“Going Further”

In early 2012, we introduced a new global brand promise that exemplifies our Company’s culture and identifies what makes Ford different from our competitors. “Go Further” is much more than a tagline. It’s the pledge that we make to our colleagues, to our customers and to our communities that we are committed to innovating and delivering great products that build a stronger business and a better world.

To put this into perspective, ONE Ford is our roadmap and plan; Go Further is the promise behind our efforts. Go Further is also a way to express three characteristics that link back to our Company’s heritage: people serving people; ingenuity; and attainability. At Ford, we strive to Go Further through our interactions with our local communities, our dealers, our employees, and, of course, our customers. We’re also going further by making innovations, such as affordable fuel technologies, available to everyone – not only to a select few who can afford to pay premium prices.

Over the past year, we continued to embed Go Further into the culture of our Company, allowing us to make an even deeper emotional connection with our customers and our employees while conveying our mission in a simple and effective manner. To help create understanding and awareness within the Company, we created a new section on our Company intranet to highlight Go Further and allow employees to tell their own stories about how they Go Further every day. We included information about Go Further in our quarterly global newsletters to all employees and conducted a series of interviews with executive leaders discussing how Go Further applies to their work.

A global brand promise makes sense for a company whose products are now truly global in scope. For many decades, we acted as a regional company, with products tied to specific markets. Today, our globalized platforms, and vehicles such as the Ford Fiesta, Focus, Escape/Kuga, Fusion and C-MAX, have created a clear and consistent identity for Ford in the world marketplace, allowing us to speak to consumers in a single voice and communicate a single promise.

As we discuss in the Blueprint for Sustainability section, our ONE Ford plan, coupled with our global brand, enables us to advance our sustainability strategy while revitalizing the financial health of our Company as a whole. Our sustainability strategy and our overall ONE Ford business strategy are fundamentally linked.

Defining “Go Further”

We asked some of our people what Go Further means to them. The following are some of the responses.

I define it for myself as always putting in the extra effort, whether it’s for our team members, our customers, our dealers or the communities in which we live and work. For me, it’s an affirmation and a way to articulate what I feel about working for Ford my whole career. And these days, when I say I work for Ford, I get a positive reaction. For me, that’s further motivation to know as a company we go further and people recognize that.”

Mark Fields, Chief Operating Officer

To me, going further means always doing better and going the extra mile. It’s a mindset of appreciating where we are but not being satisfied with it. We should never, ever think that we’re ‘there,’ if you will. We can always do better – in everything that we do.”

Robert Shanks, Executive Vice President and Chief Financial Officer

It boils down to who we are and what we do and what makes Ford unique as a company. It’s a commitment to each other, to our dealers, to our customers, and to our suppliers. It’s in our DNA and it’s something that’s automatic.”

Cyndi Selke, Executive Director Human Resources, Americas and Corporate Staffs