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. performance, technology and employment information are outlined. 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 In this report, the company’s mission, goals, strategies, product and service portfolios, market share and profit Key successes and weakness

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 o LAND-ROVER………………………………………………………...38 2

o ASTON MARTIN ……………………………………………………..40

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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

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

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.92 BIBLIOGRAPHY……………………………………………………………………….IV. V. LIMITAIONS………………………………………………………………………….94 4 ..

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Mazda. by Henry Ford and 11 business associates signed the company's articles of incorporation.INTRODUCTION Ford Motor Company entered the business world on June 16.000 in cash. In 1908. 6 . 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. Aston Martin. Henry Ford's insisted that the company's future lay in the production of affordable cars for a mass market. 1903. which operates in round about 90 countries all over the world. Land Rover. Lincoln. Jaguar. with $28. Mercury. Volvo. Today company has 8 vehicle brands namely Ford.

Competitive Strategies followed 14. Competition available in the market 12. Culture followed at Ford 5. The following are the areas of study: 1. Market Segmentation 9. Ford’s Vision. Overview of the Automobile Industry 2. Mission & Focus 3. Business Model 13. Strategic Goal 11. Target Marketing 10.PURPOSE OF STUDY The purpose of making this project is to Study the Marketing Strategies of Ford Udyog Limited. What makes Ford different from others 4. Sales figures 15. Factors influencing the buying behaviour of the consumers 8. Brand Portfolio & Hierarchy 7. International Business 7 . Objectives of the Company 6.

Such studies are known as hypothesis-testing research studies 8 . making deductions and reaching conclusions. To determine the frequency with which something occurs or with which it is associated with something else. Though each research study has its own specific purpose but the research objectives can be listed into a number of broad categories. organizing and evaluating data. collecting. Research is an academic activity and as such the term should be used in a technical sense. To gain familiarity with a phenomenon or to achieve new insights into it. formulating hypothesis or suggested solutions. Studies with this object in view are known as diagnostic research studies. According to Clifford Woody. Studies with this object in view are termed as exploratory or formulative research studies.” Some people consider research as a movement. Objectives of Research The purpose of research is to discover answers to questions through the application of scientific procedures.RESEARCH METHODOLOGY Meaning of Research Redman and Mory define research as a “systemized effort to gain new knowledge. research comprises defining and redefining problems. a movement from the known to the unknown. Studies with this object in view are known as descriptive research studies. 4. and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. 2. To portray accurately the characteristics of a particular individual. situation or a group. 3. as following:1. To test a hypothesis of a casual relationship between variables.

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The earliest record of a shipment is July 20. With $28. and Mexican operations more than two decades ahead of the North American Free Trade Agreement 10 . 1903. The company had anxious moments in its infancy.000 in cash. Canadian. when Henry Ford and 11 business associates signed the company's articles of incorporation. As with most great enterprises. approximately one month after incorporation. 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 established its North American Automotive Operations in 1971. 24. Few companies are as closely identified with the history and development of industry and society throughout the 20th century as Ford Motor Company.. The company went public and. the pioneering industrialists gave birth to what was to become one of the world's largest corporations.S. 1956. consolidating U. to a Detroit physician. 1903. Ford Motor Company's beginnings were modest. had about 350. on Feb.000 new stockholders.HISTORY OF FORD The Dream Becomes a Business Ford Motor Company entered the business world on June 16.

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COUNTRIES IN WHICH FORD OPERATES:  NORTH AMERICA  EUROPE  ASIA PACIFIC  CENTRAL/SOUTH AMERICA  MIDDLE EAST  AFRICA  CARIBBEAN IT COVERS AROUND 90 COUNTRIE’S ALL OVER THE WORLD. 12 .

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Brands Ford Motor Company offers a wealth of variety to the automotive consumer. Ford Lincoln Mercury Mazda Volvo Jaguar Land Rover Aston Martin Ford 14 . 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.

