DEARBORN - @Ford Online recently spoke with Ford Export and Growth (E&G) Operations Director Hal Feder, regarding the new Go Further global brand promise and its role in his team's markets. Below is an excerpt from that discussion.
Q. How have you been describing Go Further to your team members?
A. We been talking about becoming a great export company and I think that’s the embodiment of Go Further – doing things that the competition won’t do in terms of our people, in terms of our suppliers, our dealer partners, any stakeholder.
Q. What does the concept of Go Further mean to you personally?
A. I think Go Further is the embodiment of One Ford. It means that our competitive intensity is not going to be correlated to the market cycle or the economic cycle. We’re never going to relax. There’s no finish line anymore. It’s about being better every day, every month, every year for our customers and our employees.
Q. As you look back over the last several months, how are you and your team already doing things that Go Further?
A. We’ve been on a record-setting pace at E&G. One of the examples of Going Further in E&G is our Quick Parts, which is a new outlet for us. It's a new retail parts outlet where we bring parts to customers in unique and different ways away from our dealerships. Also in November, we launched the Middle East Distribution Center, which will cut our ordering times for parts from months to days. We have a stronger plan in South Korea which includes our best-in-class warranty. So we’re really finding ways to do above and beyond actions now and it’s the perfect embodiment of Go Further.
Q. What are some of the highlights of 2011?
A. It’s been a record year at E&G. The great thing about Go Further – it’s not just a business promise. It’s really a promise to each other and our people. And when you think about the people at Ford, you think about the Ford family and the family of Ford and I think Go Further does a great job of including everybody and getting everybody rallied around the One Ford plan, which is working so well.
Q. As you look forward to 2012, what are some of the biggest challenges in your area?
A. The competitive intensity is unreal. You look around the auto show and you look at the products that are out there. It keeps us on our toes. We’ve asked the important question of what makes a Ford a Ford, so it’s Quality, it’s Green, it’s Safe and it’s Smart and the embodiment of those four brand pillars combined with the technology and value in our products I think gives us a competitive advantage.