Executive Summary

This project contains a look into the manufacturing company of Ford Motor Company. Research was
done about how the company runs business, both globally and domestically. In this report, the
company’s mission, goals, strategies, product and service portfolios, market share and profit
performance, technology and employment information are outlined. Key successes and weakness
failures are also discussed in detail.

Information about Ford’s use of computer systems and an information model for the company is also
included. The information model displays Ford’s Work System, showing which components of the
Work Organization, Control System, Industrial Relations and Human Resources Practices Ford
implements. The Business Organization, with Ford’s Business Strategy and Enterprise Organization is
also part of the model. At the end of the report, self-evaluations by team members and references can be
found

The project work includes the following contents

 Introduction of ford
 Some theories of ford
 Objectives, Research Methodology , Conclusion
 Recommendations and Limitations of the project

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 TABLE OF CONTENTS

STUDENT UNDERTAKING………………………………………………………………….3
CERTIFICATE…………………………………………………………………………………4
ACKNOWLEGMENT…………………………………………………………………………5
EXECUTIVE SUMMARY…………………………………………………………………….6

I. INTRODUCTION ……….......………………………………………………………….9

 PURPOSE OF STUDY………………………………………………………….i
 RESEARCH METHODOLOGY………………………………………………..ii

II SOME BASIC THEORIES OF FORD

 HISTORY OF FORD…………………………………………………………..13
 FORD PARTNERS……………………………………………………….……16
 HENRY FORD AND FAMILY……………………………………………….18
 LEADERS OF FORD COMPANY……………………………………………21
 COUNTRIES IN WHICH FORD OPERATES………………………………..23
 VEHICLE BRANDS: - ……………………………………………………..25
o FORD…………………………………………………………………..27
o LINCOLN……………………………………………………………...29
o MERCURY…………………………………………………………….31
o MAZDA………………………………………………………………..32
o VOLVO………………………………………………………………...34
o JAGUAR…………………………………………………………….....36

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 o LAND-ROVER………………………………………………………...38
o ASTON MARTIN ……………………………………………………..40

III. INDUSTRY PROFILE……………………………………………………………….42

 AUTOMOTIVE SERVICE OF FORD BRANDS: -……………………………43

o FORD CREDIT………………………………………………………….45
o QUALITY CARE……………………………………………………….46
o MOTORCRAFT…………………………………………………………47
o HERTZ ……………………………………………………………….....48
 PRINCIPLES OF FORD……………………………………………………..…50
 PERCPECTIVE OF FORD…………………………………………………..…52
 ACTIONS OF FORD………………………………………………………..….55
 INNOVATION: -……………………………………………………………….57
o SAFETY ………………………………………………………………..58
o ENGINE & FUEL TECHNOLOGY…………………………………....65
o DESIGN…………………………………………………………….…...73
 FORD IN INDIA…………………………………………………………….…..74
 MANUFACTURING PROCESS OF FORD IN INDIA………………………...76
 PRODUCTION FACILITY IN INDIA……………………………………...…..79
 AFFLIATES (FORD CREDIT IN INDIA)…………………………………........81
 MARKET SHARE OF FORD IKON IN INDIA………………………………...83
 VARIOUS MODELS OF FORD IKON IN INDIA……………………………...85
 J.D POWER AWARD …………………………………………………………...87

III . CONCLUSION…………………………………………………………………………..90

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IV. LIMITAIONS…………………………………………………………………………...92

V. BIBLIOGRAPHY……………………………………………………………………….94

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 INTRODUCTION

Ford Motor Company entered the business world on June 16, 1903, by Henry Ford and 11 business
associates signed the company's articles of incorporation, with $28,000 in cash. Henry Ford's
insisted that the company's future lay in the production of affordable cars for a mass market. In
1908, the first model of ford (model T) was introduced, since then company has evolved as one of
the best manufacturing concern globally in all segments.

Today company has 8 vehicle brands namely Ford, Lincoln, Mercury, Mazda, Volvo, Jaguar, Land
Rover, Aston Martin, which operates in round about 90 countries all over the world.

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 PURPOSE OF STUDY

The purpose of making this project is to Study the Marketing Strategies of Ford Udyog Limited.

The following are the areas of study:

1. Overview of the Automobile Industry

2. Ford’s Vision, Mission & Focus
3. What makes Ford different from others
4. Culture followed at Ford
5. Objectives of the Company
6. Brand Portfolio & Hierarchy
7. Factors influencing the buying behaviour of the consumers
8. Market Segmentation
9. Target Marketing
10. Strategic Goal
11. Competition available in the market
12. Business Model
13. Competitive Strategies followed
14. Sales figures
15. International Business

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 RESEARCH METHODOLOGY

Meaning of Research

Redman and Mory define research as a “systemized effort to gain new knowledge.” Some people
consider research as a movement, a movement from the known to the unknown.

Research is an academic activity and as such the term should be used in a technical sense. According to
Clifford Woody, research comprises defining and redefining problems, formulating hypothesis or
suggested solutions; collecting, organizing and evaluating data; making deductions and reaching
conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating
hypothesis.