Fiat. Nissan. Astra Merck. to "smarter" cars for the ever-changing environment. Ford has always strived to meet consumers' real-life requirements—from smaller cars for Europeans. GlaxoSmithKline. Volkswagen. Phillip Morris International. Ford offers reliable. Hyundai/Kia Their Major customers are: Hewlett-Packard. and millions of individuals Its New Products/Services : •Streetka •Sportka 15 . Toyota. governments. Value for money has always been a top priority in developing Ford vehicles. Brief History Ford Motor Company began with just Ford vehicles in a wagon shop in Michigan. Budget. From the Model T-the car that first brought driving to the masses. Honda.Genuine. CNE Logistics. affordable vehicles for the world's varying lifestyles. Smart It is the very first member of the Ford Motor Company family of brands. Progressive. that concern has never compromised quality or the pursuit of quality solutions. General Motors. to more recent favorites like the Taurus. At a Glance Ford has Approximately 13. Ford vehicles have been among the world's most popular cars and trucks. other commercial accounts. GE.000 dealers worldwide They have round about137 markets worldwide Their Major competitors: DaimlerChrysler.

•Focus C-MAX Concept •Everest •Falcon •Bantam •EcoSport Lincoln 16 .

As a result. Today. Like the very best of classic American design. Speed Since 1921. proportion. One has only to glance at Lincoln's luxury line-up to see. Like Lincoln drivers. Lincoln vehicles are not willing to compromise performance or comfort. Lincoln continues to capture the essence of American spirit in both its world-class luxury vehicles and its brand. Lincoln has remained an American icon of unparalleled comfort and luxury. and a balance of exuberance and restraint. Elegance. Lincoln takes an unapologetic approach to luxury-one that embraces elegance.Grace. 17 . the Lincoln driving experience is indulgence at its finest.

Budget. improved with each new model year to meet the brand's goal of providing "indulgence at its finest". other commercial accounts and thousands of individuals Its New Products/Services : • Aviator • Navigator • LS • Towncar Mercury Innovative. Carey Limousine. CNS. including the Continental. DaimlerChrysler. 561 dealers worldwide It has round about38 markets worldwide Their Major competitors are: General Motors. 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. At a Glance It has1. Lincoln's vehicle history is dominated mainly by a few evolving lines of luxury cars. Hewlett-Packard. Toyota. Boston Coach. Individualistic 18 . BMW Their Major customers are: Hertz. Honda. Nissan.Brief History Ford Motor Company acquired Lincoln Motor Company in 1922 for $8 million. Expressive.

and thousands of individuals Mazda 19 . Hewlett-Packard. other commercial accounts. Nissan. CNA. Hertz. GE. Honda. Toyota. Mercury has proven a versatile and enduring brand over the years At a Glance  It has 2.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. Volkswagen  Their Major customers are: McDonald's. In the mid-1930's.141 dealers worldwide  They have round about 15 markets worldwide  Their Major competitors are: General Motors. Budget. Daimler Chrysler. 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.

Insightful. 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. Mitsubishi. Honda. Japan. the company officially changed its name to Mazda. Nissan. and Volkswagen  Their Major customers are: Sekisui House. other commercial vehicle accounts. and thousands of individuals 20 . AstraZeneca. 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. At a Glance  It has 6. General Motors. Hertz. Mazda's first work in 1931 was a 3-wheeled truck. Spirited It was named after the ancient god of wisdom. The intention was to help Mazda employees. today stands as a world leader in the production of commercial and passenger vehicles. DaimlerChrysler. the Mazda-Go-a striking combination of motorcycle and automobile. LDS Church.131 dealers worldwide  They have round about148 markets worldwide  Their Major competitors are: Toyota. All vehicles that Followed took on the Mazda name and in 1984.Stylish.

The Swedish company began over a crawfish lunch between two friends. Assar Gabrielsson and Gustaf Larson.Its New Products/Services: MAZDA6/Atenza Mazda RX-8 MAZDA2/Demio MAZDASPEED Volvo Expressive. nicknamed ''Jakob''. left the factory in Gothenburg. Dedicated. Volvo has set the standard for automotive safety since 1927. the Environment and innovation remains as strong today as it was 75 years ago. Safe From the world's first 3-point seat belt to the world's first safety concept car. 21 . Volvo's ongoing commitment to safety. when the first car ÖV4. 1927. Brief History Volvo was born on April 14th.

