Customers

Our customers' wants and needs continue to evolve. We monitor consumer trends and develop and promote products to fit particular market segments. In recent years, we have paid particular attention to the growing demand for more fuel-efficient and cleaner vehicles.

The economic slowdown has created a sharp downturn in the number of customers buying new cars. In an effort to boost consumer confidence, we announced a sales incentive plan in March 2009 that includes guaranteed payment protection – up to $700 a month for a full year – for U.S. customers who lose their jobs after purchasing a new Ford, Lincoln or Mercury vehicle. The Ford Advantage Plan was to take place between March 31 and June 1.

Please see the Economy section of this report for further discussion of our customers.

Diversity of Customers

Our customers are increasingly diverse. Our Insight program helps dealers better understand and serve minority customers. The program includes Web-based cultural training, in-dealership workshops and assistance in developing comprehensive multicultural strategies.

As part of our multicultural efforts, we have launched a multi-language Asian-American Web site. Meanwhile, our integrated Spanish Web site – Ford's "Mi Negocio" (My Business) – is one of the most comprehensive of its kind in the auto industry, offering a one-stop resource and outreach services in key Hispanic markets.