Objectives of Research

The purpose of research is to discover answers to questions through the application of scientific
procedures. The main aim of research is to find out the truth which is hidden and which has not been
discovered as yet. Though each research study has its own specific purpose but the research objectives
can be listed into a number of broad categories, as following:-

1. To gain familiarity with a phenomenon or to achieve new insights into it. Studies with this object
in view are termed as exploratory or formulative research studies.
2. To portray accurately the characteristics of a particular individual, situation or a group. Studies
with this object in view are known as descriptive research studies.
3. To determine the frequency with which something occurs or with which it is associated with
something else. Studies with this object in view are known as diagnostic research studies.
4. To test a hypothesis of a casual relationship between variables. Such studies are known as
hypothesis-testing research studies

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 HISTORY OF FORD

The Dream Becomes a Business

Ford Motor Company entered the business world on June 16, 1903, when Henry Ford and 11
business associates signed the company's articles of incorporation. With $28,000 in cash, the
pioneering industrialists gave birth to what was to become one of the world's largest corporations.
Few companies are as closely identified with the history and development of industry and society
throughout the 20th century as Ford Motor Company.

As with most great enterprises, Ford Motor Company's beginnings were modest. The company had
anxious moments in its infancy. The earliest record of a shipment is July 20, 1903, approximately
one month after incorporation, to a Detroit physician. With the company's first sale came hope—a
young Ford Motor Company had taken its first steps.

Becoming a Global Company

In the 50's came the Thunderbird and the chance to own a part of Ford Motor Company. The
company went public and, on Feb. 24, 1956, had about 350,000 new stockholders. The company
established its North American Automotive Operations in 1971, consolidating U.S., Canadian, and
Mexican operations more than two decades ahead of the North American Free Trade Agreement

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At Ford Motor Company, we forge partnerships to better connect with our customers.
Together with companies like these, we can offer a broad range of innovative products
and services.

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COUNTRIES IN WHICH FORD OPERATES: -

 NORTH AMERICA

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  EUROPE
 ASIA PACIFIC
 CENTRAL/SOUTH AMERICA
 MIDDLE EAST
 AFRICA
 CARIBBEAN

IT COVERS AROUND 90 COUNTRIE’S ALL OVER THE WORLD.

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 Brands

Ford Motor Company offers a wealth of variety to the automotive consumer. As they celebrate their
100th anniversary, ford is in a position to appeal to the widest range of potential customers. Each of there
automotive brands has a unique personality and holds a distinct place in the Ford Motor Company family.

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Ford Lincoln Mercury Mazda

Volvo Jaguar Land Rover Aston Martin

Ford

Genuine, Progressive, Smart

It is the very first member of the Ford Motor Company family of brands; Ford offers reliable,
affordable vehicles for the world's varying lifestyles. From the Model T-the car that first brought
driving to the masses, to more recent favorites like the Taurus, Ford vehicles have been among
the world's most popular cars and trucks.

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 Brief History

Ford Motor Company began with just Ford vehicles in a wagon shop in Michigan.
Value for money has always been a top priority in developing Ford vehicles, that concern has
never compromised quality or the pursuit of quality solutions. Ford has always strived to meet
consumers' real-life requirements—from smaller cars for Europeans, to "smarter" cars for the
ever-changing environment.

At a Glance

Ford has Approximately 13,000 dealers worldwide

They have round about137 markets worldwide
Their Major competitors: DaimlerChrysler, Fiat, General Motors, Honda, Nissan, Toyota,
Volkswagen, Hyundai/Kia

Their Major customers are: Hewlett-Packard, Phillip Morris International, GlaxoSmithKline,

Astra Merck, CNE Logistics, GE, Budget, other commercial accounts, governments, and
millions of individuals

Its New Products/Services :

•Streetka
•Sportka
•Focus C-MAX Concept
•Everest
•Falcon
•Bantam
•EcoSport

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Lincoln

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Grace, Elegance, Speed

Since 1921, Lincoln has remained an American icon of unparalleled comfort and luxury.
Today, Lincoln continues to capture the essence of American spirit in both its world-class
luxury vehicles and its brand. Like the very best of classic American design, Lincoln takes an
unapologetic approach to luxury-one that embraces elegance, proportion, and a balance of
exuberance and restraint. Like Lincoln drivers, Lincoln vehicles are not willing to compromise
performance or comfort. As a result, the Lincoln driving experience is indulgence at its finest.
One has only to glance at Lincoln's luxury line-up to see.

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Brief History

Ford Motor Company acquired Lincoln Motor Company in 1922 for $8 million. Lincoln became
the first "outsider" to join the Ford family of brands and initiated Ford Motor Company's entry into
the field of luxury vehicles.

Lincoln's vehicle history is dominated mainly by a few evolving lines of luxury cars, including the
Continental, improved with each new model year to meet the brand's goal of providing "indulgence
at its finest".

At a Glance
It has1, 561 dealers worldwide
It has round about38 markets worldwide
Their Major competitors are: General Motors, DaimlerChrysler, Toyota, Nissan, Honda, BMW
Their Major customers are: Hertz, Budget, Hewlett-Packard, CNS,
Carey Limousine, Boston Coach, other commercial accounts and thousands of individuals

Its New Products/Services :

• Aviator
• Navigator
• LS
• Towncar

Mercury

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 Innovative, Expressive, Individualistic

Mercury's vehicle development continues today to strive toward the ideals of affordable luxury that
originally inspired the brand's creation

Brief History

Mercury is unique within the Ford Motor Company family as the only vehicle brand created from within
the company. In the mid-1930's, management at Ford Motor Company began to identify a gap in
product line between the economical Fords and the luxury Lincolns. Mercury was developed to fill that
gap and bring Ford Motor Company a competitive edge conceived as a balance of luxury and
affordability, Mercury has proven a versatile and enduring brand over the years

At a Glance

 It has 2,141 dealers worldwide

 They have round about 15 markets worldwide
 Their Major competitors are: General Motors, Daimler Chrysler, Toyota, Nissan, Honda,
Volkswagen
 Their Major customers are: McDonald's, Hertz, Budget, Hewlett-Packard, CNA, GE, other
commercial accounts, and thousands of individuals

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Mazda
Stylish, Insightful, Spirited
It was named after the ancient god of wisdom, Mazda is proud of its heritage of innovation in creating
distinctive vehicles for discerning drivers

Brief History

It started out as a tiny cork manufacturer called the Toyo Cork Kogyo Company in Hiroshima,
Japan, today stands as a world leader in the production of commercial and passenger vehicles.

