Style and Substance

" Got it Ford Motor Co. will talk about the future report. Here executive vice president of global product development over -- hate it some great great to have you here you know not you know you got to have these titles over there -- Executive -- with the maybe I never know exactly what everybody does but these are pictures global product development. That was big war room maps and your office you've got like little things for you use it to your listeners a factory. Already this car wanna build it there was so -- I've picked out that kind of let. No yeah that -- there that sounds like Dr. Strangelove well that's not the way we work half inch and a coach. Actually it's the pharmaceutical company and I think it's probably when most when jobs in the world what's got to -- something like that because you are involved at all that the -- inside of it and the -- And of course the site where more. You afford in the middle of quite a Renaissance right now really refreshing the whole lineup and very challenging time. For the industry. You know that your -- today and you know it's still ought to crossovers a lot of trucks and a couple of cars. Where's -- gonna be two or three years from that."

" It's a great question and we're all about -- don't think our portfolio so that we. Have sort of an equal number of cars crossovers in trucks. Chris -- that positions you better for a more fuel efficient future. And that we were doing that is where leverage and sort of that globe that he talked about and we got a lot of small -- expertise -- that are European team. To receive about small -- in the world in the most competitive small current market in the world. We're just building -- that expertise in using them to bring cars to North America. So you'll be seeing for example the fiesta. That so launched in Europe last year now the second best selling car in Europe. Moved into China to leave her alone China and for -- next year comes to hunt for the US market. That's the first of the small currents from Europe and then you see the focus coming later in the year. And even earlier this year effect as we're speaking C transit connect a really unique vehicle for this market that we've brought over from Europe."

" Now our. -- fuel efficiency selling and small cars or is it just that small cars happen to be affordable because your look at that top twenty list of of course sells. As you'll see a lot of midsize cars a lot of cross overs. And a lot of trucks and there. You know is the fiesta something that's gonna sell well with gas at 250 gallon in mostly."

" I guess the best when it's -- if you look back a few years you find that a small currents captured. -- be careful that's the industry that they captured today we're now about 23%. Small cars. And this could go back me and I fuel is about the same number. So we certainly think that that's walker penetration isn't fluke it's not short term it's real and sustainable. And that's war planning for and we're glad to have -- A fleet of really product -- and small currents come."

" Hello port who now besides fuel economy besides just basic price of these cars how important style because you know we take before toward disparate states. The previous generation one that's great -- nice ride good price of heroic at all five star safety across the board. -- at all now we've got this new one here that's just one of the best level since dad's on the market. And it's selling quite well and it's it's a better car you've updated in many is practically it's basically new car. Compared to last generation but nevertheless that's styling is getting people into the door. So now when you look at a new car -- working on how important. -- priority is style over these other aspects."

" It's at the top of the list for its top of the list top of the list when we talk about. What we're trying to do with their vehicles we put the sign at the top. And the reason for that in really crowded marketplace. And particularly when we're trying to really customers to consider cars again for cars Clooney because trucks they could afford. All the way to do that we believe is through design. Courses you design -- customers through it love your vehicles and to bring you to the show. And so designs of the top the list and pencils technology innovative technology like thing."

" And of people still buying a lot of that technology to using if I was minding your car right now and things aren't so great the economy you know it's easy to knock off. A lot of those options and you can buy stripped cars and have a pretty nice car. Without it navigation system the high end audio system. But those things still being that the cars and people still buy those and in pretty good numbers were or people buying cars with little less content right now."

" I think people really want the value in vehicles certificate provide the technology. And at the right price they will be certainly interest and and that's what we're surprised this was surprised by is that we actually are. Moving people call up so that could take -- series vehicles sells vehicles they have little bit more to his appearance interior of most important technology. I think a big piece of that is providing technology that's really innovative. And focused on comfort and convenience. It's almost all of our new technology is just that to make that car. In the interior in particular almost a second home on wheels for our customers the flu like to."