Volvo's first 6-cylinder car. a record year. the PV651 was introduced in 1929 and Quickly became the standard for taxis throughout Sweden. In 1955.Volvo's first true SUV (Sport Utility Vehicle) . Volvo began exporting to the U. and in 1966. Lexus Their Major customers are: GlaxoSmithKline. Johnson & Johnson.was unveiled in Detroit and won Truck of the Year in 2003. On March 8. other commercial accounts.500 dealers worldwide There are round about100 markets worldwide Their Major competitors are: BMW.100 vehicles in 2000. Audi. At a Glance It has 2.. the new millennium started very well with the company selling 422. In 2002. and thousands of individuals Its New Products/Services : • S60 AWD • New diesel engine • Bi-fuel vehicles • XC90 22 .S. Coca-Cola. Mercedes Benz. Hertz. 1999. As part of the Ford Motor Company family of brands. Volvo shareholders approved the sale of Volvo to the Ford Motor Company. the longawaited Volvo XC90 . the Volvo 164 was named "the world's safest car".

From early on. and comfort as well as the pure driving thrills they offer. design. Brief History Jaguar founder William Lyons began by producing "Swallow" Motorcycle sidecars not long after his 21st birthday in 1922. the sports car. Sensuous. Jaguar's success derived from its vehicles' style and elegance as well as their 23 .Jaguar Elegant. By 1945 he advanced to building new cars with high performance engines: these were the first Jaguars. Jaguar's three most influential vehicle Types-premium sedans such as the XJ series. Jaguar has introduced a number of vehicles that have become legendary for their beauty. Refined Over the decades. 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.

Advanced engineering and superior performance made Jaguar a sensation in the racing world. Jaguar continues to flourish in the tradition that Sir William Lyons first defined almost 80 years ago. A member of Ford Motor Company's family of vehicle brands since 1989. Toyota (Lexus). Porsche Their Major customers are: Johnson & Johnson. At a Glance It has787 dealers worldwide They have round about66 markets worldwide Their Major competitors are: BMW.excellent value for money for that level of luxury car. GE. BP. other commercial accounts. DaimlerChrysler (Mercedes). and thousands of individuals Its New Products/Services : XJ Saloon 24 . Hertz.

created a new vehicle that combined utilitarian simplicity with rugged. dependable quality. Land Rover is the only company to manufacture permanent all-wheel-drive vehicles exclusively.Land Rover Adventure. Today it is sold in more than 140 countries. the history behind these unique vehicles reveals a consistency of vision . Land Rover has traveled from a basic utilitarian product in 1948 to today's automotive icon. Brief History The first Land Rover emerged from post-war Britain in 1948—a brilliantly simple and inventive work-focused vehicle made of aluminum. working for the British car company Rover. Supremacy Land Rover is a name universally identified with the definitive four-wheel-drive vehicle.a combination of firm values and purpose-driven design. 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. and Supremacy—shine through in its vehicles so clearly. Guts. Few products can match the recognition and respect accorded to Land Rover vehicles.808 dealers worldwide 25 . Brothers Spencer and Maurice Wilks. Today. This focus is perhaps one reason why Land Rover's values—Adventure. Guts. At a Glance It has 1. Although Land Rover is constantly enhancing and developing its products.

Nissan. Hertz. Performance. . BMW Their Major customers are: Enterprise Rent-A-Car. Range rover Aston Martin Passion. and thousands of individuals Its New Products/Services. BP. Its cars have never been created as simply 26 .They have round about120 markets worldwide Their Major competitors are: General Motor DaimlerChrysler Toyota. Achievement Aston Martin is the marque for motoring enthusiasts.

and above all. individual character. At a Glance It has 100 dealers worldwide Their Major competitors are: Lamborghini. 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. 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. be exhilarating to drive and own. enjoy a distinctive. Ferrari.transportation. Porsche Its New Products/Services: AMV8 Vantage Concept DB AR1 27 . 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. but as driving machines with character and soul.

