among all stakeholders and new ways of doing business. Ford is committed to help lead the way to find creative solutions to ensure that electrified vehicles can deliver benefits to our customers, the environment and our business around the globe in a sustainable way.”
– Nancy Gioia, Director of Ford Global Electrification

Ever Wonder What You Have to Do to Earn A ‘Key to the City’? Don’t Ask.

What’s the deal with earning a “key to the city?” What gargantuan lock does it unfasten anyway? As civic rituals go it’s kind of an absurd photo op. Everyone gathers on the steps of City Hall and the mayor hands a humongous old-fashioned key to some grinning citizen. How about giving them a “get out of jail for free” card instead? It promises more action.

One wonders what comedian Mark Malkoff will have to do on his current quest to see how many mayors east of the Mississippi he can convince to give him keys to their cities. The jokester – who has made news before for doing unusual things like living and sleeping in an IKEA store for a week while his apartment was being fumigated – is undertaking this 28-day odyssey in a fuel-efficient fashion, behind the wheel of the 2010 Ford Fusion Hybrid.

Maybe you remember the Fusion Hybrid – America’s most fuel-efficient midsize sedan – making news in April when it set a world record traveling 1,445 miles on a single tank of gas. The Fusion boasts an EPA-estimated 41 mpg in the city.

Malkoff says he’s thrilled to be partnered with the new Ford Fusion Hybrid, adding “I always tell people I feel like I’m driving KITT from ‘Knight Rider’ because of all the cool technology in the car. It’s the best car I’ve ever driven.”

All of Malkoff’s adventures behind the wheel of the Fusion Hybrid will be chronicled in cyberspace. Videos, photos and blogs will be featured daily at www.markmalkoff.com/keystothecity, and Malkoff will provide interested followers with regular updates on social networking sites such as Twitter, Flickr and Facebook.

Malkoff and the Ford Fusion Hybrid began their quest into the unknown Monday in Harrisburg, Pa., where the mayor had a somewhat peculiar task in store for him to complete in order to earn a key to the city. Apparently, all of the police officers ride on horses, so the mayor wanted Malkoff to follow them around and clean up after the horses in order to get the key.

Malkoff, who readily admits he will do just about anything to get a key, says he hopes to earn 100 keys before his journey with the Ford Fusion Hybrid ends on Nov. 1.

Quotes
“Once people start finding out about this, mayors from all over the country are going to be Twittering me to come to their cities,” he said. “I like doing things that on paper look almost impossible to pull off.”
– Mark Malkoff, comedian

“Mark will be connected and working constantly with both hands securely on the wheel, thanks to the Fusion Hybrid’s voice-activated Ford SYNC® communication system,” said Eggen. “It also will be great to see Mark’s reaction to his own real-world fuel economy.”
– Jeff Eggen, Ford car experiential marketing manager

Everyone Who Is Anyone Will Be There. Will You?

Like, wow. We’re, you know, totally stoked about the Fiesta reveal at the L.A. Auto Show. Everything else is, like, bogus and grodie. I mean, duh!

Ford’s rollout of its next generation of small cars will hit an important milestone when the new Fiesta is revealed in December at the Los Angeles Auto Show. The reveal of the North American-based Ford Fiesta will also mark the culmination of the first phase of the Fiesta Movement.

Set to arrive in dealer showrooms next summer, the Fiesta already can claim more than 50,000 potential customers thanks to the Fiesta Movement.

Fiesta Movement October missions – entertainment
Fiesta Movement agents are entering their final month of missions, and October has them having a blast with missions planned around the theme of entertainment. With 100 missions to choose from, all agents are sure to find an adventure to suit their tastes.

October missions include:

• Visiting Turn10 Studio, Microsoft’s racing studio, to get a look behind closed doors at the making of the latest Forza race game featuring the 2011 Ford Fiesta. The agent will get to design his or her own Fiesta, then climb into a three-screen simulator complete with hydraulics to put the new game to the test.
• A behind-the-scenes glimpse into the production of a music video with Izza Kizza. The hip-hop artist is creating his music video for the song “They’re Everywhere,” and one lucky Fiesta agent will get to be right there, front and center, for the fun.
• Hanging out in the recording studio with Jukebox the Ghost. The indie pop group is recording its new album; a Fiesta agent will be checking out the band’s new tunes right along with them.
• Several missions for football fanatics, from checking out a Detroit Lions game with a former player, to watching a Philadelphia Eagles warm-up, to hanging out for the team’s game and meeting the broadcast group for the Eagles.

During each mission and after its completion, agents upload content to the Fiesta Movement Web site or the social media platform of their choice. Using www.fiestamovement.com, visitors can follow the ride by accessing the live feed feature to keep current on what the agents have to say about Fiesta and their missions.

Spreading the word
After kicking off the Fiesta Movement and embarking on their first missions in May, agents created a big impression in the social media world, including:

• More than 4.3 million video views on YouTube
• More than 540,000 photo views on Flickr
• More than 3 million impressions on Twitter

Fiesta sales success
Fiesta is continuing its sales momentum as Europe’s No. 2-selling car and Ford of Europe’s top-selling vehicle, helping Ford’s share in Europe’s main 19 markets increase for the eighth consecutive month.

Nearly 340,000 Fiestas have been sold since the car was launched last autumn, with 21,800 delivered to customers in August. Fiesta was the best-selling foreign vehicle in August in both Italy and France.

In Europe, the Fiesta name has long been synonymous with outstanding drive quality, design and value. The all-new Ford Fiesta will bring its three-decade heritage to U.S. consumers in 2010.

