Ford’s Blueprint for Sustainability…..from game plan to execution

Just recently I had the wonderful opportunity to meet with my dear friend, John Viera, Ford’s Director of Sustainable Business Strategies, for an update on where this “blueprint” stands. (If you remember, last August I was in Detroit where I got an in-depth explanation of the plan.) This time, John came to his hometown, Chicago, to give a status update, which I was delighted to hear showed positive progress on Ford’s behalf. Another point John touched on was that many of the European small cars are being introduced in the U.S., known as “global cars”, (think Fiesta), and Ford expects to have 6 global vehicles by the year 2012.

Drive Green: Go farther, Use Less

Did you know that the 2010 Ford Fusion Hybrid is North America’s most fuel-efficient midsize car? In fact, the Ford Fusion Hybrid gets better gas mileage than the Toyota Camry! (8 miles per gallon more to be exact!) After hearing all about the Fusion, John went on to discuss Ford’s electrification strategy, explaining that there are (3) phases. Currently, many Ford vehicles are equipped with the EcoBoost engine, (typically a V8 engine is replaced with a V6 EcoBoost), which is essentially an optimized version of the traditional gasoline engine. So in conclusion, the EcoBoost increases fuel efficiency and decreases CO2 emissions without compromising performance. Fabulous. They didn’t neglect the fundamentals.

In talking about the electrification strategy, John explained that phase one is the hybrid vehicle, which makes use of a gasoline engine and an electric battery, where the electric battery is charged by the engine. Phase two is the plug-in hybrid which takes the technology a bit further, and the more sophisticated electric battery is charged by plugging the vehicle in to a standard household outlet. And lastly, phase three is the [all] battery-powered electric vehicle, which makes use of a more powerful battery and is totally non-polluting. John made sure to highlight that a key part of Ford’s strategy is “affordable technology”, meaning that Ford is not only working on advancing the electric technology in vehicles, but refining the details to make it affordable for consumers. Cheers to thinking strategically!

Later that week…

On Sunday, I ventured to the suburbs where Ford held a consumer product launch event, which nonetheless complemented my visit with John. Nationwide in all the major cities, Ford introduced the new 2010 Ford Fusion, which included a hybrid model. Luckily for Ford (and me), it was a beautifully sunny day in the windy city, and I had no problems taking the Fusion Hybrid for a spin.  I must say- I was impressed! First off, for those of you that have never driven a hybrid, it’s such a weird feeling to turn on the car without the traditional “choking” sound of the engine. And then as you step on the gas, you feel as if you’re in neutral in a manual car, simply coasting along. But don’t let the glide-effect fool you- the vehicle had decent pick up and felt heavy and sturdy on the road.

Another exciting feature in the Fusion Hybrid was Ford’s SmartGauge with EcoGuide…. What, you may ask, is that? Well it’s a new technology implemented in the instrument cluster that allows drivers to optimize performance of their hybrid. It displays information like the fuel and battery power levels, average and instant miles-per-gallon, and fluctuates while the vehicle is moving so the driver can determine when (at what speed) they are driving most efficiently.

Red Carpet Treatment

And the icing on the cake? I was given VIP passes to a special American Idol season finale party, which was hosted by Ford, and Chicago’s own 103.5 Kiss FM radio station. Alright so I may not be a die-hard America Idol fan, BUT it was definitely fun to watch the finale red-carpet style, alongside a few folks from Ford who gave me another recap of the Fusion after the event. To give you a bit of background- Ford teamed up with American Idol to showcase the new Fusion. The Ford sponsorship included a sweepstakes in which attendees at the Fusion launch event were entered to win a one-off American Idol Edition Ford Fusion Hybrid. And if you hadn’t already heard, Ford generously surprised the two Idol finalists, Kris Allen and Adam Lambert, with brand new Ford Fusion hybrids! (Not bad, eh? ….well, I wouldn’t complain…)

OPERATION TEEN SAFE DRIVING…. and two thumbs up to Ford Motor Company

Did you know that in 2008, nearly 7,000 teenagers in the U.S. were killed in an automobile accident? (This is the leading cause of death among this demographic.)

That being said, in 2007 the state of Illinois took a proactive approach to the matter in conjunction with the Ford Fund and the Governors Highway Safety Association, to create and launch the campaign, “Operation Teen Safe Driving.” This is one of the nation’s most comprehensive safety campaigns, giving each participating high school a $1,000 grant to allow their students to create programs aimed to decrease the number of crashes and fatalities due to automobile accidents. As a result, the top 20 schools are granted permission to participate in Ford’s “Ride & Drive” safety clinics, sponsored by Ford Motor Company.