In recognition of the large contribution of automotive industry to the national economy.87 billion.INDUSTRY PROFILE The automotive industry in India was de-licensed in July 1991. attracting foreign auto giants to set up their production facilities in India to take advantage of various benefits the latter offered. production increased manifold – from 5. and thereby leading the global players to establish their production facilities in India. exported auto components worth around US$2. Other reasons that attracted global auto manufacturers to India are – India’s huge middle class population. fast growth in earning power. 28 .8 million units in 2008-09. which put the industry on a new growth track. As a result. the Indian government lifted the requirement of forging joint ventures for foreign companies. the Indian automotive industry provided direct employment to more than 300.3 million units in 2001-02 to 10. and availability of trained manpower at competitive prices. strong technological capability. and its contribution to the GDP reached 5%. In 2008-09.000 people.

automobile manufacturers now intend to provide cars in every segment with widened price range so as to reach more potential customers. because India has low vehicle presence (with passenger car stock of only around 11 per 1. The Indian automobile market is currently dominated by two-wheeler segment. and improving overall efficiency. 29 . the demand for passenger cars and commercial vehicles will increase with industrial development and also. International competition. Taking these factors into consideration. increase in the number of participants. but in future. Today. Especially the customers comprising young adults with their rising income levels. and the need to counter pressure on margins made it a buyer’s market rather than a seller’s market. customers have an array of models to choose from.The past few years witnessed a rapid change in all the segments of the Indian passenger vehicle industry. domestic participants are quickly moving to catch up and compete with them by investing in R&D.000 population in 2009).

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Ford has worked with our stakeholders to develop their Business Principles. COMMITMENT: . and passing along a stronger business and a better world to future generation. and one of the largest providers of automotive financial services.Ford business principles provide a framework for embedding sustainability into the business over time. identify and address strategic priorities and begin to develop new approaches on significant issues such as climate change and human rights.Ford is the world’s second largest providers of cars and trucks in terms of revenues and units sold. which provides the perspective of their CEO and outlines who they are and how they are integrating sustainability their business processes. We invite you to explore this section. MANAGEMENT STRUCTURE: -Their board of directors and senior executive committees within the company addresses corporate citizenship risks and opportunities. INTEGRATING SUSTAINABILITY AT FORD: .PERCPECTIVE OF FORD Corporate citizenship is a critical part of ford business at present as well as in future. ABOUT FORD: . 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. 32 .Ford is committed to building great cars and trucks.

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These Principles guide their decisions and actions globally. 34 .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. As a whole. they set the standards by which we judge themselves and by which they hope to be judged by others.

PRODUCTS AND CUSTOMERS: .Ford has respect to the natural environment and helps preserve it for future generation. and perform: - ACCOUNTABILITY: .Ford is honest and open model the highest standards of corporate integrity.Following are some areas in which customer can find that how ford.Ford respect and contribute to the communities around the world in which we work. measure. affect. distribute to use their products. SAFETY: . 35 . ENVIROMENT: .Ford will protect the safety and health of those who make.Ford makes their decisions with proper regard to the long-term financial security of the company.Ford will offer excellent products and services. FINANCIAL HEALTH: . COMMUNITY: .

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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. air bag size. 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. AIR BAGS AIR BAGS OF SECOND GENERATION Second Generation air bags have been depowered to inflate with less force than previousgeneration air bags. 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. 38 . which is controlled by factors such as type and amount of inflator gas. and other in-car electronic equipment. The facility allows researchers to measure a driver's ability to cope with common traffic situations while using cellular telephones. and the vent design in the bag itself. navigation systems.INNOVATION SAFETY 1.

39 .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. and to establish a scientific basis for in-vehicle electronic human-machine interface standards. 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.

