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Ford markets and people across our Asia Pacific and Africa region. It represents yet another example of our global drive towards One Ford and the integration of the company. This is our Asia Pacific magazine.


Ford markets and people across our Asia Pacific and Africa region. It represents yet another example of our global drive towards One Ford and the integration thats being deployed throughout all aspects of the business in this instance, through enhanced and expanded communications. In the months ahead, @Ford will aim to keep you informed of the significant events and news occurring across our very diverse and dynamic region, as well as highlight the specific activities and programs that are taking place within your own markets. Globally, and here in Asia Pacific and Africa, were certainly faced with some of the most challenging and difficult times that our industry and Ford Motor Company have ever faced. The financial crisis that has recently swept the globe, and its implications to the auto industry including the tightening of credit and falling consumer confidence have been playing out in headlines on a daily basis. Yet despite the uncertain times and rapidly shifting environment that currently face us, @Ford will help you see the significant progress that is still being made at Ford Motor Company both globally and throughout our region as well as the many accomplishments and successes that are being enjoyed within our markets. Ill be using this space each issue to share my perspectives on our business and provide updates on behalf of the senior APA management team. We also want to ensure that the content of @Ford is most relevant to our people around the APA region, so I encourage you to submit your ideas and/or feedback to apamedia@ford.com for consideration with future issues. One Team. One Plan. One Goal.


elcome to the preview issue of @Ford, our new magazine whose content will be generated specifically from and geared towards the

Contents3 4 5 6 9Best PracticePANDA power comes to APA

Market WatchAll new Falcons take Australia by storm

Headline NewsFiesta debuts in APA

Cover StoryDriving Skills for Life program helps protect drivers in Asia

Global ViewRussia: Growth and change

10 12 14

Voice of the CustomerQuality roadmap to One Ford

Corporate Social ResponsibilityA look at APAs Global Week of Caring activities

Product Watch New Escape makes its mark on theBangkok skyline

PowerShift design revampsthe new Ford Focus

Ford Ikon 1.4 TDCi gets top honorsin fuel economy

17 18

News Round-up Ford Faces

John ParkerExecutive Vice President, Asia Pacific and Africais published for the people of Asia Pacific and Africa, Ford Motor Company, by Ford Communications - 19th Floor, Lake Rajada Office 2/ Complex, 193/82-86 Ratchadapisek Road, Klongtoey, Bangkok, 10110, Thailand. Director/Publisher: Whitney Foard Small; Managing Editor: Mia Barrett; Regional Content Team: PRISM; Design/Production: Oakins and Stone Limited. A publication of Ford Communications Network. 2008.

best practice

PANDA power comes to APAgood luck, but PANDA which stands for Parts and Accessories Computer System has contributed more than $1 million extra to the bottom line in six of the eleven APA markets via centralized parts pricing.


ave you hugged a PANDA? Ford Customer Service

and other changing factors, Ford can suddenly find itself charging a customer less for the part than it pays to get it. With each market facing the same dilemma often with the same parts its an ideal task for centralizing. Deeman Vachirasomboon, business development manager in Bangkok for CSO,

Operations (CSO) managers in the Asia Pacific and Africa region certainly want to because suddenly their operations are more profitable. No, the black and white bear from China hasnt brought

A team effortA specialist team from Thailand and India devised this additional function of monitoring and setting parts prices centrally from the system, which controls all aspects of the parts and accessories business, from parts ordering and warehousing to dealer ordering and logistics. It is very difficult for individual markets to monitor more than a quarter million parts numbers daily. With commodity price changes, competitive pressures,

This has proven that staying on topof pricing centrally really pays off.

leads a four-person team that uses PANDA to monitor pricing every business day. His team has already brought centralized pricing to Japan, India, Thailand, Vietnam, the Philippines and Indonesia. And in just one of the markets yet to join, the team has identified more than 700 negatively priced parts. Centralized pricing demonstrates the strength we have when we work together as a region, said Brian Colianni, Executive Director of APA Customer Service Operations. By the time weve completed the five remaining markets, the profits will add up. This has proven that staying on top of pricing centrallyCSO business development manager Deeman Vachirasomboon and pricing analyst Patumtip Lertchaisataporn

really pays off. So, when centralized parts pricing comes to your market, give your PANDA a big hug!Preview Issue /


market watch

Ford Australia has ever built.

