Environmental Sustainability Initiatives at Ford Motor Company

            
 
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Case Details:

Case Code : BECG114
Case Length : 16 Pages
Period : 2000-09
Pub Date : 2010
Teaching Note :Not Available
Organization : Ford Motor Company
Industry : Automobile
Countries : US

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"Our economic and environmental goals are aligned. In fact, we believe that the best way for us to be more profitable is to make our business and products more sustainable."1

- William Clay Ford Jr., Executive Chairman and Chairman of the Board, Ford Motor Company, in June 2009.

"Ford is committed to offering customers affordable, environmentally friendly technologies in vehicles they really want. We are focusing on sustainable technology solutions that can be used not for hundreds or thousands of cars - but for millions of cars, because that is how Ford can truly make a difference."2

- Alan R. Mulally, President and CEO, Ford Motor Company, in June 2009.

Introduction

On October 22, 2009, the US based Ford Motor Company (Ford) showcased the battery-electric vehicle (BEV) version of its new Ford Focus3 at an event named 'Inside Ford's Electrification Strategy', held in San Francisco, the US. The car was expected to be launched in the market in 2011 and Ford anticipated that it would sell up to 10,000 Focus electric cars in the first year itself. The company also announced its aim of manufacturing two million electric and gas-electric cars and trucks over the next decade. Nancy Gioia, Ford's Director of Electrifications, said at the event, "We believe climate change is real, and we need to be part of the solution."4

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1] Ford Sustainability Report, 2008-09.
2] "Ford Releases Blueprint for Sustainability," www.azocleantech.com, June 25, 2009.
3] The vehicle was to be developed in partnership with Magna International and would be based on Ford's new global Focus platform. The company expected that the car would go 100 miles on a single charge of the lithium-ion battery fitted in the car.
4] Shawn Langlois, "Ford's New Electric Chief Offers Glimpse of What's to Come," www.marketwatch.com, October 22, 2009.

 

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