In addition to collecting vehicle data on steering. Participants sit behind the wheel of a specially instrumented Ford Taurus bolted inside the simulator. 40 . During a simulated drive. These tests can easily be reproduced. and drive according to the test Instructions. automotive multimedia. 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. vehicle Internet access. On-center steering maneuvers. and foot movement. allowing backto-back comparisons to be conducted more quickly. lane changes. researchers can measure the driver's ability to cope with an array of traffic situations while using in-vehicle electronic equipment. and power train drivability. speed control. active safety. 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.VIRTTEX works by using advanced computers to create a virtual driving environment. eye. and slalom comparison tests can be conducted in the simulator as part of vehicle evaluation and testing.

and minivans. SUVs. and juice boxes in mind: sedans. wagons. The driver can view 180 degrees in the forward direction. room to haul kids and gear. 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. The Volvo V70 and the Ford Taurus wagon were named among the top three family vehicles in the wagon category. and the standard sidecurtain air bag 41 . Their vehicles make up a third of the list. and 120 degrees rearward. The Volvo V70 wagon Made the list because of its comfortable interior. Testers noted the dual-stage air bags and pedal extenders in the Taurus wagon. 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 biggest portion of any automotive manufacturer. 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. strollers. AAA and Parents test drove hundreds of vehicles and installed a variety of child seats in each one.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. economy vehicles. AAA and Parents chose three vehicles in five categories keeping safety.

Volvo V70 Ford Taurus Wagon The Volvo XC90's 17 cup holders. and anti-rollover technology impressed reviewers enough to have them name the vehicle to the SUV list. built-in booster seat. Mazda Protege Volvo XC90 42 .

The Ford Windstar was rated among the best minivans. Reviewers liked the Wind star’s safety ratings.The Ford Expedition was noted for its nine-passenger seating and off-road handling. Ford Expedition Ford Winds 43 .

During the 2001 model year. 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.and second-row seats.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 have looked at the most threatening current driving conditions and developed new technologies to improve the protection for our SUV drivers and their families. 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 new inflatable curtain system also will help reduce the risk of head injuries for SUV occupants involved in side impacts 44 . The side curtain air bags will deploy through the SUV's headliner trim. Ford will offer optional new rollover sensors and inflatable side curtains on its SUVs.4. Ford scientists and engineers have been working hard to provide its truck customers with more potentially lifesaving features and Safety Engineering. helping to protect passengers in both the front. 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.

has earned an R&D 100 Award. Tier 2 and European Stage IV and V limits for smog-forming emissions. 45 .S. The ORD system can be easily retrofitted onto existing diesel vehicles for approximately one-tenth of the cost of existing retrofit systems. The ORD system enables exhaust treatment systems to help meet stringent future diesel emissions standards worldwide. including the U. and the fax machine.ENGINE AND FUEL TECHNOLOGY Diesel Emissions System Ford Motor Company's patented Onboard Reductant Delivery (ORD) system. Also known as "an Oscar of Invention. anti-lock braking syems. Past winners include the ATM. LCD screens. developed by Ford's Scientific Research Lab." the award from R&D Magazine recognizes the top new inventions in the country.

2. and a reductant reservoir. weight. these reductants must be added quickly. Reductants. In addition. as well as be delivered in precisely measured and finely dispersed quantities. cost. and energy consumption when compared with competitor products. Unlike existing reductant-delivery systems. The Ford ORD system can supply any liquid form of reductant at any location needed for these applications. size. It provides a more than 75 percent reduction in components. It may also increase in many other markets. 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. Ford's ORD system has only three components—an air supply. Reductants can include fluids such as diesel fuel or urea water solutions.The Ford ORD system is an air-assisted reductant injection system. Diesel engines are significantly more fuel-efficient than gasoline engines. To be effective. due to mounting concerns over fuel economy and global warming. the delivery system must be able to withstand the high temperatures and harsh environment surrounding the automobile exhaust system.S. or reducing agents. noise. reductant injector.Hydrogen Internal Combustion 46 . The demand for diesel-powered passenger cars is rising rapidly in Europe.. such as the U.