Quote
“This is the perfect time to show the North American Fiesta,” said Sam De La Garza, Ford Fiesta marketing manager. “The Fiesta Movement will have wrapped up, and after hearing so much about this car leading up to the reveal, everyone will finally get to see what we are so excited about.”

You Know You’re Seeing a Paradigm Shift When…

…a product launch is more about the messenger than the message. Need proof? Consider Ford’s groundbreaking Fiesta Movement.

More than nine months before the 2011 Ford Fiesta goes on sale in North America, the new small car can claim more than 50,000 potential customers, and 97 percent of them would be new to Ford.

That’s because Ford took a nontraditional approach with the Fiesta Movement initiative. It’s using a fraction of a typical marketing and advertising budget and relying on social media to drive the buzz. This means huge dividends for the brand – Fiesta awareness is running at the same level of a nameplate that has been on the market for two to three years.

The Fiesta Movement promotes Ford’s new small car through 100 socially vibrant “agents” who have been driving Euro-spec Fiestas and taking part in monthly themed “missions” such as volunteerism, adventure, and style and design. After each mission wraps, the agents relate their experiences through the realm of social media.

Social networking sites allow Ford to meet consumers it might not connect with through traditional advertising, making it easier to open dialogue with a whole new set of consumers. The Fiesta Movement also realizes that people trust people like themselves and that everyone has a car story, and has successfully leveraged this as a platform from which to promote a new car.

Fiesta Movement drives the discussion
Agents are taking advantage of their time in Ford Fiestas, accumulating more than 1 million miles total. And their Fiesta Movement-related content is gaining huge traction on the Internet, with:

• More than 4.3 million YouTube views
• More than 540,000 Flickr views
• More than 3 million Twitter impressions

Through the accompanying nationwide test drive program, more than 162,000 customers have interacted with the Fiesta through walk-arounds and social interactions and 35,000 have taken a test drive.

Fiesta Movement agents are also providing key product insights with Ford. Exterior styling, driving dynamics and unique color offerings top the list of their favorite attributes.

Follow the Fiesta Movement:

• YouTube: www.youtube.com/fiestamovement
• Flickr: www.flickr.com/photos/fiestamovement
• Facebook: www.facebook.com/fiestamovement
• Twitter: www.twitter.com/fordfiesta

Quotes
“We didn’t break the bank. We didn’t use traditional media. We tried something different, and it is working. We’re delighted with how Fiesta is gaining traction with consumers. It’s a whole new way of introducing a car to market.”
– Connie Fontaine, Ford Brand and Content Alliances manager

How Do You Patent Awesomeness?

Step No. 1: Reinvent “the wheel” or at least the thing that gets them moving. Step No. 2: Collect dozens of patents for this brilliant reinvention. Step No. 3: Rock the engineering world – again.

Ford’s new high-performance, fuel-saving EcoBoost™ technology is making waves in the engineering community, with the 3.5-liter version of the engine contributing 125 new patents and patent applications. The additions build on Ford Motor Company’s current roster of 4,618 active U.S. patents, with thousands more patent applications pending. Hey, who’s your “geek squad” now?

Ford flexing engineering muscle
EcoBoost powertrain management innovations make up the bulk of the technology’s patents and patent applications. But only those advancements that contribute to cutting-edge engineering make the leap from implementation to invention.

Ford focuses on getting high-quality patents that offer the biggest bang. The strategy is paying off: A 2008 study by the world’s leading patent analyst, The Patent Board™ which tracks and analyzes patents across 17 industries globally, found Ford outperformed all other automakers in the quality and significance of its technology patents. The survey indicated that patented Ford technologies are closer to the cutting edge than its competitors.

The recently introduced 2010 Ford Fusion and Fusion Hybrid, which is America’s most fuel-efficient midsize sedan, have 119 patents to date and more are pending.

Patenting is a global activity at Ford, with experts in the United States, Europe, India and China sharing common processes and reporting through Ford Global Technologies.

It works like this
EcoBoost, which uses turbocharging and direct gasoline injection to boost engine output and reduce emissions without sacrificing fuel economy, marks a major milestone in the Ford strategy to deliver technologically advanced, high-output, smaller-displacement powertrains.

The Ford powertrain management strategy uses hundreds of thousands of lines of computer code and related parameters that are adjusted to optimize the engine and transmission operation. It’s these processes that largely make up the EcoBoost patent contribution and makes Ford’s use of direct injection and turbocharging of its engines like no other automaker in the world.

To extract the level of power and efficiency achieved in an engine like the EcoBoost V-6, a remarkable level of precision is required. One example is the amount of control engineers maintain over the fuel injection system:

• The powertrain management strategy uses 10,066 adjustable parameters
• At idle, each injector releases 10.4 milligrams of fuel per injection; put in household terms, that’s 1/25,000 the volume of a can of soda, or 0.2 drops of fuel
• Fuel injection pressure is continuously controlled to between 220 psi and 2150 psi
• Injection timing is adjusted up to 300 times a second

Quotes
“We focus on getting high-quality patents that have the best breakthrough potential for the company.”
– Bill Coughlin, president and CEO of Ford Global Technologies, a wholly owned Ford subsidiary responsible for managing Ford’s intellectual property worldwide

“Ford’s patented technologies are closer to the cutting edge than its competitors.”
– Christine Wren, director of business development for The Patent Board, which tracks and analyzes patents across 17 industries globally

“The secret to Ford’s EcoBoost system isn’t just the hardware – the key is in the Ford control system. Our engineers have the right ‘recipes’ to integrate the various systems like engine, transmission and fuel management, resulting in a seamless, exhilarating driving experience.”
– Brett Hinds, Ford Advanced Engine Design and Development manager