The 2009 “Operation Teen Safe Driving” program in Illinois included 96 participating high schools, of which 20 were deemed winners and able to participate in the hands-on Ride & Drive clinic at U.S. Cellular Arena, announced by the Ford Motor Company Fund, Governor Pat Quinn, Secretary of State Jesse White, the Illinois Department of Transportation, the Governors Highway Safety Association, and the Allstate Foundation. Winners were determined by an independent panel, after each of the 96 schools was granted $1,000 in August 2008 to create their campaigns.

The statistics are telling as a result of the second year of this program. In 2008, from January 1st to March 15, a total of 20 teenagers (16-19 years of age) lost their lives to vehicle crashes in Illinois. This year that number has decreased to 16. Since 2007, this program has helped to reduce teen automotive fatalities by over 40%.

The 2009 Illinois winning schools that participated in the Ford “Driving Skills for Life” program included:

1. De La Salle Institute Chicago, IL

2. Alan B. Shepard High School Palos Heights, IL

3. Buffalo Grove High School Buffalo Grove, IL

4. Mount Assisi High School Lemont, IL

5. Gardner-South Wilmington High School Gardner, IL

6. Romeoville High School Romeoville, IL

7. Harry D. Jacobs High School Algoquin, IL

8. Clifton Central High School Clifton, IL

9. Somonauk High School Somonauk, IL

10. Roanoke-Benson High School Roanoke, IL

11. East Peoria Community High School East Peoria, IL

12. Deer Creek Mackinaw High School Mackinaw, IL

13. Hillside Bethel Christian School Decatur, IL

14. Quincy Senior High School Quincy, IL

15. New Berlin High School New Berlin, IL

16. Cerro Gordo High School Cerro Gordo, IL

17. Griggsville-Perry High Schools Griggsville, IL

18. Gillespie High School Gillespie, IL

19. Sesser-Valier High School Sesser, IL

20. Althoff Catholic High School Belleville, IL

Kudos to Ford Motor Company for taking the initiative to encourage safe driving and make a difference amongst America’s teenagers!!!

Ford MyKey

Just recently, I had the opportunity to learn all about one of Ford’s latest innovations- “MyKey.“ While sitting inside a Mercury Milan, equipped with MyKey, I was given a demo of the product before being able to test it out myself. I’ll admit I was a bit skeptical initially, as I realized this technology gave the vehicle owner the ability to place limitations on such things as the vehicle’s top speed. However, in thinking back on my own first days of driving, I realized that if MyKey was available back then, it probably would’ve spared my parents a few gray hairs…

What is MyKey?

If you haven’t already guessed it, MyKey is a technology introduced by Ford to enhance and encourage driver safety and increase fuel efficiency, particularly amongst new [teen] drivers. As implied by its title, MyKey allows the vehicle owner to program a key to limit the vehicle’s top speed and audio volume when in use. It also encourages safety belt usage by muting the audio and chiming a warning sound until the safety belt has been secured properly. Additionally, a chime sounds when the fuel level is low, at 75 miles to empty, rather than the typical 50 miles to empty. And MyKey can be programmed to prevent the deactivation of the vehicle’s traction control system– so unless they’re Krispy Kremes, no donuts allowed.

Despite the winter wonderland outside, after hearing all about MyKey, I was able to take the Mercury Milan out for a spin to see the MyKey features in action. I realized immediately (while driving), just how MyKey encourages safer driving behavior and limits distractions. As I hit 45mph, 55mph, and then 65mph on the freeway, MyKey kicked in, sounding a warning chime that caused me to take notice of my speed. I reached maximum speed at 80mph, which also made me realize if I didn’t slow down, I’d be doomed for a speeding ticket.

In Action… on the Road

While behind the wheel, I decided to unbuckle my seatbelt for just a moment (not something I encourage) to see what would happen, and sure enough the radio muted and the warning chime again kicked in until I quickly refastened the belt. And speaking of audio, the volume was limited to maximize at 44% of the total volume. So although “loud,“ I was still very aware of my surroundings, and could hear what was going on around me on the road.

Debuting as a standard feature on the 2010 Ford Focus, MyKey will also be offered on many other Ford, Lincoln and Mercury vehicles. And not to worry, although MyKey will become standard on many vehicles, it will be offered an additional feature to the traditional key, so the vehicle owner has the option to use (or not use) the MyKey system. What will they think of next?

Your thoughts?

FLEX’n through Chicago (…and a synopsis of my Flex experience thus far)

At a first glance… when I initially saw the Ford Flex crossover back in the winter (2008), I was a bit awestruck. I didn’t particularly love the design, but I was more or less intrigued and wanted to find out what it was and which manufacturer was responsible for such a bold and daring design. The external appearance of the Flex grew on me the more I was exposed to the vehicle and had the opportunity to see the different color combinations, and customization options- from my visit to Ford headquarters in Detroit, to several dealerships thereafter, to actually being behind the wheel.

