Customers

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

Also, as the marketplace becomes more diverse, we aim to better understand and serve our full range of customers. As part of our multicultural efforts, Ford has dedicated efforts to market Ford and Lincoln products to African-American and Hispanic customers. Ford has Spanish advertising programs targeting the U.S. Hispanic market. Ford has also been a leader in the development of in-language, internet-based advertising programs. Our Spanish website, es.ford.com, is one of the most extensive in the industry. And, we were among one of the first to utilize Google with Spanish search programs.

This section discusses how we engage with customers, understand customer needs and build customer awareness of our products.