...the best car

All-new Falcons take Australia by storm


he media are describing the new Ford Falcon as the best car Ford Australia has ever built and arguably the best car built in Australia grand praise for the new FG Falcon that recently proved itself to be the safest Australian car ever made.

load paths that direct crash forces away from occupants. During its safety development, the Falcon was subjected to more than 5,000 simulated crashes while 90 fully-instrumented prototypes were physically crashed. Testing was carried out in the US, Sweden and Australia. On top of the safety features, the Falcon range also boasts all-new exterior and interior designs, an allnew front suspension, as well as new powertrains with more power, more torque and improved fuel economy. The 2008 Falcon models went on sale in May, going to market with three distinct faces on the vehicle for the first time in its history to appeal to a wide customer base ranging from private and fleet customers to the highperformance sports and luxury customers. There are now three families of vehicles in the FG Falcon sedan range Falcon XT, G Series and Falcon XR.

The new FG Falcon was the first Australia-

made car to achieve the maximum five-star safety rating in independent crash testing by the Australian New Car Assessment Program

(ANCAP), scoring higher points than many premium European vehicles known for safety. Not only is the FG Falcon the safest vehicle ever produced in this country, it is also competitive with the safest sedans in the world, said Ford Australias President and CEO Marin Burela. The Falcons comprehensive list of active and passive safety features supplements the integrity of its new body structure, including the use of Boron steel and the development of new


headline news

Fiesta debuts in APAThe all-new Ford Fiesta is now on the road and its heading to Asia Pacific and Africa


tarting with events in Europe, Fiesta is embarking

on a global launch tour that intensifies in the coming months. Its a significant step forward in the One Ford story, as Ford Motor Company brings its new worldwide small-car design to market.

Johannesburg Motor Show (October 31) Guangzhou Motor Show (November 18) Australian media drive (December 11-12) Media favoriteReports from the European launch underscore key facets of the new Fiesta story. Journalists praise Fiestas innovative design, its unique, mobile phone-inspired interior, premium levels of refinement and comfort and Fiestas trademark, fun to drive dynamic agility on the road. After experiencing Fiesta, one prominent Australian journalist said Fiesta is a class above where its fighting.

Fiesta is going to be a success, say key journalists who Clearly the Fiesta is now the segment leader. It does

have driven the new global small car from Ford. everything right, said a key South African motoring journalist, one of 1,200 members of the news media who attended the inaugural Fiesta media drive event in Italy.

Regional rolloutThe first APA markets to launch Fiesta Australia, New Zealand and South Africa also sent reporters to the European launch in August and September. Then comes this month's much anticipated global debut of the Fiesta sedan model, which will be manufactured in Nanjing, China. Reflecting the growing momentum behind the Fiesta launch, major APA launch events began in the final months of 2008:

Australian International Motor Show (October 9) South African media drive (October 20-25)

Preview Issue /


cover story

Brand ambassador Tata Young kicks off DSFL program in Thailand

APA launches Driving Skills for LifeFollowing the success of Fords North America program, DSFL is inspiring safer driving across Asia Pacific and Africa


ords latest export to the Asia Pacific and Africa (APA) region is not a vehicle but a successful driver education program from the US. Launched in North America in 2003 to educate teens who are new to driving, Driving Skills for Life (DSFL) is APAs first

Foundation and government agencies in the four ASEAN countries. The financing of the program in Southeast Asia is the first Asian initiative for Ford GlobalGiving, a campaign of the Ford Motor Company Fund and Community Services.

region-wide corporate social responsibility program and has made its debut in the Philippines, Vietnam, Thailand and Indonesia. This free course mixes classroom learning and practical training to teach safe and fuel-efficient driving. The regional program was created in cooperation with the Asia Injury Prevention (AIP)



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