Ford 2002 Annual Report Download - page 32

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30
glossary
Brand
The identity of a consumer product or service that
satisfies both tangible needs and emotional desires.
Consumers exhibit brand loyalty more often than they
exhibit manufacturer loyalty.
Brand marketing
Marketing in a manner that capitalizes on consumer
image and identity, as opposed to product features alone.
Brownfield construction
Constructing a plant or company facility on land
previously used by industry.
Consumer Driven 6-Sigma
Application of the Consumer Driven 6-Sigma
statistical methodology is used to reduce process
variability and waste for improved customer satisfac-
tion. If a process is operating at 6-Sigma levels, it is
producing just 3.4 defects per million opportunities.
Problems are solved using the five distinct phases
of Define, Measure, Analyze, Improve and Control.
Approaching Consumer Driven 6-Sigma projects
with this customer focus allows Ford Motor
Company and its brands to realize significant
improvements in customer satisfaction and
bottom-line profitability.
Flexible manufacturing
A manufacturing system that allows Ford to match
production capability with customer demand by
equipping plants to change swiftly from one model
to another with a minimum of downtime and physical
retooling. The key is a standardized manufacturing
process, along with common parts and common
vehicle platforms. This means Ford can significantly
reduce manufacturing costs and deliver new products
to our customers faster.
Fuel cell
Ford currently has several highly successful develop-
ment vehicles that deliver performance comparable
to internal combustion engine (ICE) vehicles, but are
powered by electric motors running on current generat-
ed through permeable electron membrane (PEM) hydro-
gen fuel cells. In these vehicles gaseous hydrogen is not
burned, as it would be in a hydrogen internal-combustion
engine. Rather, hydrogen and oxygen molecules undergo
electronic exchange on either side of a membrane, and
this process creates electricity to power a motor. When
the fuel used is gaseous hydrogen in combination with
oxygen derived from the air, the only by-product is water,
making fuel-cell technology a true zero-emission process.
Greenfield construction
Constructing a plant or facility on vacant land previously
unused for industrial purposes.
Hybrid
A hybrid vehicle derives its propulsion from a combination
of two or more separate powertrains. Ford is concentrat-
ing on hybrids using internal-combustion engines supple-
mented by electric motors. These motors run on batteries
recharged as the vehicle operates, and the assistance of
the electric motors greatly enhances the vehicle’s range,
performance and fuel economy. Our first production
hybrid vehicle will be the 2005 Ford Escape Hybrid,
which will also be the world’s first hybrid SUV.
Lean manufacturing
The application of a number of proven manufacturing
principles to improve efficiency and reduce the time it
takes to go from raw materials and basic components
to a finished product. This reduces the time it takes to
put a finished product into the hands of the consumer.
Team Value Management
A philosophy under which Ford’s purchasing, engineering,
manufacturing and finance staffs are effectively integrated
with suppliers in commodity-focused teams to identify
waste in the entire value chain and work together to
achieve better-value products and further quality improve-
ments. Team Value Management (TVM) is a total-process
approach to achieve higher quality at the best possible
cost, without adversely affecting the profitability of valued
suppliers.