Mazda's first work in 1931 was a 3-wheeled truck, the Mazda-Go-a striking combination of
motorcycle and automobile. All vehicles that

Followed took on the Mazda name and in 1984, the company officially changed its name to
Mazda. The intention was to help Mazda employees, and all others who came in contact with the
company's

Vehicles recognize the values of the god of wisdom and see Mazda as a leading light in the
automobile industry.

At a Glance

 It has 6,131 dealers worldwide

 They have round about148 markets worldwide
 Their Major competitors are: Toyota, Nissan, Honda, Mitsubishi, General Motors,

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 DaimlerChrysler, and Volkswagen
 Their Major customers are: Sekisui House, LDS Church, AstraZeneca, Hertz, other
commercial vehicle accounts, and thousands of individuals

Its New Products/Services:

MAZDA6/Atenza

Mazda RX-8

MAZDA2/Demio

MAZDASPEED

Volvo

Expressive, Dedicated, Safe

From the world's first 3-point seat belt to the world's first safety concept car, Volvo has set the
standard for automotive safety since 1927. Volvo's ongoing commitment to safety, the
Environment and innovation remains as strong today as it was 75 years ago.

Brief History

Volvo was born on April 14th, 1927, when the first car ÖV4, nicknamed ''Jakob'', left the

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factory in Gothenburg. The Swedish company began over a crawfish lunch between two
friends, Assar Gabrielsson and Gustaf Larson.

Volvo's first 6-cylinder car, the PV651 was introduced in 1929 and
Quickly became the standard for taxis throughout Sweden. In 1955, Volvo began exporting to
the U.S., and in 1966, the Volvo 164 was named "the world's safest car".

On March 8, 1999, Volvo shareholders approved the sale of Volvo to the Ford Motor
Company. As part of the Ford Motor Company family of brands, the new millennium started
very well with the company selling 422,100 vehicles in 2000, a record year. In 2002, the long-
awaited Volvo XC90 - Volvo's first true SUV (Sport Utility Vehicle) - was unveiled in Detroit
and won Truck of the Year in 2003.

At a Glance

It has 2,500 dealers worldwide

There are round about100 markets worldwide

Their Major competitors are: BMW, Mercedes Benz, Audi, Lexus

Their Major customers are: GlaxoSmithKline, Johnson & Johnson, Hertz, Coca-Cola, other
commercial accounts, and thousands of individuals

Its New Products/Services :

• S60 AWD
• New diesel engine
• Bi-fuel vehicles
• XC90

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Jaguar
Elegant, Sensuous, Refined
Over the decades, Jaguar has introduced a number of vehicles that have become legendary for
their beauty, design, and comfort as well as the pure driving thrills they offer. Jaguar's three
most influential vehicle

Types-premium sedans such as the XJ series, the sports car, and the sports sedan-have evolved
over the years and exemplify how the traditions the company began years ago are still very
much alive today.

Brief History

Jaguar founder William Lyons began by producing "Swallow"

Motorcycle sidecars not long after his 21st birthday in 1922. By
1945 he advanced to building new cars with high performance engines: these were the first

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Jaguars.

From early on, Jaguar's success derived from its vehicles' style and elegance as well as their
excellent value for money for that level of luxury car. Advanced engineering and superior
performance made

Jaguar a sensation in the racing world. A member of Ford Motor Company's family of vehicle
brands since 1989, Jaguar continues to flourish in the tradition that Sir William Lyons first
defined almost 80 years ago.

At a Glance

It has787 dealers worldwide

They have round about66 markets worldwide

Their Major competitors are: BMW, DaimlerChrysler (Mercedes), Toyota

(Lexus), Porsche

Their Major customers are: Johnson & Johnson, GE, BP, Hertz, other commercial
accounts, and thousands of individuals
Its New Products/Services :
XJ Saloon

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Land Rover
Adventure, Guts, Supremacy

Land Rover is a name universally identified with the definitive four-wheel-drive vehicle. Although
Land Rover is constantly enhancing and developing its products, the history behind these unique
vehicles reveals a consistency of vision - a combination of firm values and purpose-driven design.

Brief History
The first Land Rover emerged from post-war Britain in 1948—a brilliantly simple and inventive
work-focused vehicle made of aluminum. Brothers Spencer and Maurice Wilks, working for the
British car company Rover, created a new vehicle that combined utilitarian simplicity with rugged,
dependable quality.

Today, Land Rover is the only company to manufacture permanent all-wheel-drive vehicles
exclusively. This focus is perhaps one reason why Land Rover's values—Adventure, Guts, and
Supremacy—shine through in its vehicles so clearly.

Today it is sold in more than 140 countries; Land Rover has traveled from a basic utilitarian product
in 1948 to today's automotive icon. Few products can match the recognition and respect accorded to
Land Rover vehicles. But perhaps the ultimate endorsement of Land Rover values comes from the
vehicles themselves: an incredible three quarters of all Land Rovers ever to be manufactured are
still in use today.