So just to bring you all up to speed if you haven’t read about my previous experiences/events regarding the Flex- I paid a visit to Detroit where I met with some of the key designers, marketing/communications and product specialist individuals, (i.e. Flex experts), where I learned everything there is to know about the Flex, and had the opportunity to get my own personal walk-around tour of the vehicle. The passion and enthusiasm for the Flex that was expressed by this dynamic group reverberated through the trip and lingered with me even after I left Detroit.

Flex Launch event at Holman Ford in Mt. Laurel, NJ

Following Ford headquarters, I ventured to the retail level, when I visited several Ford dealerships (and was warmly welcomed) for their consumer-focused Flex launch events. The parties themselves were fun, but it was most interesting to gauge the consumers’ reactions to the vehicle, see first-hand who it appealed (or didn’t appeal) to, and finally to listen to their feedback. Overall, I’ve gotta say, the general consensus was positive, met with the surprise that the Flex was produced by Ford. (I think this reaction reflects that they’re stepping up again and raising the bar in the overall quality of their products.)

Flex’n through Chicago

Last weekend I had the opportunity to take an “extended test-drive” of the 2009 Ford Flex (limited model of course), and what a great experience it was! Even though I’ve driven the Flex before, it continues to impress me. I felt more or less, like I was in a luxury vehicle, between the leather seats, the Next Generation Navigation System, SIRIUS satellite radio, and the unexpectedly smooth and quiet ride. And of course, as soon as I stepped into the Flex, I synced my phone with Ford SYNC, and “safely conversed” as I was driving. (It’s hands-free so I avoided any hassle from the Chicago PD and a costly ticket—for all they knew I was talking out-loud to myself….)

Given the monstrosity of bumper to bumper traffic during rush hour in Chicago, I was excited to use the

This is the 2009 Ford Flex Limited I drove through Chicago.

Next Generation Navigation system. No, I didn’t need a map to find my house, however, the system (using TravelLink- $6.99/mo with SIRIUS satellite subscription) gives you up-to-date information on traffic-including all incidents, be it construction or accidents. Sooo when the alert appears on the screen, you have the option to “avoid the incident” and the nav system will redirect you to another route. Fabulous, no? On the first day alone, I cut 25 minutes out of my travel time by using the system- it was great! While I was driving, I was bumping to the tunes of the Sony premium audio system, as I flip-flopped from hip-hop to oldies to Latin beats, kept up-to-date with my sports scores, and even learned something new about my thyroid on “Doctor Radio,” (and I’ll admit, I did check out the “Playboy Radio” station for a few minutes, but you can use your own imagination to figure out what they discussed on that one…)

2009 Ford Flex Limited

Being that the Flex seats 6-7 people, it’s definitely a “people mover” so I was able to chauffer various groups so they could really experience the luxurious ride that the vehicle provides. (And the taller people had no problem sitting in the second row- very comfortably I may add with their own footrests, as the Flex was rated best in class for 2nd row limousine-like leg room.) When the Flex wasn’t fully occupied by passengers, I put the 2nd and 3rd row seats down which gave me 10 feet of space to transport everything from suitcases to a grill to shopping bags, so in essence, it’s very versatile, whatever your needs may be. And get this- the 2nd row console houses a refrigerator/freezer! I don’t know about you but I always keep at least a water bottle with me when I drive. In the Flex I was able to keep several in the fridge, all of which kept ice cold as I plodded through traffic, until I reached my destination.

It’s all about the Details….

Many of you are aware that parking in Chicago is a bear, (no pun intended) but I’m lucky enough to have a [very narrow/confined] indoor structure to park my car. Reversing out of my spot is not a problem with my little RX-8, but I was initially a bit nervous with the Flex as it’s quite a bit longer and I wasn’t sure how well I’d be able to see out of the back window. To my delight there’s a sensor system on the vehicle that not only beeps as you reverse, but also includes a camera, so you can see what’s behind you on the LCD touch screen as you’re reversing! Not to worry, I backed out with ease, sans any dents or scratches.

And finally the issue of gas… although prices have dropped as of recently, it’s still a concern for most of us, including me. Given the size of the vehicle, I thought I’d end up spending a more on gas than usual, but that wasn’t the case. For the AWD Limited Flex that I drove, which gets 22mpg on the highway 16mpg in the city, (FWD model get 24mpg hwy/17mpg city), I was delighted at the reasonable cost to fill the tank with unleaded gas, and I didn’t have to hassle with a gas cap because it’s capless! And given that I could also check all nearby gas stations for the lowest prices through SIRIUS TravelLink, my wallet stayed relatively full- well, at least at the gas station.

