Ford’s tagline is Go Further, and the brand promise is visible in all of its business pursuits. From vehicle development to its worldwide automotive operations, from technology research to corporate citizenship, going further for its customers is at the heart of everything the Detroit-based carmaker does. Quality, Green, Safe and Smart are the four foundations of a Ford vehicle, as explained over the past month.

Ford’s business strategy – greater cooperation across its global operations, clearer focus and less complexity – make up what it calls the “One Ford” plan. Ford’s vehicle portfolio and market presence is wide, but the company is working steadily to reduce the number of region-specific vehicles, making clear to customers what makes a Ford a Ford, regardless of geography. This has strengthened brand identity and accelerated development of new products that appeal to drivers worldwide.

It’s working, and two prime examples of One Ford are the Fiesta and Focus, models that are not only fun to drive, but fuel efficient and packed with class-leading features and tech. The Focus was the best-selling vehicle nameplate in the world in 2012 and has retained that title for the first half of 2013. The Fiesta ranks as the fourth best-selling vehicle worldwide and is the world’s best-selling subcompact car through June 2013, demonstrating impressive growth in Ford’s key markets worldwide, including ASEAN.


Ford was founded on the belief that in order to be a serious contender in the automotive industry, a company must deliver products with a strong emphasis on quality. In every Ford product, Ford goes further to ensure vehicles are built strong, run well and look great.

This starts with thorough research and testing: robotic high-impact testing and quality inspection, dirt-detecting technology to improve paint surfacing, 3D mapping for more precise construction and more. A more exciting side of quality – providing customers with pride of ownership, the thrill of owning a beautiful product – is not forgotten. Ford’s Kinetic Design and ergonomically-designed interiors see to this.

At Ford, going further as a strong corporate citizen means designing and implementing business practices that hold up to the test of business-savvy sustainability. Going further means approaching sustainability as a strategic business goal – not just as a corporate social responsibility tactic. No seperation here.

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Ford’s sustainability strategy focuses on reducing carbon emissions, reducing water usage and waste, supporting and creating responsible supply chain management, advocating human rights.

Besides coming out with fuel efficient tech such as EcoBoost engines, Ford is constantly searching for alternative, lower-quality water sources for manufacturing needs and is developing a new global waste reduction strategy, with the goal of reducing waste sent to landfills by 40% per vehicle by 2016. Sustainability, human rights and working conditions throughout the supply chain is also an area of focus.

Ford founder Henry Ford wanted to “put the world on wheels,” and he did – as safely as possible. Ford has long been an automotive safety pioneer – the first to feature standard safety glass, the first to offer safety belts, the first automaker to begin airbag research, the first to offer anti-lock brakes, and the list goes on.

These days, Ford is prioritising cutting-edge safety tech and high-quality construction materials across its line-up. From next-gen airbags to the first-ever inflatable seat belts, to employing ultra-high-strength steel in the vehicle frame, Ford is going further to provide peace-of-mind and security to customers and their families.

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Ford is also going further by leading the industry in preventing and countering the effects of distracted driving. With hands-free in-car communications and entertainment systems, to Ford’s exclusive Blind Spot Information System alert and Active City Stop, Ford is a frontrunner in keeping drivers’ hands, eyes and minds on the road ahead. BLIS, Active City Stop and Ford SYNC are available in models like the Kuga and Focus in Malaysia.

Developed with Microsoft, Ford’s exclusive SYNC system demonstrates the company’s leadership in developing car connectivity technologies, merging consumers’ love of mobile phones (obsession for some of us) and their vehicles. Seamless communications transitions, hands-free responsiveness, in-car phone call management – all without sacrificing connectivity or taking the driver’s hands and eyes away from the road. More concentration, less chance of an accident.

Other smart tech include Active Park Assist and Curve Control. APA uses an ultrasonic-based sensing system and electric power-assisted steering to position the vehicle for parallel parking, calculating the optimal steering angle to quickly and easily steer the vehicle into the parking spot. No sweat.


Curve Control, available in the Kuga, is designed to help drivers maintain control of their vehicle when entering a curve too quickly. The system can apply four-wheel smart braking to reduce vehicle speed by up to 16 km/h in approximately one second, keeping the vehicle on the intended path.

Ford has long been an automotive pioneer, known for its revolutionary manufacturing and assembly innovations in the early days of mass-produced automobiles. The carmaker continues that heritage to this day, pushing itself beyond what’s available to give what customers want today and discovering what customers will want in the days and years to come.

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