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 At a Glance
It has 1,808 dealers worldwide
They have round about120 markets worldwide

Their Major competitors are: General Motor DaimlerChrysler Toyota, Nissan, BMW
Their Major customers are: Enterprise Rent-A-Car, Hertz, BP, and thousands of individuals
Its New Products/Services;
. Range rover

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Aston Martin
Passion, Performance, Achievement

Aston Martin is the marque for motoring enthusiasts. Its cars have never been created as simply
transportation, but as driving machines with character and soul.

Brief History
Founders Lionel Martin and Robert Bam ford built their first car in 1914 and all those that have
followed them at Aston Martin share a common belief-that sports cars should be built to the
highest standards, enjoy a distinctive, individual character, and above all, be exhilarating to drive
and own.

With the early years characterized by outstanding individual

Achievement and the spirit of pioneering endeavor, the post-war years culminated in racing
success at the highest level and the translation of those experiences into production of some of
the most beautiful road cars ever built.

Today, the name of Aston Martin and the ideals it stands for are bigger than the mere
machinations of business and that reputation is now more secure than ever.

At a Glance

It has 100 dealers worldwide

Their Major competitors are: Lamborghini, Ferrari, Porsche

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Its New Products/Services:
AMV8 Vantage Concept

DB AR1

INDUSTRY PROFILE
The automotive industry in India was de-licensed in July 1991, which put the industry on a new
growth track, attracting foreign auto giants to set up their production facilities in India to take
advantage of various benefits the latter offered. As a result, production increased manifold –
from 5.3 million units in 2001-02 to 10.8 million units in 2008-09. Other reasons that attracted
global auto manufacturers to India are – India’s huge middle class population, fast growth in
earning power, strong technological capability, and availability of trained manpower at
competitive prices. In 2008-09, the Indian automotive industry provided direct employment to
more than 300,000 people, exported auto components worth around US$2.87 billion; and its

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contribution to the GDP reached 5%. In recognition of the large contribution of automotive
industry to the national economy, the Indian government lifted the requirement of forging joint
ventures for foreign companies, and thereby leading the global players to establish their
production facilities in India.

The past few years witnessed a rapid change in all the segments of the Indian passenger vehicle
industry. International competition, increase in the number of participants, and the need to
counter pressure on margins made it a buyer’s market rather than a seller’s market. Today,
customers have an array of models to choose from. Especially the customers comprising young
adults with their rising income levels, domestic participants are quickly moving to catch up and
compete with them by investing in R&D, and improving overall efficiency. The Indian
automobile market is currently dominated by two-wheeler segment; but in future, the demand for
passenger cars and commercial vehicles will increase with industrial development and also,
because India has low vehicle presence (with passenger car stock of only around 11 per 1,000
population in 2009). Taking these factors into consideration, automobile manufacturers now
intend to provide cars in every segment with widened price range so as to reach more potential
customers.

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 PERCPECTIVE OF FORD

Corporate citizenship is a critical part of ford business at present as well as in future. Their focus has
expanded from philanthropy and community involvement to a broader look at how they use their
resources to create sustainable growth and a better world. We invite you to explore this section, which
provides the perspective of their CEO and outlines who they are and how they are integrating
sustainability their business processes.

Ford has worked with our stakeholders to develop their Business Principles, identify and address
strategic priorities and begin to develop new approaches on significant issues such as climate change
and human rights.

COMMITMENT: - Ford is committed to building great cars and trucks, and passing along a stronger
business and a better world to future generation.
ABOUT FORD: - Ford is the world’s second largest providers of cars and trucks in terms of revenues
and units sold, and one of the largest providers of automotive financial services.
MANAGEMENT STRUCTURE: -Their board of directors and senior executive committees within the
company addresses corporate citizenship risks and opportunities.
INTEGRATING SUSTAINABILITY AT FORD: - Ford business principles provide a framework for
embedding sustainability into the business over time.

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 PRINCIPLES OF FORD

Ford Motor Company is committed to creating value for their shareholders over the long term
through the delivery of excellent automotive products and services and to do so ethically and
responsibly.

These Principles guide their decisions and actions globally. As a whole, they set the standards by
which we judge themselves and by which they hope to be judged by others.

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Following are some areas in which customer can find that how ford, affect, measure, and perform: -

ACCOUNTABILITY: - Ford is honest and open model the highest standards of corporate integrity.

PRODUCTS AND CUSTOMERS: - Ford will offer excellent products and services.

ENVIROMENT: - Ford has respect to the natural environment and helps preserve it for future
generation.

SAFETY: - Ford will protect the safety and health of those who make, distribute to use their
products.

COMMUNITY: - Ford respect and contribute to the communities around the world in which we
work.

FINANCIAL HEALTH: - Ford makes their decisions with proper regard to the long-term financial
security of the company.

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 INNOVATION
SAFETY
1. AIR BAGS
AIR BAGS OF SECOND GENERATION

Second Generation air bags have been depowered to inflate with less force than previous-
generation air bags. The air bags are depowered by reducing the peak inflation pressure and/or rise
rate. Rise rate is the force and speed with which an air bag inflates, which is controlled by factors
such as type and amount of inflator gas, air bag size, and the vent design in the bag itself.

