Q. How have you described the Go Further brand promise to your team?
A. Go Further is a great initiative and it’s really about going the next step. For us in Government and Community Relations, it’s looking at how can we work better with government as a partner, how can we work better with the community and how we can stretch our time and funding to do more with our neighbors in the markets that we serve.
Q. What does the Go Further brand promise mean to you personally?
A. To me, it means taking the “status” out of status quo. It means moving forward, doing more, getting more done and being more a part of governments and communities around the world.
Q. Can you give some examples of ways that your team has already gone further?
A. One great example is the Ford Volunteer Corps, which was created in the aftermath of some of the tragedies in Asia a few years ago. It’s amazing to watch the tens of thousands of people who have participated in the Ford Volunteer Corps on projects all around the world. This is an initiative that really puts us ahead of everybody else. We are doing some amazing things on a volunteer basis and we’re all working together as Team Ford.
Another example is Driving Skills for Life, which is a fabulous program that teaches teens to drive. We have programs throughout the United States and now we’re expanding globally. We’re being greeted by markets that we’ve served for years. We’re coming in and doing great things for the community.
When I think of Go Further on the government side, I think of our partnership with the government – whether it’s with green technology, providing incentives or securing investments for some of the things we’re doing around the world.
Ford Motor Company also is a big trader. And we’ve gone further by seeking out opportunities and trade agreements rather than being shaped by them. We have a saying in Washington that you’re either on the menu or you’re at the table. We’d rather be at the table and we are at the table now.
Q. How do you feel Go Further helps distinguish Ford from its competitors?
A. Nobody is doing what we’re doing in the community, and now we’re expanding that outreach to places where we do business around the world. One of our proudest points is that when we went through some rather difficult times in this industry we still were volunteering in the community. That says a lot about the character of the company. It also says a lot about all the people at Ford – always going further in terms of being a good neighbor in the places that we do business.
Q. How do you feel the Go Further brand promise contributes to the transformation process at Ford and the One Ford plan?
A. We are doing great things here. The business has been transformed. We’ve been investing. We’ve got great product. However, governments around the world are generally in a fragile place so we’ve had to go further and we’ve gone further to make our case to governments on partnerships and working together around the world.