‘Fusion + Hybrid’ Facebook Friends Flock to ‘You Speak Green’ App
Debbie Santiago is turning off the lights when she leaves a room. Frances Ruiz is avoiding plastic water bottles in favor of an aluminum bottle. And Kameel Zakaria is using a rain barrel for watering his garden. These are just a few of the more than 15,000 people who have shared “green” lifestyle tips on the new “Fusion + Hybrid” Facebook app called “You Speak Green” – the latest example of Ford’s campaign to engage consumers on their own terms.
Drawing a crowd
Social media sites such as Facebook, Twitter and YouTube are more popular than ever. That’s why Ford has increased its presence in the digital space to better enable an open dialogue with consumers about sustainable lifestyle choices in which personal transportation can be both environmentally responsible and fun.
Data suggest that social media sites are increasingly one of the best ways to reach out to consumers. According to Nielsen Company research, the total minutes spent on social networking sites in the U.S. has increased in 2009 by 83 percent year-over-year. Total minutes spent on Facebook increased nearly 700 percent year-over-year, growing from 1.7 billion minutes in April 2008 to 13.9 billion in April 2009, the most recent month reported.
The new Ford Fusion “You Speak Green” Facebook app is designed to encourage people to talk about ways to live sustainably and features a vine graphic that grows with each new eco-conscious comment, demonstrating the power of a collective effort through recycling, water conservation and other actions. Its design was inspired by the Fusion Hybrid’s innovative SmartGauge™ instrument cluster, which uses a similar leafy vine that grows as the motorist drives more fuel efficiently.
The app, which Ford created in collaboration with Wunderman-Team Detroit and social technology provider Vitrue, is an interactive component of the online “We Speak Car” campaign (http://www.fordvehicles.com/2010fusion/) that debuted in March. Since the app’s mid-July launch, more than 104,000 Facebook users have downloaded it to their profile pages and 21,000 have posted tips. You can download the “We Speak Car” Facebook app here.
Another example of Ford’s groundbreaking social media outreach is its support of the Fiesta Movement campaign to promote the company’s sporty, savvy new small car through social media agents. Agent postings have garnered significant numbers on social media sites, including more than 3.5 million YouTube views (www.fiestamovement.com), more than 440,000 Flickr views and more than 2.7 million Twitter impressions.
Fusion’s sales momentum
As more consumers become aware of the Ford Fusion and Fusion Hybrid’s fuel efficiency and innovative technologies, sales for both models are achieving all-time records. For August, Ford Fusion retail sales were up 132 percent year-over-year – a sales record.
Familiarity and favorable opinion of the Ford Fusion brand also is on the rise by as much as 65 percent compared with last year. There is increased interest in the Fusion by import shoppers, with almost half of Toyota Camry shoppers now putting the Fusion and Fusion Hybrid on their lists.
More than half of the Fusion and Fusion Hybrid’s buyers are leaving competitive brands, with 60 percent of Fusion Hybrid customers abandoning imports. Customers also are choosing well-equipped and fuel-efficient models, with the I-4 and Fusion Hybrid accounting for 71 percent of sales. Customers are also embracing Fusion technology offerings like navigation, SYNC® and Sony® Audio.
Quotes:
“The user response to the Fusion Facebook ‘You Speak Green’ app has been outstanding. By providing users tools to support and amplify their self expression and their point of view, we veer away from being intrusive and start to build a true relationship. That relationship will build brand awareness and consideration in an authentic way.”
– Adam Barrow, Ford digital marketing analyst
“Fusion and Fusion Hybrid, in particular, are attracting many car buyers to Ford dealerships who are new to the brand, and Ford’s presence on social media sites like Facebook is helping to drive showroom traffic by increasing awareness of the Fusion’s great fuel economy and innovative technologies.”
– Greg Scott, Fusion and Fusion Hybrid marketing manager
Former Auto Plant Gets New Lease on Life as Renewable Energy Park
Ever wonder what you would do with an extra 4.7 million square feet? If creating a “renewable energy park” sprang to mind then you’re in good company.