Who’s Flex’n?

Target demographic… Ford says it’s a psychographic not a demographic market they’re reaching with the Flex. That may be the case, and I agree that it is for the person that wants to stand out from the crowd as it’s anything but traditional. However, from my experiences thus far, I found that there’s definitely a

FLEXn through Chicago: CarsDiva, Demetra Markopoulos, in front of the 2009 Ford Flex Limited in Chicago.

demographic that this crossover appeals to…

Overall, whether I was driving, parked, or stopped at a traffic light (yes indeed, I even had a guy on his bicycle ride up to ask about the Flex), I continually received the “thumbs up” sign …people were intrigued. The few that saw the Flex, were somewhat interested, and then took a ride, were impressed. So my conclusion is that you have to get the skeptics in the car to win them over.

As much as I love my little race car (Mazda RX-8), I have to admit, I was a bit saddened to return the Flex. It’s definitely a “pimp-my-ride” kind of car.  In fact, I know exactly how I’d customize my own if given the opportunity… “The Diva Flex.”   

Hmmm… I kind of like the ring of that…

Green Fleet Conference 2008

The first ever 2008 Green Fleet Conference, held in Chicago on September 15 & 16, was designed by Bobit Business Media for automotive fleet professionals, in order to educate, discuss and develop solutions to “green” their fleets.

Mike Antich, Editor & Associate Publisher, Automotive Fleet and Demetra Markopoulos

The conference kicked off with a presentation by Key Note speaker, Mike Antich, Editor & Associate Publisher, Mike Antich. He gave the audience a “Sneak Preview of Upcoming Green Fleet Vehicles,” including model line-ups from Chrysler, GM, Ford, Toyota, Honda, Nissan, Subaru, Mercedes, BMW, Mazda, Hyundai, Porsche, Volkswagen, Mitsubishi, Tesla and Zap.

Some of the highlights and/or interesting things I learned:

*The Cadillac Escalade Hybrid was the first ever, luxury hybrid.

*Ford is currently testing their “Eco-Boost” engines, which began with the Ford Explorer, known as the “America concept.” (See my interview with John Viera, Director of Sustainable Business Strategies, Ford Motor Company, to learn more about the Eco-Boost.)

*Toyota has come up with their first ever, dedicated hybrid, to debut at the 2009 Auto Show.

Patsy Brownson, Manager, Fleet Relations, Cox Enterprises, Inc. & Demetra Markopoulos

*One of the most unique/interesting concept vehicles presented was the Toyota RiN Concept, known as a “mood vehicle,” in that the ambient lighting changes color depending on the driver’s mood.

*The Mitsubishi iMiev is an “ALL” electric vehicle.

Now on to the panels…

The sessions began with a panel on what works and what doesn’t when implementing a Green Fleet Initiative, to include “best practices” shared by fleet managers on the panel. Following this panel topic, panelists, moderators and keynote speakers highlighted the cost of “going green,” driver behavior (acceptance or challenges faced), and of course, the topic that is of concern to many fleet managers- how to effectively remarket “green” or Hybrid vehicles.

Learning from Best Practices- Coca-Cola Bottling Company, Scientific Games Corporation, Genuine Parts Company, Shire Pharmaceuticals & Donlen Corporation are already greening their fleets. Representatives from these companies share their experiences.

It’s evident that global climate is changing. The EPA said that in 2007, the US is the largest producer of CO2, and the transportation sector drives 31% of the CO2 output. Each gallon of gas burned produces 19.5lbs of CO2. Panelists discussed their driving force(s) of “going green.” Josie Sharp of Shire pharmaceuticals said that Shire has established corporate policies worldwide to protect the environment. In doing so, they save $800 a vehicle. It’s important to them to educate their drivers/employees on “going green.” Coca-Cola got in the game in 2004, by purchasing 25 Toyota Priuses. This move realized both the economic and environment benefits.

GPS & Asset Tracking

Another thing that many companies have started to do is use vehicle data (via asset tracking) to prevent unauthorized fuel consumption and general vehicle use. That being said, they allow employees to work from home more often, and are working on bringing “California clean car standards” (more rigid than everywhere else) to states like Illinois. Asset tracking provides tangible data that can be used to educate management teams and other employees about the importance of “going green,” and the process to get there. Showing them proven results makes it easier for them to accept the change.

To delve further into GPS Systems, the data produced can be used to reduce idle time, manage routes more efficiently, and cut costs by cutting out unnecessary routes. Overall they prove to be cost effective by reducing fuel costs, creating general company awareness, and serving as a value added acquisition for corporate fleets.

In regards to “going green,” Josie Sharp said “it’s like hitting a home run with the bases loaded.”