2. DRIVER DISTACTION LAB

Ford Motor Company's $10 million driving simulator laboratory helps Ford researchers study driver
workload and distraction issues related to new in-vehicle electronic devices. Ford Motor Company's $10
million driving

Simulator laboratory helps Ford researchers study driver workload and distraction issues related to new
in-vehicle electronic devices. The facility allows researchers to measure a driver's ability to cope with
common traffic situations while using cellular telephones, navigation systems, and other in-car
electronic equipment.

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This simulator is yet another tool for Ford to better identify ways to enhance telematics systems in
vehicles and improve driver safety the simulator reduces the amount of time required by Ford to
test and develop
In-vehicle electronic telematics devices and services that customers want.

Dubbed VIRTTEX for VIRTUAL Test Track experiment, the Ford Research Laboratory
simulator allows scientists to duplicate highway driving in a safe and controlled laboratory setting.

The first VIRTTEX study focused on the demand placed on a driver by various in-vehicle tasks. Ford is
using the simulator to discover better ways to measure the distraction potential of human/vehicle
interfaces of the future, and to establish a scientific basis for in-vehicle electronic human-machine
interface standards.

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VIRTTEX works by using advanced computers to create a virtual driving environment. Participants sit
behind the wheel of a specially instrumented Ford Taurus bolted inside the simulator, and drive
according to the test

Instructions. During a simulated drive, researchers can measure the driver's ability to cope with an array
of traffic situations while using in-vehicle electronic equipment.

In addition to collecting vehicle data on steering, speed control, and braking, all tests will be recorded by
five in-car "lipstick" cameras set up to monitor and record the road scene and the driver's hand, eye, and
foot movement.

The simulator also provides Ford with a world-class human factors laboratory that gives the company
improved customer insight into areas related to driving dynamics, active safety, vehicle Internet access,
automotive multimedia, and power train drivability.

On-center steering maneuvers, lane changes, and slalom comparison tests can be conducted in the
simulator as part of vehicle evaluation and testing. These tests can easily be reproduced, allowing back-
to-back comparisons to be conducted more quickly.

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Technical Look inside the Simulator

The simulator dome houses five projectors—three for the forward view and two for the rear—that rotate
with the dome and provide a 300 degree computer-generated view of the road. The driver can view 180
degrees in the forward direction, and 120 degrees rearward. The images are accompanied by digital
sound synthesizers that provide power train as well as wind and road noise for an even more realistic
driving environment.

3. Family Safety in Ford cars

Ford Motor Company made an impressive showing in the AAA and Parents magazine list of vehicles
that are best for families. AAA and Parents chose three vehicles in five categories keeping safety,
strollers, and juice boxes in mind: sedans, wagons, economy vehicles, SUVs, and minivans. Their
vehicles make up a third of the list, the biggest portion of any automotive manufacturer.

AAA and Parents test drove hundreds of vehicles and installed a variety of child seats in each one. All of
the vehicles in the final cut were top performers in crash tests conducted by the National Highway
Traffic Safety Administration (NHTSA) and the Insurance Institute for Highway Safety.

The Volvo V70 and the Ford Taurus wagon were named among the top three family vehicles in the
wagon category. Testers noted the dual-stage air bags and pedal extenders in the Taurus wagon. The
Volvo V70 wagon

Made the list because of its comfortable interior, room to haul kids and gear, and the standard side-
curtain air bag

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Volvo V70

Ford Taurus Wagon

The Volvo XC90's 17 cup holders, built-in booster seat, and anti-rollover technology
impressed reviewers enough to have them name the vehicle to the SUV list.

Mazda Protege Volvo XC90

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The Ford Expedition was noted for its nine-passenger seating and off-road handling.
The Ford Windstar was rated among the best minivans. Reviewers liked the Wind star’s safety ratings.

Ford Expedition Ford Winds

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4.Rollover Protection

Ford Motor Company will be the first to feature rollover sensors and special curtain rollover air bags on
its sport utility vehicles during the 2001 model year.
Ford scientists and engineers have been working hard to provide its truck customers with more
potentially lifesaving features and Safety Engineering. Ford have looked at the most threatening current
driving conditions and developed new technologies to improve the protection for our SUV drivers and
their families.

During the 2001 model year, Ford will offer optional new rollover sensors and inflatable side curtains on
its SUVs. This breakthrough is made possible by the latest inflatable curtain technologies as well as
advanced sensors that measure the amount of horizontal vehicle "roll" or tilt.

The roll information is processed by a central control module that can trigger necessary rollover curtain
bags in a fraction of a second—as quickly as 130 milliseconds.

The side curtain air bags will deploy through the SUV's headliner trim, helping to protect passengers in
both the front- and second-row seats.

The curtain air bags are designed to remain inflated for up to six seconds—approximately the time it
takes an average vehicle to roll over a few times. The new air bags will have fixed attachment points at
the front and rear ends of the curtain to help prevent occupants from being thrown out of the vehicle
during rollovers.

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The new inflatable curtain system also will help reduce the risk of head injuries for SUV occupants
involved in side impacts

ENGINE AND FUEL TECHNOLOGY

1. Diesel Emissions System

Ford Motor Company's patented Onboard Reductant Delivery (ORD) system, developed by Ford's
Scientific Research Lab, has earned an R&D 100 Award. Also known as "an Oscar of Invention," the
award from R&D Magazine recognizes the top new inventions in the country. Past winners include the
ATM, LCD screens, anti-lock braking syems, and the fax machine.

