Driver

Paradoxically, the "driver" portion of the GHG emissions equation holds the potential for substantial emission reductions at minimal cost, but it is often overlooked. Ultimately, drivers decide which vehicles and fuels they will purchase and how those vehicles will be driven. While our major focus is on the vehicles we make, we have also reached out to drivers around the world to promote the practice of "eco-driving."

Ford has demonstrated that drivers who practice "eco-driving" can improve their fuel economy by an average of 24 percent. Eco-driving tips are available to the public on Ford's Web site and online training is available through the Driving Skills for Life (DSFL) program. In addition, a Web-based eco-driving program has been available to all U.S. salaried Ford employees since 2006.

Ford began work on the eco-driving concept in 2000, when we first offered an eco-driving program through our German dealerships, in partnership with the German Federation of Driving Instructor Associations and the German Road Safety Council. The program trains drivers in conservation-minded driving and vehicle maintenance habits. The program uses specially trained and certified instructors to run programs for several target groups, including fleet drivers and customers. During 2008, approximately 1,000 drivers participated in the program.

During 2008, we expanded our eco-driving training efforts globally. In the U.S., Ford partnered with Phoenix-based Pro Formance Group to pilot a hands-on U.S. training program. As a first step, top instructors from the German program trained U.S. trainers in coaching techniques. These trainers, in turn, trained drivers to test a pilot approach that would certify eco-driving instructors to train Ford's fleet customers.

Over a four-day period, Ford and the Pro Formance drivers conducted validation tests using volunteers from Phoenix who were given individual coaching on specific driving behaviors. The Sports Car Club of America verified the results, which showed an average 24 percent improvement in fuel economy as a result of the hands-on eco-driving training. The 48 drivers who took part saw results ranging from six percent fuel economy improvement to more than 50 percent, depending on their driving style and ability to master eco-driving behaviors. Eco-driving instructors coached drivers to employ smoother breaking and accelerating, monitor their RPMs and drive at a moderate speed.

In Asia, Ford launched the DSFL driver training program in 2008 with a "train-the-trainers" workshop in Bangkok, Thailand, in March. At the workshop, Ford professionals from Germany trained two to three representatives from the Philippines, Vietnam, Thailand and Indonesia. The DSFL program was customized to address the higher average age of beginner drivers in the region, as well as the unique driving environments within each market. It places equal emphasis on safe driving and eco-driving, as customers in the region are interested in both.

A press conference and drive training for media were held in each country, followed by classroom instruction and drive training sessions for selected groups and members of the general public. By early 2009, more than 5,000 people had participated in the training, including nearly 700 in Vietnam, over 1,000 in Thailand and more than 500 in Indonesia. The Philippines accounts for the remainder. In 2009, the program will be expanded to Taiwan, China and India. The DFSL launch is discussed in more detail in the case study "Driving Skills for Life: Asia Pacific Expansion."

We are also reaching out to our dealer body to create eco-driving awareness with car buyers and engaging policy makers about the possibility of integrating eco-driving techniques into driver education.