power. and can be run in the fuel-efficient "lean" regime without the complications of pre-ignition or "knock. Because hydrogen has a very wide combustion range (from 4 to 75 percent). The engine is supercharged and intercooled for maximum efficiency. Designing a gasoline engine to burn hydrogen fuel has typically resulted in significantly lower power output—until now. but at a fraction of the complexity and cost.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 hydrogen ICE is a common-sense power plant that uses existing. is nearly zero. hydrogen-fueled engines are able to use a wider range of air/fuel mixtures than gasoline engines. Ford researchers have shown that with supercharging. and the engine is up to 25 percent more fuel-efficient than a typical gasoline engine. the hydrogen ICE can deliver the same power as its gasoline counterpart and still provide near-zero-emissions 47 . proven technologies to deliver the environmental benefits of a hydrogen fuel cell. and range. including carbon dioxide. which is approximately 25 percent better than a gasoline engine. Its emission of all pollutants." It can reach an overall efficiency of 38 percent.

or both for extra power. then through an air conditioningto-air intercooler for a further reduction in temperature. When the driver comes to rest at a traffic light. A regenerative braking function reclaims energy that would otherwise be lost as heat. the clutch to the transmission engages. 3. When the accelerator is applied. The centrifugal-type supercharger provides nearly 15 pounds per square inch (psi) of boost on demand. air-cooled battery pack for the next acceleration. The technology is designed with minimal effect on the base transmission so as to reduce complexity and cost compared to other hybrid systems. or hill climb. 48 . MHTS provides significant increased fuel efficiency while delivering familiar performance and drive characteristics. Modular Hybrid Transmission The hydrogen internal combustion engine (ICE) in the Ford Model U concept is joined with an advanced hybrid electric transmission technology called the Ford Modular Hybrid Transmission System (MHTS). which means that the Model U can operate on either the hydrogen ICE engine or electric motor. Model U uses a novel dual-stage intercooling process. passing maneuver. and the vehicle begins to pull away. Also. storing it in the 300-volt. After leaving the supercharger. the intake air passes through a conventional air-to-air intercooler. all within 300 milliseconds. Ford Motor Company has obtained patents on various aspects of the MHTS system.performance and high fuel economy. the electric motor instantly starts the engine. The hybrid system is known as a "parallel" arrangement. the engine can automatically be switched off to save fuel.

Voice Recognition With the Model U concept. working together with key partners in the computer industry. cell phone. These technologies offer a rich set of features to the consumer. Intelligent Architecture Ford Motor Company's Research Lab. •Diagnostics — This system provides an interface to the various modules that control a vehicle. Ford is bringing voice recognition technology to an amazing new 49 . or other storage device. 5. •Personal Information Management — This service connects to the consumer's PDA and makes the information it contains available to other systems in the vehicle. drivers have the safety and ease of giving commands through both a voice-based and touch-screen system. It will enable the vehicle to connect to an on-line diagnostics center. Applications demonstrated include:•Personalization — This will allow drivers to bring their personal information into their vehicle through a PDA. and e-coupons sent to the graphic on their instrument panel. and other devices. developed the advanced technology to make use of the information and services already available to customers who own a PDA. and other devices. service reminders. •Real-time Navigation — This will provide customers with features such as accident notifications on a travel route. •Bluetooth Technology — This will give drivers hands-free access to their PDA. Moreover. •Software-based MP3 Player —It will present stored play lists to the driver and allow song selection and volume adjustment by voice command.4. cellular phone.

and even favorite music. The conversational speech interface has a vocabulary of over 50. and speaks only when spoken to. if an o dialed. Conversational speech interface allows you to use everyday language and flexible voice commands. For example. the system will ask for more information in very simple language. but it sounds like a real person rather than a robot. Advanced conversational speech interface technology simplifies the control of many functions by allowing you to have a normal dialogue with your vehicle." and the system finds several numbers for Steve Smith in the address book. or locations. Model U's system can be used to configure different drivers' personalized settings—including the typeof voice. "Call Steve Smith. the graphic style of the visual interface. the driver or front passenger can ask the Model U for different temperature settings. The voice system controls navigation. Specific commands don't have to be memorized. A text-to-speech system is used.fan speeds.level. the retractable roof. phone. climate control.000 words so far. it will list them an For climate control. 50 . If there is an or passenger is asking for. such as the defrost setting. and personalization preferences. entertainment.