And the challenge? Well, going against the “one vehicle fits all” standard. It’s a slow process to transition and gain acceptance. Some of the common push-backs/excuses that panelist shared (which I found humorous myself) were: “I can’t carry my golf clubs in the Prius.” “I can’t fit a car-seat in the Prius.” And “It’s not safe.” I think just maybe, there may be another alternative to transporting the golf clubs!

What does “Green” Mean?

GEM vehicle (Global Electric Motorcars), A Chrysler Company

I think John Dmochowsky, Sales Fleet Manager of Kraft Foods summed it up best to the question, “what does ‘green’ mean,” when he said, ‘It’s an intersection between environmental, social and economic responsibilities.” Other panelists differed in their responses as to the definition and also the evolution of the “green” initiative. One person said they thought it was a big marketing conspiracy, created by the industry, just like seatbelts. They went from being trivial to now ubiquitous.

Needless to say, regardless of the cause, what I kept hearing is that awareness is what drives the green initiative, therefore companies are emphasizing awareness not only to their employees, but also to their customers. Global [environmental policies] have, in many cases, been in effect for a number of years, however their refinement with fleet is a recent thing. For companies like Panda Restaurant, “green equates to frugality,” said KarYeng Liew. They switched to hybrids a long time ago. ADP, on the other hand, is currently working on a policy to encompass their whole company.

Thinking Outside the Box…

The hot button topic dealt with the manufacturers. What was said is that manufacturers need to do something to help the fleet managers with “greening.” It’s a matter of planning. They need to build cars that their customers need. They need to think “outside the box.” In fact, one manager pointed out that she has what [vehicles] she could get, not what she needs.

Sandra Koelzer, Corporate Fleet Manager, Apple Inc & Demetra Markopoulos

In discussing “out of the box” solutions that some companies are initiating to “green” their fleets, Liew said that the CEO of Panda Restaurant drives a Prius to work, with the mindset that in order to set the trend, you have to exemplify something that a consumer wants to embark on. Apple Inc. hosts “brown bag lunches” to discuss fleet initiatives. The common theme resonating amongst panelists though was that before making changes (especially drastic ones) you have to prep your people. The cost difference is trivial (for example, the operating cost of a Toyota Prius vs. a Ford Focus is the same.) And at the end of the day, economic responsibility is key.

What are carbon offsets? Beyond the hybrid vehicles…

A carbon offset is a financial instrument representing a reduction in greenhouse gas emissions. So for example- the carbon offsets can be used to plant trees to compensate for CO2 emissions caused by transportation. The US is currently an unregulated market (someone described it “like a stock market without the SEC.”) However the argument on the table is that 2012 there will be government regulations put in place. It’s not a matter of “if,” it’s a matter of “when.” Basically this is to say that the “green” initiative deals not only with hybrid vehicles, but encompasses other areas that can play a role in a company’s environmental and sustainability goals.

Remarketing Hybrids or “green vehicles”

A critical difference between the “standard” fleet vehicles and hybrid vehicles is that their value drops significantly once they reach a high mileage. And the panelists’ advice? Sell them quick! When it comes to reconditioning however, the rules remain the same across the board.

Fleet managers have noticed that with hybrids their buyer base is much broader. Vehicles are being shipped all over (especially Califorina), rather than being sold/picked up at their grounding location. For this reason, the Internet plays an important role in remarketing hybrids. That being said, it’s important to brand the hybrids both on the Web and of course, at the auction- i.e. to highlight them. Since the typical buyer often resorts to the Internet, it’s important to leverage the auction companies. In essence, you’re doing them a favor by offering “green” vehicles, or hybrids.

*An interesting fact that I learned regarding transporting a hybrid, is that you cannot tow a hybrid on the rear wheels. (It must be put on a flat-bed.) Towing on the rear wheels generates electricity and this excess energy can burn out the other components of the vehicle.*

And what it comes down to…

Marc Stone, National Account Manager, Fleet Operations, Mercedes-Benz USA & Demetra Markopoulos

Mike Antich summed up the conference by saying that “green is clearly a major topic and initiative for senior corporate and government management and there is a clear need for information, and we think this Green Fleet Conference helps to fill that need.” (Click here to watch my video interview with Mike Antich.)

Sustainability and green fleet initiatives have been an issue in the corporate fleet and public sector for the past several years. On the government side they’re required to implement green fleet initiatives due to regulatory mandates. I agree- the Green Fleet Conference was very comprehensive and covered everything from upcoming and existing regulations, to new [green] product models that will be introduced within the next 4-5 years, to the new area of remarketing hybrid vehicles, which are just now coming out of service. It was great to see the strong interest and quest for knowledge among the attendees, as well as the support from the top (executive levels) down to the consumers.

