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2Ford Motor Company | 2008 Annual Report
This year I am marking my 10th year as Chairman and 30th year as an employee of
Ford Motor Company. In spite of the many challenges we face, I have never been more
excited about our prospects for the future.
In 2008 we accelerated our efforts to transform Ford Motor Company into a growing
and profitable global automotive leader. In addition to streamlining and globalizing our
operations, we introduced more products that customers really want and value, a key
element of our plan. Unfortunately, the tremendous progress we have made has been
more than offset by an economic crisis of historic proportions.
As a result, after a profitable first quarter, we ended the year with a substantial net
loss. While we recognize the seriousness of our current situation, we remain confident
in our plan.
In the last two years we have aggressively restructured our operations as we work
to match production to demand. At the same time, we have shifted to a more balanced
product lineup offering the highest quality, safety, value and fuel economy. Today our
product quality is unsurpassed by Toyota or Honda. We have more vehicles chosen
as top safety picks by the Insurance Institute for Highway Safety than any other brand.
We also have made significant advances toward achieving fuel economy leadership.
We are introducing EcoBoost™ engines, six-speed transmissions and other fuel-
saving technologies across a wide range of vehicles. This year we will double our hybrid
models and volumes in the United States. In 2010 we will deliver a commercial battery-
powered vehicle for fleet customers and in 2011 a battery-powered passenger vehicle.
In 2012, we will deliver our third generation of hybrid vehicles, including a plug-in version.
The hard work of our global team has positioned us to survive the current recession
and succeed when the recovery begins. We are undergoing the most rapid and far-
ranging transformation in our history so that we can lead the way into the future with
great new products.
Thank you for your continued support of our efforts.
William Clay Ford, Jr.
Executive Chairman
March 6, 2009
Ford’s Electrification Strategy
Ford Motor Company is embarking on an
aggressive plan to bring pure battery-
electric vehicles, next-generation hybrids
and a plug-in hybrid to market quickly
and more affordably over the next
four years. It’s the next step in our
commitment to deliver fuel economy
solutions for millions. The plan leverages
our ONE Ford product vision by taking
advantage of high-volume, global
vehicle platforms. We’re also forging
partnerships with suppliers, electric
utilities and other key stakeholders to
meet the technical challenges of making
vehicle electrification an affordable
mass-market reality.
Affordable Fuel Economy
for Millions
Ford is committed to delivering the best or
among the best fuel efficiency with every
new vehicle we introduce. For example,
the 2010 Ford Fusion is now America’s
most fuel efficient midsize sedan for both
the hybrid and conventional gasoline
models. Fusion Hybrid delivers 41 mpg
in city driving – better than the Toyota
Camry – while the four-cylinder Fusion S
gets 34 mpg highway and 23 mpg city,
topping both Camry and the Honda
Accord. And we’re doubling our hybrid
production in North America in 2009.
A Message
from the
Executive
Chairman