specifically environmental concerns. 51 . provided the device is turned on and is located somewhere inside the vehicle.enabled cellular phone or PDA. It follows the traditions of the Model T by being designed for the masses and addressing social issues.The Bluetooth technology enabling the system to work is located within the controls of the Model U. Green Materials The Ford Model U Concept is a realistic approach to the future. positive vision. It works with any Bluetooth . guided by a powerful. The Model U represents how using and producing personal transportation can have a positive effect on the planet instead of simply minimizing negative effects.

and recycle over and over again in a cradle-to-cradle cycle. headrests. steering wheel. door trim. These materials never become waste. and it is made from healthy substances. dash.The Model U is helping encourage development of materials that are safe to produce. 52 . It can be recycled into base elements and reprocessed into material fiber again and again without losing any performance qualities. 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. but instead are nutrients that either feed healthy soil or the manufacturing processes without moving down the value chain. Eco-effective polyester is the fabric designed by Milliken and Co. use. and armrests. This polyester is used inside the Model U on its seats. to be a technical nutrient.

ford has taken a leadership role in moving fuel cell technology from the laboratory into vehicles on the road. Living Legends Studios J Mays. we're constantly striving to narrow the gap between concept and production. the earth's cleanest. DESIGN Ford Motor Company has been leading the automotive industry in design innovation for 100 years.Fuel Cells As a result. Fuel cell vehicles offer the same safety. and ease of use as today's combustion vehicles. Chief Designer. Vice President of Global Design Joseph Baker. 2. From the Model T to the GT. DATA ANALYSIS Research Methodology Research Design 53 . DESIGNERS Camilo Pardo. performance. Ford's P2000 and Focus FCV fuel cell electric vehicles are powered by hydrogen. Chief Designer of the 427 is redefining the word "sedan" . most abundant fuel—an infinitely sustainable energy source.

Hence questionnaire was formed. Instrument Revision: There are around 13 questions were prepared to ask the respondent to get actual information about the topic. Primary data: 54 . After sales service provided by car companies and satisfaction level of the consumers. I asked questions related to the subject and collected their responses by personal or impersonal means. and Tata Motors cars. And getting their views about after sales service . is used as the instrument for the Collection of the data. Hence the data collection instrument is survey (Questionnaire) method. Related questions were asked to respondents. Instrument Design: Data is designed through questionnaire method. Like…. 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. Here the data was collected through various respondents who are using Maruti. and data is collected from respondents about their satisfaction about the service provided by car companies. DATA COLLECTION Method adopted for the data collection is survey method. Related question were asked to know the. 3. Primary data and secondary data are collected through various sources.1. 2. Hyundai.

55 .• • Existing car users Dealers and service stations Secondary data: • • • Internet Magazines Newspapers INSTANT FEEDBACK FORM 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.

The data collection period was done for a period of seven days. 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.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 Data Collection: The survey method was used to collect the data. 56 . This included taking responses for the dealer questionnaire.

 To identify Potential customer. 57 . To know Overall Performance of the company  To check the loyalty of the customer.

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FORD IN INDIA Ford has invested heavily in India.for us and for future generations. 1700 crores integrated manufacturing plant at Maraimalai Nagar. ford is committed to making a difference .000 people. it also cares about the world it live in. However as much as it cares about giving you the finest in automobiles. equipped with state-of-the-art Ford technology and employing 1. 59 . with a Rs.

60 .

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. BODYSHOP Than Bare body parts come together • Its Entire shell checked with military precision for dimensions • Subjected to stresses to check quality of welding 3. 2.MANUFACTURING PROCESS OF FORD IN INDIA Ford is a 6-Sigma company. 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 61 . 1. Each and Every step of every process is planned to perfection.