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The ORD system enables exhaust treatment systems to help meet stringent future diesel
emissions standards worldwide, including the U.S. Tier 2 and European Stage IV and V limits
for smog-forming emissions. The ORD system can be easily retrofitted onto existing diesel
vehicles for approximately one-tenth of the cost of existing retrofit systems.

The Ford ORD system is an air-assisted reductant injection system. Reductants, or reducing
agents, are required by almost all diesel after-treatment devices dealing with oxides of nitrogen
and particulate mater to enhance the efficiency and durability of the device. Reductants can
include fluids such as diesel fuel or urea water solutions.

To be effective, these reductants must be added quickly, as well as be delivered in precisely

measured and finely dispersed quantities. In addition, the delivery system must be able to
withstand the high temperatures and harsh environment surrounding the automobile exhaust
system. The Ford ORD system can supply any liquid form of reductant at any location needed for
these applications.

Unlike existing reductant-delivery systems, Ford's ORD system has only three components—an

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air supply, reductant injector, and a reductant reservoir. It provides a more than 75 percent
reduction in components, cost, size, weight, noise, and energy consumption when compared with
competitor products.

The demand for diesel-powered passenger cars is rising rapidly in Europe. It may also increase in
many other markets, such as the U.S., due to mounting concerns over fuel economy and global
warming. Diesel engines are significantly more fuel-efficient than gasoline engines.

2.Hydrogen Internal Combustion

The Ford Model U Concept is propelled by an internal combustion engine (ICE) that's optimized
to run on hydrogen fuel instead of gasoline. The engine is supercharged and intercooled for
maximum efficiency, power, and range. Its emission of all pollutants, including carbon dioxide,
is nearly zero, and the engine is up to 25 percent more fuel-efficient than a typical gasoline
engine.

The hydrogen ICE is a common-sense power plant that uses existing, proven technologies to
deliver the environmental benefits of a hydrogen fuel cell, but at a fraction of the complexity and
cost.

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Because hydrogen has a very wide combustion range (from 4 to 75 percent), hydrogen-fueled
engines are able to use a wider range of air/fuel mixtures than gasoline engines, and can be run in
the fuel-efficient "lean" regime without the complications of pre-ignition or "knock." It can reach
an overall efficiency of 38 percent, which is approximately 25 percent better than a gasoline
engine.

Designing a gasoline engine to burn hydrogen fuel has typically resulted in significantly lower
power output—until now. Ford researchers have shown that with supercharging, the hydrogen
ICE can deliver the same power as its gasoline counterpart and still provide near-zero-emissions
performance and high fuel economy. The centrifugal-type supercharger provides nearly 15
pounds per square inch (psi) of boost on demand.

Also, Model U uses a novel dual-stage intercooling process. After leaving the supercharger, the
intake air passes through a conventional air-to-air intercooler, then through an air conditioning-
to-air intercooler for a further reduction in temperature.

3. Modular Hybrid Transmission

The hydrogen internal combustion engine (ICE) in the Ford Model U concept is joined with an

52
advanced hybrid electric transmission technology called the Ford Modular Hybrid Transmission
System (MHTS).

The hybrid system is known as a "parallel" arrangement, which means that the Model U can
operate on either the hydrogen ICE engine or electric motor, or both for extra power.
A regenerative braking function reclaims energy that would otherwise be lost as heat, storing it
in the 300-volt, air-cooled battery pack for the next acceleration, passing maneuver, or hill climb.

When the driver comes to rest at a traffic light, the engine can automatically be switched off to
save fuel. When the accelerator is applied, the electric motor instantly starts the engine, the
clutch to the transmission engages, and the vehicle begins to pull away, all within 300
milliseconds.

MHTS provides significant increased fuel efficiency while delivering familiar performance and
drive characteristics. The technology is designed with minimal effect on the base transmission so

as to reduce complexity and cost compared to other hybrid systems. Ford Motor Company has
obtained patents on various aspects of the MHTS system.

4. Intelligent Architecture

Ford Motor Company's Research Lab, working together with key partners in the computer
industry, developed the advanced technology to make use of the information and services
already available to customers who own a PDA, cellular phone, and other devices. These
technologies offer a rich set of features to the consumer. Moreover, drivers have the safety and
ease of giving commands through both a voice-based and touch-screen system.

Applications demonstrated include:-

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•Personalization — This will allow drivers to bring their personal information into their
vehicle through a PDA, or other storage device.
•Personal Information Management — This service connects to the consumer's
PDA and makes the information it contains available to other systems in the vehicle.
•Bluetooth Technology — This will give drivers hands-free access to their PDA, cell
phone, and other devices.
•Real-time Navigation — This will provide customers with features such as accident
notifications on a travel route, service reminders, and e-coupons sent to the graphic on their
instrument panel.
•Diagnostics — This system provides an interface to the various modules that control a
vehicle. It will enable the vehicle to connect to an on-line diagnostics center.

•Software-based MP3 Player —It will present stored play lists to the driver and allow
song selection and volume adjustment by voice command.

5. Voice Recognition

With the Model U concept, Ford is bringing voice recognition technology to an amazing new
level. Advanced conversational speech interface technology simplifies the control of many
functions by allowing you to have a normal dialogue with your vehicle. A text-to-speech system
is used, but it sounds like a real person rather than a robot. Specific commands don't have to be
memorized. The voice system controls navigation, phone, entertainment, climate control, the
retractable roof, and personalization preferences.

Conversational speech interface allows you to use everyday language and flexible voice commands. If there is an
or passenger is asking for, the system will ask for more information in very simple language. For example, if an o
"Call Steve Smith," and the system finds several numbers for Steve Smith in the address book, it will list them an
dialed.