And of course, it will be interesting to see the transition in the coming years, particularly in the fleet sector of the auto industry, as the green initiatives become more prevalent across the board.

FLEX’n through Philly: Part 1

 

Unveiling the 2009 Ford Flex, McCafferty Ford

After my recent visit to Ford in Detroit, I thought I would “go out in field,” where it really happens, and visit a few Ford dealerships during their Flex Consumer Event, parties that dealers hosted to introduce this very unique vehicle, in a very unique way, to the general public.  Unfortunately I missed many of these as getting schedules to dealer Flex events around the country was impossible from one database or resource [Why was that? Shouldn’t there have been a single place where any consumer could go on the Web to find out about the dealer events in his/her area?  Isn’t that what social networks and social media are for?  I would assume that this would have boosted visibility and attendance, therefore, I’ll volunteer to host the schedule for any and all future auto- related consumer events.  By the way – it’s a great way for me to know how/where to attend a few…I do love a good party!]

At any rate, relying on an old friend from Philadelphia, John Possumato… (see his latest blog on the Flex by the way at www.Possumato.com), I did get information and some “Flex paraphernalia” from some of the dealers who “did it up right” in the Philly region.  You can check out my last blog on the happenings, including some pictures from Lilliston Ford in Vineland, NJ, Haldeman Ford in Hamilton Square, NJ, and C & C Ford in Horsham, PA… and with a bit of luck I should be receiving a video of the Lilliston event soon. Stay tuned!

FLEX’n with the Diva: 2 Special Invitations

I’m most excited to say though, that I eagerly received and accepted an invitation to go to two dealer

The ladies are sporting their own McCafferty Ford was Flexn with the Diva shirts!

Flex Consumer Events in person.  The first was with Jim Thomas, Steve Amabile and their crew at Springfield Ford, in Springfield, PA, on August 20th. And the second was an extra special event at McCafferty Ford in Langhorne, PA, August 22nd, with Todd Buch, Chris Bove, Lisa Markley and all the individuals that helped to create what I heard was one of the best Flex intro parties ever  …and I’m not just saying that because they had a bunch of special t-shirts made with the caricature of, well, yours truly, the CarsDiva (although that certainly made it extra special for me!)

Social Media Savvy at Springfield Ford

Springfield Ford was under construction during their Flex event- they’re doing major renovations to their facility (which I can’t wait to come back and check out when it’s finished!)  However, they did their best to throw a successful

Springfield Ford, Springfield, PA: John Gatto, Internet Sales Manager and Steve Amabile, General Sales Manager.

event in a very small section of the showroom given the circumstances.  I was more so eager to meet dealer principal Jim Thomas, and especially General Sales Manager, Steve Amabile, as Steve is very active on the Web on blogs, online networks, etc… (We actually met through a “Flex forum.”)  Steve started in the Internet Department at Springfield Ford- (one of the early pioneers in automotive Internet sales) and he had actually sold several Ford Flex vehicles through his online networking and delivered one as far away as Japan!  So that being said, I was anxious to meet him and perhaps learn a thing or two from his experience in using social media to promote the Flex for Springfield Ford.

Click here to watch my interview with Steve Amabile.

First-Class All the Way at McCafferty Ford

McCafferty Ford in Langhorne, PA, historically one of the highest volume and most consumer (female

Ford Flex Walk-Around at McCafferty Ford

especially) friendly Ford dealers in the Philladelphia region, characteristically went the extra mile to prepare for and promote their Flex party; they even announced in advance that I would be attending the event! (Check out the announcement at http://blogs.phillyburbs.com/news/bcct/cars-diva-to-visit-mccafferty.  I spoke to Chris Bove, General Sales Manager at McCafferty , prior to the event, and he enthusiastically told me about their plans, including having a DJ, hors’ devours, plenty of staff on hand to welcome the guests all building up to the “unveiling of the Flex” complete with a vehicle “walk-around” presentation.  After the “unveiling” there were plenty of vehicles available for guests to “ride and drive” and experience the impressive driving attribute of the Flex on their own.  Of course,

Consumers at McCafferty Ford, checking out the all new 2009 Ford Flex

one of the most exciting things (and surprising for me) were the exclusive shirts they made up with my caricature and the line, “McCafferty Ford was Flex’n with the Diva” – quite an honor guys!

In my opinion, the group at McCafferty Ford was really a forward-thinking crew, starting at the top with President, Todd Buch, and including the management team, Chris Bove, and Lisa Markely, Internet Sales Manager.  They all shared not only their receptive attitude, but also their eager willingness to dive into social media, particularly as it relates to the Ford Flex.  Lisa, their expert in the Internet Department, discussed with me the importance of establishing and then retaining her relationship with customers, particularly female consumers.  And from the way the the McCafferty crew interacted with the consumers at the event, many of them already loyal customers, I could see first-hand that what they said held true.