Ford Motor Company today announced that it will sell its idled Wixom Assembly Plant to Xtreme Power of Austin, Texas, and Clairvoyant Energy of Santa Barbara, Calif., who will transform the site into one of the nation’s largest renewable energy manufacturing parks.
Clairvoyant Energy and Xtreme Power plan an initial investment of more than $725 million to redevelop the 320-acre plant site and its 4.7 million square feet of building space to manufacture solar power and energy storage systems, respectively. The two companies will utilize approximately half of the square footage to manufacture their products, and will seek additional green-energy manufacturing and support companies to lease the remaining space. The redevelopment work at the Wixom site is expected to begin early next year with manufacturing at the site slated to begin in late 2011.
The redevelopment plan is expected to create more than 4,000 direct jobs, including local suppliers, as well as support thousands of indirect jobs.
Ford has been working with the developers and state and local officials over the past nine months on a high-impact, environmentally responsible redevelopment plan for the 52-year-old auto plant that has produced such iconic vehicles as the Ford Thunderbird, Ford GT and Lincoln Continental.
Xtreme Power
Xtreme Power will renovate over 1 million square feet of the Wixom site to manufacture large-scale power systems that store renewable energy such as solar and wind power and redeliver that power when needed. Once completed, Xtreme Power will produce turnkey power systems, which will support up to 10,000 megawatts of wind and solar power projects around the world. Xtreme Power systems enable high penetration rates of renewable power onto the grid and will be a critical component of the 21st century power infrastructure.
Clairvoyant Energy
Clairvoyant Energy will redevelop a portion of the site to build state-of-the-art, high-efficiency solar panels. Clairvoyant Energy, which has developed solar power park operations in California and Spain, is developing similar solar photovoltaic systems throughout the world. Once completed, Clairvoyant will have the capacity to produce more than 2.5 million solar panels a year at the Wixom site, potentially replacing the need for one large coal plant every year.
Oerlikon Solar USA, Clairvoyant’s technology partner and a leader in thin-film solar manufacturing technology, also announced today it will establish a new regional office at the Wixom site as part of the new renewable energy park.
About Wixom Assembly
Wixom Assembly Plant was one of Ford’s largest and oldest manufacturing sites, producing
6.6 million vehicles during its 50 years of operation. Production began in 1957 when Wixom became Lincoln Division’s new national headquarters and the sole producer of all vehicles for the Lincoln Division.
Over the years, Wixom Assembly produced the Lincoln Continental, Town Car, LS, Mark VI, VII and VIII, as well as the Ford Thunderbird and Ford GT. At its height, more than 5,000 workers were employed at the plant. The Wixom plant employed approximately 1,000 workers when it closed in 2007.
The Wixom site proved ideal for redevelopment for new manufacturing facilities with an existing, highly developed infrastructure including rail and electrical power access and critical scalability with more than 4.7 million square feet of space for manufacturing.
New directions
The transformation of the Ford Wixom site into an eco-responsible manufacturing park is consistent with Ford’s commitment to environmental sustainability, as well as the state of Michigan’s efforts to diversify its economy and become a leader in the clean, renewable energy industry.
State and local incentives were key components to bringing the energy park redevelopment project to Michigan, including refundable battery and photovoltaic tax credits, Michigan Economic Growth Authority employment tax credits, Renaissance Zone tax incentives and brownfield tax credits.
The Wixom redevelopment also includes a proposed Renewable Energy Research and Training Center at the corner of Interstate 96 and Wixom Road. In addition to providing access to state-of-the-art research and training facilities for the tenants on the site, it is intended to provide universities and colleges with opportunities for on-site applied research classes in the renewable energy field.
Quotes:
“The Wixom Assembly Plant served Ford well for half a century and we wanted to ensure it served Michigan well into the future. Thanks to the collaborative efforts of two visionary energy companies and the leadership of state and local officials, we are transforming our Wixom facility into one of the largest renewable energy parks in the United States. I can’t imagine a better way to use this facility – for ourselves, our children and our grandchildren.”
