DEARBORN - Ford’s Go Further global brand promise defines the company and its commitment to delivering value to as many people as possible around the world.
The company’s foundational pillars have an important role in highlighting the essence of Go Further’s three unique and historic characteristics: people serving people, ingenuity and attainability. Manifested through Quality, Green, Safe and Smart, the pillars have always ensured from the smallest of details, to major performance pledges, that Ford continues to strengthen its commitment to customers.
“We have been recognized as a leader in technology in the last few years, and that has done wonders for the health of our brand and confirms our commitment to quality,” said Mark Fields, chief operating officer. “We are learning and apply lessons and improving.”
Building blocks of Quality
The perception of quality ranges from how a car handles, to its balance and steering, to the look and feel of door handles and seat cushions.
Quality has been ingrained in Ford since its inception, and is a tried and true commitment that touches every aspect of the vehicle process – from design to manufacturing to product launch.
Leveraging global best practices and a systematic approach to quality, Ford vehicles not only deliver on functionality as well as impeccable craftsmanship, but also style and smart design, which resonates with individuals, not just functionally, but emotionally as well.
Environmentally conscious lifestyles and preferences are influencing purchase decisions in every industry. Although this is a fairly new revolution, it’s been a Ford focus for decades.
Through the Power of Choice, from small to large vehicles, Ford’s product portfolio provides customers with leading fuel-efficient technologies to meet all unique driving needs.
“Ford is committed to offering customers affordable environmentally-responsible technologies in vehicles they really want,” said Alan Mulally, president and CEO. “We are focused on providing solutions that can be used not for hundreds or thousands of cars, but for millions of cars because that is how Ford can make a difference.”
Additionally, from a corporate sustainability standpoint Ford has become a global leader by implementing innovative solutions to ensure its operations, manufacturing and community commitments are as environmentally and socially responsible as possible.
Safety isn’t just any one feature, but it’s how features work together. Ford is continuing to ensure vehicle safety through research, advanced testing, many quality measures and new driver-assist technologies.
“Whether it’s active or passive technology, we’ll continue to bring in technology to drive increased levels of safety,” said Raj Nair, group vice president, Global Product Development.
While technology is often listed as a set of features or equipment, Ford views it as a way to transform driver experiences. Ford has several new innovative features that help customers stay connected and aware, including SYNC® with MyFord Touch® driver connect technology as well as driver assist technologies like Lane-Keeping System that alerts and assists when the car is drifting out of lane.
Keeping the promise
Go Further is ingrained in the company’s heritage and is demonstrated today by each Ford team member’s passion for the work they do. This gives meaning to the global brand promise every day. It is through these consistent values, like the pillars, that define what that promise means.
Quality, Green, Safe and Smart are consistent but advancing so customers can depend on them today and every day down the road. A Web-based training course with new pillar attributes is available at www.fcs.ford.com/GoFurther.