CarsDiva, Demetra Markopoulos and Chris Bove, General Sales Manager, McCafferty Ford

From what I saw at both Springfield Ford and McCafferty Ford, consumers reacted very positively to the introduction of the Flex, once they fully experienced the vehicle.  There were those who came because they loved the Flex from the get-go, and others were intrigued and wanted to learn more about it.  After a successful event at Springfield Ford and a spectacular party at McCafferty Ford, I definitely look forward to attending future dealership events, specifically at these stores – I can’t wait for my next trip back!

 Click here to see more photos from the events!

FLEX’n with the Diva: Part 1

I just got back from a trip to Detroit to visit Ford Motor Company, where I had the opportunity to sit down with a dynamic group of individuals and learn all about the new 2009 Ford Flex, got a walk-around tour of the vehicle, and then learned about Ford’s Blueprint for Sustainability. I have lots of video coming, but I thought I’d tell you a little bit about it right away.

Anthony Prozzi, Ford Designer

During the first sit down interview (think “The View”), I was joined by several Ford Execs, including Anthony Prozzi, Ford Designer (Interior Design Manager of the Flex), Kate Pearce, Ford Flex Marketing Manager, and Usha Raghavachari, Ford CUV Marketing Communications Manager, who shared their insight, expert information and passion about the Flex. Jay Ward, Ford SUV/CUV Communications Manager, later joined us for the walk-around tour of the vehicle.

What’s a Flex?

So what is the Ford Flex? Well Kate Pearce said that “it’s something really unique and different in the market.” It’s defined by Ford as a crossover, which is a vehicle that combines the best features of a car, coupled with the capabilities of an SUV. “We fundamentally believe that Flex is the next game changer for Ford. There will be nothing else like it in the marketplace,” said Kate Pearce.

Kate Pearce, Ford Flex Marketing Manager

Anthony Prozzi added that he thinks, “what makes a game changer, and a vehicle like the Flex so important is the fact that it is well designed.” (coming from a designer himself!) “In an arena with so many competitors, the thing that’s going to set you apart is obviously the way it looks…first impressions always make the lasting impression. Its looks, its overall appearance, enhanced with all the comfort and driving dynamics of it, you have not only a game changer, but you have something that’s significant and a homerun for Ford Motor Company.”

And the Flex is for…

2009 Ford Flex Limited

And who’s the target customer? Well, this time it’s not about a demographic, but a psychographic. That is, the Flex customer is someone who wants to avoid the norm and make a statement. “Our target consumer, we describe them as an attitude rather than a demographic,” said Usha Raghavachari. “We’re getting so much positive feedback from young and old, alike…we like to

Usha Raghavachari, Ford CUV Marketing Communications Manager talks to the CarsDiva about the Ford Flex customer.

describe them as people who invest in the interesting.”

In my opinion, well the vehicle is definitely interesting, and indeed, it evokes a reaction. As to what kind of reaction- well you decide! Whether you’re a fan or not, you have to admit, the Flex does draw attention. And if you’re not convinced by your first impression, give it the benefit of the doubt and check out the inside. Quite extraordinary, I must say… 

CarsDiva wearing a Haldeman Ford Flex T-shirt

As part of the new vehicle launch, Ford dealers across the country are throwing consumer parties to “unveil” the Flex. Unfortunately I missed some of them, but I was lucky enough to get a couple Flex souvenirs from the successful events hosted by my friends in the Philadelphia area- Lilliston Ford (Vineland, NJ), Haldeman Ford (Hamilton Square, NJ), and C & C Ford (Horsham, PA). And next week (August 18-22), I’ll be checking out the Flex events at Springfield Ford and McCafferty Ford.  Stay tuned…

If you’re interested in learning more…

CarsDiva wearing a Lilliston Ford t-shirt from their Flex event.

For those of you “Flex Fanatics” out there, (or for those whose interest was peaked), check out my new social network devoted to the Flex, spun out of CarsDiva.com, called FlexFans.org, which centers on the Ford Flex. And take a peak at the calendar to learn about Flex events in your area, and to see which Flex event I’ll be at next!

CarsDiva sporting a Flex t-shirt and toting a Flex bag from C & C Ford.

Videos (and more on Ford’s Blueprint for Sustainability with John Viera, Director of Sustainable Business Strategies) soon to follow!!!

From Faux Bags…to Faux Ferraris???