– Ford Executive Chairman Bill Ford
“This move is significant on both ends of the spectrum. It underscores a significant shift toward the accelerated commercialization and adoption of strategic renewable energy technologies, due in large part to the deepened commitment on the part of local, state and federal policymakers to support companies like ours. We commend Ford for their commitment and dedication to turn this vision into a reality.”
– Carlos Coe, president and CEO of Xtreme Power
“Clairvoyant Energy is fully energized to respond to the United States’ call to create the green jobs of tomorrow – today. There is no better time than now, no better place than Michigan and no better set of partners than Oerlikon Solar and Ford Motor Company.”
– David Hardee, CEO of Clairvoyant Energy
“As Clairvoyant’s manufacturing partner, this project is an exciting opportunity for Oerlikon Solar to apply its award-winning Micromorph® technology to a new, state-of-the-art thin-film manufacturing facility in Michigan. With a strong local work force and the support of Wixom and the state, we are confident that in partnership with Clairvoyant we can help Michigan leverage its extensive manufacturing infrastructure for clean, renewable energy.”
– Jeannine Sargent, CEO of Oerlikon Solar
“This redevelopment project is a direct result of Ford and the developers working collaboratively with state and local government officials to support a vision for a greener technology future for Michigan. We had many options for this land, but we believe this project, that revitalizes a closed auto plant and the local community, has the greatest potential to bring green jobs and economic development to the region.”
– Phil Horlock, chairman and CEO of Ford Land
Battery Electric Ford Focus in the Spotlight on Leno Show
Veteran TV funnyman Jay Leno knows how to get a charge out of his audiences, and he usually does it by making them laugh. But now the noted car guy plans to get his millions of viewers charged up about electric cars by putting celebs exclusively behind the wheel of the all-new battery electric Ford Focus for “The Jay Leno Show” segment called the “Green Car Challenge.”
The battery electric vehicle, specially made for the show, features elements of the electric Focus that Ford will begin selling in North America in 2011.
The Star of the Show
Leno will exclusively showcase Ford’s electric Focus during the entire first season, which kicks off Sept. 14. Celebrity guests will compete against each other in the “Green Car Challenge” segment.
Ford’s hybrid and battery electric vehicle program team worked together with Ford Racing to develop the special BEV for the show. It took three weeks to build the car and another couple of weeks to properly tune the suspension so it could be driven fast on a racetrack. The development work was done at Ford’s Michigan Proving Grounds in Romeo, Mich.
The Focus BEV built for the show has a split battery pack, with one battery in the cargo area and one underneath the car in the space normally occupied by a fuel tank. Because this Focus is built to race, it is equipped with a roll bar and five-point harness for the driver.
Ford’s Electrifying Development
Ford has an aggressive plan to put at least four electrified vehicles on the road in North America by 2012, as well as new hybrids and a plug-in hybrid. Among coming products are pure battery electric versions of the Transit Connect commercial van in 2010 and Focus sedan in 2011. The Transit Connect is expected to have a range of up to 100 miles.
The Focus BEV, which Ford is developing with Magna, will be produced at Ford’s Michigan Assembly Plant. The sedan can be charged from both a standard 110V as well as a 220V wall outlet.
Quotes
“Having our Focus battery electric vehicle on the show is a great way to demonstrate how fun to drive these cars really can be. Beyond the immediate excitement of driving, it demonstrates that Ford is investing in this technology and that we’re committed to electric vehicles.”
– Lisa Drake, chief engineer, Ford Hybrid and Battery Electric Vehicle Programs
“Ford is absolutely committed to delivering best-in-class fuel efficiency with every new vehicle we introduce. The Focus showcases how electric vehicles can be smart, green, fast and fun. It also illustrates Ford’s commitment to fuel efficiency and doing our part to contribute to a better world.”
– Derrick Kuzak, Ford group vice president, Global Product Development
“We are committed to delivering new products with the best fuel economy in every segment in which we compete – driven in large part by substantial advancements in powertrain technology. 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 truly will make a difference.”
– Barb Samardzich, vice president, Ford Global Powertrain Engineering.