62 . even in trying conditions. the car gets its wheels • Rolls into final line for remaining parts and filling of fluids 5. front suspension. QUALITY TESTING Not even the smallest concern gets past the Quality Control Team • Its Stringent testing ensures every car is at its best. professionals use high power tools to fit in engine. • Once nuts and bolts are tightened to perfection. bumpers etc. TCF Breathing life into Ford cars • Interiors taken care of. before doors and seats come on in Trim zone • In Chassis area.• Painting so complete that even underside gets full PVC coating for corrosion protection • Baking done to Ford's global paint specifications 4.

63 .

000 PEOPLE AND HAS A CAPACITY TO MANUFACTURE UP TO 1.PRODUCTION FACILITY IN INDIA THE PLANT EQUIPPED WITH ADVANCE MANUFACTURING TECHNOLOGY FROM FORD. 64 .000 VEHICLES PER ANNUM. IT ALMOST COVERS 350 ACERS .00.IT ALSO PROVIDES EMPLOYMENT TO 22.

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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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In May 2001.002 Ford IKONs since launch. Ford India has crossed the 40. Ford India has registered sales of 17.000 Ford IKONs for the year 2001.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.000 milestone with total sales of 42. including 1495 cars sold in the domestic market and exports of 1980 Ford IKON CKDs. 68 . In the calendar year 2001. including domestic sales of 7980 Ford IKONs and export of 9. Ford India is well on its way to achieve the annual sales target of 40. 560 Ford IKONs. The May 2001 sales reflect a robust growth of 105 per cent over May 2000 sales. Ford India recorded sales of 3475 Ford IKONs.580 Ford IKON CKDs. The Ford IKON's market share has leaped to 25 percent in the midsize segment.

69 .

Petrol.Petrol. Euro 2 *.8 Zxi: .Petrol.VARIOUS MODELS OF ‘FORD IKON’ IN INDIA Ford Escort 1. Fully Loaded.Petrol.6 Zxi :. Ford Ikon 1. Ford Ikon 1. Euro 2.Diesel. Ford Ikon 1.3 Exi: . Ford Ikon 1. Euro 2 *. 70 .3 Clxi PS: .6 Zetec: . Power Steering. Power assisted steering. Euro 2.

71 .

FORD WIN J.D POWER AWARD AGAIN 72 .

1 were the people most qualified to judge. The ford Ikon ranked the “BEST ENTRY MIDSIZE CAR” in J. And the people who ranked the ford Ikon no.Once again the josh machine has set the standards in its categories. 73 .D power Asia pacific 2001 India initial quality study.

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

000 Ford IKONs for the year 2001. consolidating U.. Canadian. The Ford IKON's market share has leaped to 25 percent in the midsize segment. 75 . Ford India is well on its way to achieve the annual sales target of 40.S. The company established its North American Automotive Operations in 1971.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. and Mexican operations more than two decades ahead of the North American Free Trade Agreement.

LIMITATIONS OF STUDY 76 .

2. there might be some information missing. Some of the constraints are as follows: 1. 77 . KNOWLEDGE CONSTRAINT:-There was a lack of proper knowledge about the subject and the company under study.The study faced some limitations which made it difficult to rely on the information extracted. TIME CONSTRAINT:-The time available for the study was limited because of which the information available might not be complete in all sense. therefore.

BIBLIOGRAPHY BOOKS 78 .

com www. 2007.N. Grover S. Marketing Management Analysis. New Delhi Kotler Philips. Planning Implementation & Control Edition 1998..com/FordCars www. 14th Aug Khattar K. Pg No-51 WEBLIOGRAPHY • • • • ZigWheels. Research Methodology. MAGAZINES & NEWSPAPERS • • Sanghvi Vir. The Hindustan Times.autoindia. 5th edition. 15-22 July 2009. 4th edition... Dhanpat Rai & Co. Marketing Management. New Age International(P) Ltd. Prentice hall of India Ltd.K.com www. New Delhi Kothari C.DriveInside.• • • Chhabra T.. Auto Expo.ford. “Today should be better than Yesterday and Tomorrow should be better than Today”. R... New Delhi .com 79 . “Maruti-build it into the product". 2004.N.

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