54
For climate control, the driver or front passenger can ask the Model U for different temperature
settings,fan speeds, or locations, such as the defrost setting.
The conversational speech interface has a vocabulary of over 50,000 words so far, and speaks
only when spoken to.

Model U's system can be used to configure different drivers' personalized settings—including
the typeof voice, the graphic style of the visual interface, and even favorite music.

The Bluetooth technology enabling the system to work is located within the controls of the Model
U. It works with any Bluetooth - enabled cellular phone or PDA, provided the device is turned on and
is located somewhere inside the vehicle.

6. Green Materials

The Ford Model U Concept is a realistic approach to the future, guided by a powerful, positive
vision. It follows the traditions of the Model T by being designed for the masses and addressing
social issues, specifically environmental concerns. The Model U represents how using and

55
producing personal transportation can have a positive effect on the planet instead of simply
minimizing negative effects.

The Model U is helping encourage development of materials that are safe to produce, use,
and recycle over and over again in a cradle-to-cradle cycle. These materials never become
waste, but instead are nutrients that either feed healthy soil or the manufacturing processes
without moving down the value chain.

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Eco-effective polyester is the fabric designed by Milliken and Co. to be a technical nutrient.
It can be recycled into base elements and reprocessed into material fiber again and again
without losing any performance qualities, and it is made from healthy substances. This
polyester is used inside the Model U on its seats, dash, steering wheel, headrests, door trim,
and armrests.

The Model U also uses a potential "biological nutrient" made to safely return to the
Soil to feed the next generation of resource growth called polylactide or PLA. The
fabric has the comfort and feel of natural fibers while having the performance and
Easy care of synthetics that are petroleum based.

7. Fuel Cells

As a result, ford has taken a leadership role in moving fuel cell technology from the laboratory
into vehicles on the road. Ford's P2000 and Focus FCV fuel cell electric vehicles are powered by
hydrogen, the earth's cleanest, most abundant fuel—an infinitely sustainable energy source. Fuel
cell vehicles offer the same safety, performance, and ease of use as today's combustion vehicles.

DESIGN

Ford Motor Company has been leading the automotive industry in design innovation for 100 years.
From the Model T to the GT, we're constantly striving to narrow the gap between concept and
production.

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DESIGNERS

Camilo Pardo, Chief Designer, Living Legends Studios

J Mays, Vice President of Global Design

Joseph Baker, Chief Designer of the 427 is redefining the word "sedan"
. 2. DATA ANALYSIS
Research Methodology

Research Design

1. Data design

Data design consists of two parts first part is preparing instrument for the

Collection of data & the second part is to Revision of instrument.

2. Instrument Design:

Data is designed through questionnaire method, is used as the instrument for the Collection of the data.
Related questions were asked to respondents. And getting their views about after sales service . Hence
the data collection instrument is survey (Questionnaire) method.

3. Instrument Revision:

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There are around 13 questions were prepared to ask the respondent to get actual information about the
topic. Related question were asked to know the, After sales service provided by car companies and
satisfaction level of the consumers.

DATA COLLECTION

Method adopted for the data collection is survey method. I asked questions related to the subject and
collected their responses by personal or impersonal means. Here the data was collected through various
respondents who are using Maruti, Hyundai, and Tata Motors cars.
Hence questionnaire was formed, and data is collected from respondents about their satisfaction about
the service provided by car companies.

Primary data and secondary data are collected through various sources. Like….

Primary data:

 Existing car users

 Dealers and service stations

Secondary data:

 Internet
 Magazines
 Newspapers

INSTANT FEEDBACK FORM

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Objectives:

 To know the efficiency of Service Center

 To check the Quality Level of Service

 To check the impact of Price

 To check the level of Customer Satisfaction

Methodology:

The methodology used in this phase was based on printed questionnaire meant especially for the Vehicle

Owners. The questions were framed keeping in view the objectives of the survey it was more or less

observational in nature.

Target segment

The chosen target segment for the survey was the following:

 Accidental Cases

 Regular Checkup Customer

 Faulty Vehicle owners

Basically the idea was to cover the Dealers from various zones to get their overall views regarding

Service

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Data Collection:

The survey method was used to collect the data. The data collection period was done for a period of

seven days. This included taking responses for the dealer questionnaire. A sample size of 100 Customers

was taken for the analysis.

POST SERVICE FOLLOWUP QUESTIONNAIRE

Objectives:

 To know the efficiency of Service Center

 To check the Quality Level of Service

 To check the level of Customer Satisfaction.

 To know Overall Performance of the company

 To check the loyalty of the customer.

 To identify Potential customer.

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62
 FORD IN INDIA

Ford has invested heavily in India, with a Rs. 1700 crores integrated manufacturing plant at Maraimalai
Nagar, equipped with state-of-the-art Ford technology and employing 1,000 people. However as much
as it cares about giving you the finest in automobiles, it also cares about the world it live in. ford is
committed to making a difference - for us and for future generations.

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64
 MANUFACTURING PROCESS OF FORD
IN INDIA

Ford is a 6-Sigma company.

Each and Every step of every process is planned to perfection.

1. STAMPING

There are round about 29 major body panels created here

• Its Semi-automatic press line moulds blank sheets into various body

    parts
  • Thorough checks for perfection in dimensions and surface quality.