You’ve all heard of purse parties, where you can purchase designer hand bags at a fraction of the “designer” price tag. Granted you take the risk of the bag falling apart within a couple of weeks, but what the hec, the investment was minimal and the styles continually change from season to season.  You pay for what you get, right? But have you heard about the latest faux item? FERRARIS! Yes, that’s right—there was an article in the Wall Street Journal on February 28th, entitled “Italian Tax Police Bust Up Fake-Ferrari Ring,” that talks about how the Italian police “busted up a ring of auto-body shops across the country that were trafficking in one of the most high-end and high-priced counterfeit cars of all time.” Can you believe it? I mean bags are one thing- although a hot ticket item, they don’t equate to the price tag of a Ferrari. And I don’t know about the rest of you, but there are some things you just can’t duplicate. If I can’t have the real thing, then I don’t want some inadequate replication…. especially if involves a moving vehicle.

Not only were these “faux” Ferraris being constructed (think the interior of a used Pontiac Fiero), but people actually paid about 20,000 euros ($30,000) to purchase them! Well… some of them did, others just paid the price and never received the “package.”

According to the tax police no arrests have been made yet, although eight people are under investigation. Seven “completed” fake Ferraris were found, seven were in the process of being built, and several had already been sold. Guido Mario Geremia, head of the Palermo unit of the tax police, was quoted saying that “this was sophisticated operation that was running throughout Italy.”

Even more absurd was Geremia’s comment comparing the operation to other counterfeit scandals. He said that “there are people who buy fake Louis Vuitton and Gucci bags, so it’s not so strange that someone would buy a fake Ferrari.” I mean come on now, seriously? We’re talking about a price difference of several hundred thousand dollars! Ferrari only makes around 6,000 vehicles a year, there’s a 2-year+ waiting list, and most of the cars start at $200,000 and the price goes up from there.

Geez! Would you guys (or gals) pay the price for a fake Ferrari???

You know how I feel, but I’d be curious to hear yours thoughts…

Women of Power 2008

One of the reasons I like the car business so much is because of the interesting characters, diverse personalities and genuinely nice people that are in it.  One such person is Dr. Harold Elam (a recent CarsDiva member), who, in his most recent Automotive Insider newsletter, wrote about a few of the outstanding women car dealers and professionals in the business, entitled, Women of Power for 2008.

Dr. Elam is the founder and managing partner of We are BDC, an automotive business development firm, “dedicated to the advancement of virtual activity and how business is being done over the Web for local car dealers,” and I’ve reprinted sections of his online publication with his permission.

The very first woman highlighted, is the “Living Legend,” Mrs. Irma Elder, who has blazed the trail of achievement for many women in the car business today.  Timely enough, I had the privilege of seeing Mrs. Elder at the Jaguar/Land Rover reception this year at the 2008 NADA convention, and I can tell you first hand that she has a power, style and grace that truly does make a living legend. (And its clear I wasn’t the only one there that thought so, as she had a crowd around her all night long!).

So, with approbation to Dr. Elam, I’ve reprinted below his publication entry on Mrs. Elder, in its entirety.  Other excerpts from his Women of Power 2008 publication will follow….

  

Living Legend… A True Women Of Power

Mrs. Irma Elder is not New to Automotive Insider (A.I.) nor to our readers, but every time we compose an article where dealers have made a difference or maintain a true level of success…….Mrs. Elder’s name has always come up.  I want yo give you an idea of what happens when we select (A.I.’s) top women.  We sit around a table with our lab tops..together we search The Internet, read past issues of Automotive News and seek out women who have earned our respect on a personal level…..we then record their names and debate among ourselves why our choice should be on The Women Of Power List….Mrs. Elder was selected by ALL OF US here at (A.I.). Irma Elder is truly a multi-cultural success story for us here at (A.I.)…She was born in Xicotencalt, Mexico…and when she moved to Florida as a teen…she only spoke a few words of english.Mrs Elder was married in 1963 to the late James Elder, the founder of The Elder Dynasty.  Along with her children, friends and dedicated employees…Mrs. Elder became a trailblazer after the sudden death of her husband in 1983.  Today, the Elder Automotive Group has grown to encompass not only Elder Ford….but also luxury lines that stretch from Troy, Michigan to Tampa, Florida…….Two Thums Up!!   Mrs. Elder, You Go Girl!!! We Love You Visit Her Site Related Articles

GM Makes History…

Automotive Fleet announced on February 18th, that their 2008 Car and Truck of the year were both General Motors vehicles.  Both the Chevy Impala (3rd year in a row), and the Chevy Silverado beat out all other cars and trucks to conquer the number one spot.  GM has made history as the first auto maker to win both awards in the same year.       

Will the upward trend continue for the domestic auto giant?  Stay tuned and the CarsDiva will keep you informed….  In any case, congrats to you GM!