Ford 2012 Annual Report Download - page 17

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Ford Motor Company | 2012 Annual Report 15
Management's Discussion and Analysis of Financial Condition and Results of Operations
15
We also will supplement our commercial van line with personal-use variants, including the Tourneo wagon
offerings, delivering premium look and feel to discerning customers and additional premium revenue.
Further proof of our commitment to truck leadership is our 36 years as America's top truck producer. In 2012, our
F-Series outsold its nearest competitors by a wide margin. At the 2013 North American International Auto Show, we
provided a glimpse of our strategy to protect and expand our truck leadership by showing the Ford Atlas Concept -
which won Autoweek Magazine's Most Significant vehicle award. The bold emotive styling, innovative features, and
fuel economy leadership intentions are more than a hint of the designs to come.
Our market strength in trucks is due to great products and strong customer relationships - Ford trucks are clear
leaders in commercial subcategories, including mining, construction, oil and energy, small business, etc. Our future
market expectations are further bolstered by global economic recovery indicators.
Additionally, Ford Motor Company is firmly committed to the transformation and success of the Lincoln brand. The
2013 Lincoln MKZ is our first transformational product - with four all-new Lincolns in total launching within the next four
years. Each will deliver:
• A uniquely Lincoln experience, inside and out - built on our core platforms, leveraging global scale and
efficiencies
• Design excellence that is stunning and understated, with premium amenities offered on every nameplate
• Product excellence that is enabled by class-leading technologies
• The full spectrum of customer services that discerning luxury customers expect and appreciate
Lincoln is focusing on the largest and fastest-growing segments of the luxury market, with the intention of having
all-new entries competing in 90% of the premium industry by 2015.
The global premium industry is projected to grow 39% by 2017. China will play a key role in that period. By 2017,
the United States and China will represent 50% of the global premium opportunity - exactly why Lincoln recently
announced plans to enter China, the single largest car market in the world.
Accelerate Development of New Products Our Customers Want and Value
Our global product strategy is to serve our key geographic markets with a complete family of small, medium and
large, cars, utilities and trucks that have best-in-class design and quality, are environmentally responsible, and contain
high-value feature content. The result of this strategy is a full line of vehicles that:
• Have bold, emotive exterior design
• Are great to drive
• Are great to sit in (with the comfort and convenience of a second home on wheels and exceptional quietness)
• Provide fuel economy as a reason to buy
• Are unmistakably a Ford or Lincoln in look, sound and feel
• Provide exceptional value and quality
Developing products customers want and value for Ford and Lincoln demands consistent focus on our
commitment to lead in four key areas - Quality, Green, Safe and Smart.
Quality. We have made significant strides in recent years to achieve world-class levels of quality and desirability.
This has been accomplished by following an established global set of disciplined, standardized processes that are
aimed at making us a leader in automotive quality. Via our common global management team, we are leveraging our
assets by eliminating duplication, implementing best practices and utilizing a systematic approach to quality.
Overall, we expect quality to improve in 2013, including improvement in North America, where we are making
progress addressing specific customer concerns. We already have made steady and significant progress in South
America, Europe, and Asia Pacific Africa.
In fact, using the key quality measure of "things gone wrong" ("TGW") per 1,000 vehicles at three months in service,
as measured by Global Quality Research System, a Ford-sponsored competitive research survey, we had our best
performance of the last five years in 2012 in South America, Europe, and Asia Pacific Africa, and we expect to build on
this solid accomplishment in 2013.
For more information visit www.annualreport.ford.com