2003 Corporate Citizenship Report - Ford Motor Company

FORD VOICE
“We’re learning that these customers
are ‘opinion influencers.’ They are the
go-to people, the ones most often
asked for opinions or advice.”
Sheri Shapiro
Marketing Manager, Escape Hybrid
FUEL ECONOMY AND EMISSIONS
The Escape Hybrid will be the cleanest, most fuel-efficient SUV on the road. Ford
internal estimates of EPA label fuel economy are 35–40 mpg (city) and 29–31 mpg
(highway) for front-wheel drive and 31–34 mpg (city) and 26–28 mpg (highway) for the
four-wheel drive. This represents improvements of approximately 75 percent over the
conventional V-6-powered Escape for the city label fuel economy and 15 percent for
the highway label. The Escape Hybrid gets its best fuel economy in the “stop-and-go”
traffic encountered in metropolitan areas. As with any vehicle, however, actual fuel
economy will vary based on driving conditions and style. Our communications with
customers will emphasize driving practices to help maximize fuel economy.
The Escape Hybrid is expected to be certified for sale as an advanced technology partial
zero emission vehicle (AT-PZEV), the strictest emissions certification.
OUR COMMITMENT TO HYBRID TECHNOLOGY
We are strengthening our commitment to hybrid technology by expanding our lineup
to include the 2007 Mercury Mariner Hybrid SUV and a hybrid version of a future
midsize sedan.
Ford designed, developed and validated the hybrid powertrain system for the Escape
Hybrid and expects more than 100 patents to be issued covering our unique Ford
system. The engineering and launch of the Escape Hybrid has established a base of
hybrid knowledge and innovation within Ford that will enable us to continue to deliver
this technology at world-class levels for the Mariner and other future hybrids. To further
our commitment, we have formed a Sustainable Mobility and Hybrid Vehicles program
group to focus on developing all Ford Motor Company hybrids and related technology
in-house. As the hybrid market continues to grow and evolve,
we will be well positioned to drive the market and fulfill
our promise to help create a better world.
FAST FACT
The 2005 Escape Hybrid will have a
base manufacturer’s suggested
retail price (MSRP) under
$27,000. Under federal tax
guidelines it will qualify for
a “Clean Fuel Vehicles”
tax deduction –
$1,500 for 2004
purchases.
There are many preconceived notions as to who is interested
in purchasing hybrids. We’re learning that these customers
are “opinion influencers.” They are the go-to people, the ones
most often asked for opinions or advice. They are naturally
curious about technology and its benefits and thus, research
products more than the average customer. They care about
leaving the world a better place for their children and
grandchildren. They tend to be leaders in their communities.
These consumers want to buy products from companies that
share their values. They are asking us, “What else are you
doing environmentally?” So we’re reaching out and
communicating about our commitment, inviting people to do
things like drive the vehicles, tour the Rouge facility or sign up
for our e-newsletter to receive the most up-to-date information
on the Escape Hybrid and other environmental initiatives.
We’ve had positive impressions so far. People love the look of
the vehicle – that it doesn’t look different – just a few key
visual cues tell you it’s a hybrid. They find it comfortable and
roomy. They enjoy the on-board display and seeing which
mode the vehicle is operating in or trying to boost fuel
economy. Most have said it’s peppy and just as much fun to
drive as a “regular” Escape.
However, a tremendous amount of education is still needed.
Many consumers think a hybrid vehicle needs to be plugged
in. They also should know the difference between full and
mild hybrids. Dealers are being educated too, through a
special certification program for sales and service.
We’ve put plenty of information on our Web site. Before even
selling a vehicle, we had more than 50,000 people sign up for
an Escape Hybrid e-newsletter. This speaks to the
information-hungry nature of the customer and the strong
demand. Nearly 70 percent of those who signed up for the
e-newsletter don’t currently own a Ford. So in addition to
bringing Ford into the hybrid market, this vehicle is a great
opportunity to bring new customers into the Ford family.
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