2. BODYSHOP

Than Bare body parts come together

65
  • Its Entire shell checked with military precision for dimensions
  • Subjected to stresses to check quality of welding

3. PAINT SHOP

11-stage pre-treatment and 6-stage electro coat process

  • Its Cutting-edge technology creates a finish that's unaffected by rain or sunshine

  • Painting so complete that even underside gets full PVC coating

    for corrosion protection
  • Baking done to Ford's global paint specifications

4. TCF
Breathing life into Ford cars

  • Interiors taken care of, before doors and seats come on in Trim
    zone
• In Chassis area, professionals use high power tools to fit in engine,
    front suspension, bumpers etc.
• Once nuts and bolts are tightened to perfection, the car gets its
   wheels
  • Rolls into final line for remaining parts and filling of fluids

5. QUALITY TESTING

Not even the smallest concern gets past the Quality Control Team • Its Stringent testing
ensures every car is at its best, even in trying 

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    conditions.

67
 PRODUCTION FACILITY IN
INDIA

THE PLANT EQUIPPED WITH ADVANCE MANUFACTURING TECHNOLOGY FROM FORD,

IT ALMOST COVERS 350 ACERS ,IT ALSO PROVIDES EMPLOYMENT TO 22,000 PEOPLE
AND HAS A CAPACITY TO MANUFACTURE UP TO 1,00,000 VEHICLES PER ANNUM.

68
 

69
 AFFILIATES

Ford Credit India

Ford Credit is the finance arm of Ford Motor Company.

With operations in over 36 countries and over US $ 145 billion in assets, Ford Credit is the largest
dedicated automotive finance company in the world. It services over 11,400 dealers and 8.5
million customers worldwide. Today, Ford Credit finances a vehicle somewhere in the world on an
average of every seven seconds. With attractive and innovative financial products, Ford Credit India
has, over the last three years, financed more than one in three Ford vehicles seen on Indian roads.

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71
MARKET SHARE OF FORD IKON IN INDIA

Ford India is significantly increasing its presence in the Indian market by setting up fully integrated sales
and service outlets across the country to offer a wide range of auto services to customers.

Ford India has crossed the 40,000 milestone with total sales of 42,002 Ford IKONs since launch. In May
2001, Ford India recorded sales of 3475 Ford IKONs, including 1495 cars sold in the domestic market
and exports of 1980 Ford IKON CKDs. The May 2001 sales reflect a robust growth of 105 per cent over
May 2000 sales.

In the calendar year 2001, Ford India has registered sales of 17, 560 Ford IKONs, including domestic
sales of 7980 Ford IKONs and export of 9,580 Ford IKON CKDs. 

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The Ford IKON's market share has leaped to 25 percent in the midsize segment. Ford India is well on its
way to achieve the annual sales target of 40,000 Ford IKONs for the year 2001.

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 VARIOUS MODELS OF
‘FORD IKON’ IN INDIA

Ford Escort 1.6 Zetec: - Petrol, Power assisted steering.

Ford Ikon 1.3 Clxi PS: - Petrol, Euro 2, Power Steering.

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Ford Ikon 1.3 Exi: - Petrol, Euro 2 *.

Ford Ikon 1.6 Zxi :-  Petrol, Euro 2 *.

Ford Ikon 1.8 Zxi: -   Diesel, Euro 2, Fully Loaded.

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FORD WIN J.D POWER AWARD AGAIN

76
77
Once again the josh machine has set the standards in its categories. The ford Ikon ranked the “BEST
ENTRY MIDSIZE CAR” in J.D power Asia pacific 2001 India initial quality study.

And the people who ranked the ford Ikon no. 1 were the people most qualified to judge.

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 Conclusion

The ford Ikon ranked the “BEST ENTRY MIDSIZE CAR” in J.D power Asia pacific 2001 India initial
quality study. And the people who ranked the ford Ikon no. 1 were the people most qualified to judge.

Ford India is significantly increasing its presence in the Indian market by setting up fully integrated sales
and service outlets across the country to offer a wide range of auto services to customers.

79
The Ford IKON's market share has leaped to 25 percent in the midsize segment. Ford India is well on its
way to achieve the annual sales target of 40,000 Ford IKONs for the year 2001.

The company established its North American Automotive Operations in 1971, consolidating U.S.,
Canadian, and Mexican operations more than two decades ahead of the North American Free Trade
Agreement.

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LIMITATIONS OF STUDY

The study faced some limitations which made it difficult to rely on the information extracted.
Some of the constraints are as follows:

81
1. TIME CONSTRAINT:-The time available for the study was limited because of which the
information available might not be complete in all sense.

2. KNOWLEDGE CONSTRAINT:-There was a lack of proper knowledge about the subject and
the company under study, therefore, there might be some information missing.

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 BIBLIOGRAPHY

BOOKS

 Chhabra T.N., Grover S.K., Marketing Management, 4th edition, 2004, Dhanpat Rai & Co., New
Delhi

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  Kothari C. R, Research Methodology, 5th edition, 2007, New Age International(P) Ltd., New
Delhi
 Kotler Philips, Marketing Management Analysis, Planning Implementation & Control Edition
1998, Prentice hall of India Ltd., New Delhi

, MAGAZINES & NEWSPAPERS

 Sanghvi Vir, “Today should be better than Yesterday and Tomorrow should be better than
Today”, The Hindustan Times, 14th Aug
 Khattar K.N., “Maruti-build it into the product", Auto Expo, 15-22 July 2009, Pg No-51

WEBLIOGRAPHY

 ZigWheels.com/FordCars     
 www.autoindia.com
 www.DriveInside.com     
 www.ford.com

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