January 2009
““The Role of Innovation in The Role of Innovation in Industry Sustainability”Industry Sustainability”
Paul MascarenasVice President Engineering, Global Product
DevelopmentFord Motor Company
January 2009
Innovation Begins with the Innovation Begins with the One PlanOne Plan
• Aggressively restructure the business
• Accelerate development of new products customers want and value
• Finance our plan
• Work together as on global team
January 2009
Brand PillarsBrand Pillars
January 2009
Global Product StrategyGlobal Product Strategy
• Bold, emotive exterior designs• Great to drive• Great to sit in
Comfort and convenience of a second home on wheels Remarkably quiet
• Fuel Economy as a reason to buy• Unmistakably a Ford or Lincoln in look, sound, feel
• All with exceptional value
January 2009
InnovationInnovation
January 2009
Keys to SuccessKeys to Success
• Understanding customer wants and needs• Focus on value and “democratization” of
technology• Rapidly deploy across all product offerings
to develop “Brand Signature” technologies• Rapid cadence of new/refreshed features
and offerings • Partner with key technology partners
January 2009
Brand PillarsBrand Pillars
Active Park AssistActive Park AssistActive Park AssistActive Park Assist
Active Park AssistActive Park AssistActive Park AssistActive Park Assist
Blind Spot MirrorBlind Spot MirrorBlind Spot MirrorBlind Spot Mirror
Blind Spot MirrorBlind Spot MirrorBlind Spot MirrorBlind Spot Mirror
Blind Spot DetectionBlind Spot DetectionBlind Spot DetectionBlind Spot Detection
Blind Spot DetectionBlind Spot DetectionBlind Spot DetectionBlind Spot DetectionFusion/Milan 41 MPGFusion/Milan 41 MPGFusion/Milan 41 MPGFusion/Milan 41 MPG
Fusion & MilanFusion & Milan41 MPG41 MPG
Fusion & MilanFusion & Milan41 MPG41 MPG
SmartGaugeSmartGaugeSmartGaugeSmartGauge
SmartGaugeSmartGaugeSmartGaugeSmartGauge
ECOBOOST ENGINESECOBOOST ENGINESECOBOOST ENGINESECOBOOST ENGINES
ECOBOOSTECOBOOSTENGINESENGINES
ECOBOOSTECOBOOSTENGINESENGINES
MyKeyMyKeyMyKeyMyKeyCollision MitigationCollision MitigationCollision MitigationCollision Mitigation
Consumer ReportsConsumer ReportsConsumer ReportsConsumer Reports
RDA Survey: RDA Survey: Ford ties Ford ties
Honda and Toyota Honda and Toyota
RDA Survey: RDA Survey: Ford ties Ford ties
Honda and Toyota Honda and Toyota
Battery Electric Battery Electric Vehicle 2010Vehicle 2010
Battery Electric Battery Electric Vehicle 2010Vehicle 2010 IIHS & NCAPIIHS & NCAPIIHS & NCAPIIHS & NCAP
January 2009
January 2009
ConnectivityConnectivityConnectivityConnectivity
January 2009
Consumer TrendsConsumer Trends
• Sync driven by Consumer Electronics Show and Consumer Electronics market trends
• Cell phone and media player growth and usage
• Digital music (MP3) sales growth and iPOD results
• Consumer interest in the ”audio input jack” for their vehicles
January 2009
January 2009
Partnering with MicrosoftPartnering with Microsoft
• Open, industry platform for software development– Large, available pool of developers– Compatible with key industry standards i.e.
USB, Bluetooth etc.
• Mutually beneficial relationship– Microsoft credibility in automotive– Ford access to Microsoft resources and
technology
January 2009
• Sync Availability12 Models in 2008, 9 more in 2009including:
– Focus– Fusion– Edge– Taurus– Explorer– Sport-trac– Flex– Milan– MKZ– MKX– MKS– MKT
January 2009
Launched Quickly and “Big”Launched Quickly and “Big”
• “First to market” with features and compatibility
• Large media campaign using website and digital media
• Building SYNC as a brand• Design and market as an “expandable
platform” unique to automotive• Launched on 12 vehicles for 2008 and 9
more for 2009
January 2009
CadenceCadence
Automotive Cycle Time Consumer Electronics Cycle Time
January 2009
SYNC CadenceSYNC Cadence
• “Platform” approach enabled development of new features fast - launched in less than 18 months
• Started “Version 2” features while “Version 1” was still launching
• Prioritized “Version 2” release on “no cost to customer” features
• “911 assist” and “Vehicle Health Report” demonstrate leverage of the software platform
• “V2” Announced 2 months after SYNC launch at 2008 CES and now shipping
• “Version 3” features announced January 2009 (CES) and will be available in spring 2009
January 2009
SYNC DeliversSYNC Delivers
January 2009
DemocratizationDemocratization
2008 Ford Focus 2009 Lincoln MKS
January 2009
Democratization of TechnologyDemocratization of Technology
• MP3 and iPOD trends strong in youth market• Affordability required efficient design and volume
manufacturing• Differentiation through Voice Recognition and
device compatibility• Offer on as many vehicle lines as possible
emphasizing a product available to everyone• Sync is offered at an affordable $395
January 2009
SYNC ResultsSYNC Results
• Will reach 1M units sold later this year
• SYNC equipped vehicles turn 2 times faster than non-Sync equipped units
• 31% of customers said SYNC influenced their purchase
January 2009
Brand PillarsBrand Pillars
Active Park AssistActive Park AssistActive Park AssistActive Park AssistBlind Spot MirrorBlind Spot MirrorBlind Spot MirrorBlind Spot Mirror
Blind Spot DetectionBlind Spot DetectionBlind Spot DetectionBlind Spot Detection
Fusion & MilanFusion & Milan41 MPG41 MPG
Fusion & MilanFusion & Milan41 MPG41 MPG
SmartGaugeSmartGaugeSmartGaugeSmartGauge
ECOBOOSTECOBOOSTENGINESENGINES
ECOBOOSTECOBOOSTENGINESENGINES
MyKeyMyKeyMyKeyMyKeyCollision MitigationCollision MitigationCollision MitigationCollision Mitigation
Consumer ReportsConsumer ReportsConsumer ReportsConsumer Reports
RDA Survey: RDA Survey: Ford ties Ford ties
Honda and Toyota Honda and Toyota
RDA Survey: RDA Survey: Ford ties Ford ties
Honda and Toyota Honda and Toyota
Battery Electric Battery Electric Vehicle 2010Vehicle 2010
Battery Electric Battery Electric Vehicle 2010Vehicle 2010 IIHS & NCAPIIHS & NCAPIIHS & NCAPIIHS & NCAP
January 2009
Democratization of TechnologyDemocratization of Technology
Ford will deliver a continuous flow of new, affordable and innovative features that customer’s want and will rapidly migrate them, not just on premium vehicles but across all vehicles where customers can benefit from the technology.
January 2009
Thank YouThank You
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