FORD DEBUTS NEW TELEVISION AD ON BET

FORD LAUNCHES 2011 FORD FIESTA IN URBAN MARKET; DEBUTS NEW TELEVISION AD ON BET

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FORD LAUNCHES 2011 FORD FIESTA IN URBAN MARKET; DEBUTS NEW TELEVISION AD ON BET

2011 Ford Fiesta
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• Ford is launching the all-new 2011 Ford Fiesta in the urban market with an advertising campaign built around the program, “Inspired By Color”
• The campaign includes an industry-first custom e-zine, a magazine that lives online, which seamlessly incorporates the Fiesta in addition to a television commercial that will begin airing on BET this week
• The new campaign shares the same nontraditional approach that defines the Fiesta launch within the general market while blending style and technology in order to highlight the key features of the vehicle

DEARBORN, Mich., June 3, 2010 – The all-new 2011 Ford Fiesta turns up its style quotient this week with the launch of an urban marketing campaign that finds the Fiesta gracing the pages of a custom fashion e-zine that was designed to appeal to the interests of consumers while providing a unique way to highlight the new vehicle and its key features.

"Our goal was to create a unique program that truly embodied the spirit of the Fiesta," said Shawn Lollie, Ford Multicultural Marketing manager. "The Fiesta has an expressive, vibrant design and we wanted to tap into those style attributes in a way that was relevant to our target audience while engaging them using platforms that are very much a part of their everyday lives."

The urban ad campaign for the new Fiesta—which arrives in dealer showrooms this summer—includes a TV spot that will air on BET as well as radio, print and a digital execution which prominently features the custom “Inspired by Color” e-zine.

Research shows that one of the largest consumer groups in the small car segment are young African Americans and to increase initial awareness of the Fiesta in the African American community, Ford launched a program in April called “Inspired by Color,” which challenged people to use their own personal style to connect with the colors and distinct features of the new Fiesta.

More than 150 people turned out for a casting call at Howard University in Washington, D.C, dressed in a Fiesta-inspired way. Five finalists were chosen at the event and each of them now appears in the new television ad for Ford's all-new small car.

“Inspired by Color” E-Zine
A custom “Inspired by Color” fashion e-zine was created to highlight the entire program while incorporating key features of the vehicle in a format that is both robust and highly interactive. The custom publication will live onwww.fordurban.com and will link back to viral video footage and content stemming from the “Inspired by Color” casting call event. In addition to a heavy emphasis around the vehicle and its features, all five of the finalists will appear in the e-zine and will have an opportunity to showcase their experience and how the vehicle inspired their personal style.

“The team really looked at the target consumer and the activities they are engaged in within their daily lives when creating this publication,” said Lollie. “We knew they were online and we also knew they were predominately female and very interested in fashion. Inside the publication you really get to see how the Fiesta inspires and what sort of reactions the vehicle generates.”

2011 Ford Fiesta ad: A user-generated approach
A new 30-second television ad for the Fiesta will debut this week on BET. Unlike traditional commercials, the Fiesta ad will feature a user-generated experience that has more of a grassroots feel to it. All five of the winners of the “Inspired by Color” casting call appear in the advertisement and get a chance to show off their style and the unique features of the vehicle. From the class-exclusive push button start to the SYNC® hands-free communications and entertainment system and Fiesta’s class-leading 40 mpg, key features of the Fiesta are highlighted throughout the ad.

In addition to the broadcast and digital execution, Ford has also partnered with Vibe Magazine on a tie-in associated with the campaign that will run in print as well as with BET and The Travelista's, a lifestyle traveling duo, who will be driving a 2011 Ford Fiesta as part of a custom webisode airing on www.bet.com.

The entire urban advertising campaign for the new Fiesta was created by The UniWorld Group, Ford's African American advertising agency of record.

For more information on the “Inspired by Color” program or to view the e-zine please visit www.fordurban.com.

2011 Ford Fiesta: A hit before leaving the gate
Going on sale this summer, the all-new Fiesta features an expressive, vibrant design, sharp reflexes, and a global track record that will redefine U.S. small car customers’ expectations. Featuring class-leading technologies and best-in-class highway fuel economy of 40 mpg, Fiesta brings efficiency and convenience together in one package.

It’s designed to be versatile, personal and adaptable. In fact, Fiesta is expected will deliver best-in-class convenience and connectivity with the segment-exclusive SYNC® voice-activated communications system, as well as an expressive color palette and available graphics.

NEW 2011 LINCOLN MKX

NEW 2011 LINCOLN MKX DELIVERS BEST-IN-CLASS 

POWER, TORQUE AND FUEL ECONOMY

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NEW 2011 LINCOLN MKX DELIVERS BEST-IN-CLASS POWER, TORQUE AND FUEL ECONOMY

2011 Lincoln MKX
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• 2011 Lincoln MKX receives official certification by the Environmental Protection Agency (EPA) with best-in-class fuel economy of any luxury midsize crossover, delivering 19 mpg in city driving and 26 mpg on the highway
• 2011 Lincoln MKX also boasts best-in-class 305 horsepower, 40 more than the outgoing product, and 280 lb.-ft. of torque versus all V6 competitors
• New 3.7-liter V6 engine employs several fuel-efficient strategies that also improve performance, including twin independent variable camshaft timing (Ti-VCT), aggressive deceleration fuel shutoff and battery management

DEARBORN, Mich., July 7, 2010 – The 2011 Lincoln MKX is the newest vehicle in the premium maker's lineup to offer best-in-class horsepower and torque and the best fuel economy of any luxury crossover vehicle on the market.

The 2011 Lincoln MKX received final fuel economy certification this week, achieving 19 mpg city and 26 mpg highway, with a combined fuel economy of 21 mpg, topping all competitors, including the Lexus RX350, Cadillac SRX and BMW X5, with not only horsepower but now fuel efficiency as well.

"The new 2011 MKX is the latest vehicle to deliver on Lincoln's commitment of industry-leading performance and fuel efficiency," said Derrick Kuzak, Ford's group vice president, Global Product Development. "It offers no compromises with best-in-class fuel economy, horsepower and torque."

2011 Lincoln MKX vs. the Competition

	City	Highway	Combined
2011 Lincoln MKX 3.7L V6 FWD	19	26	21
2010 Acura ZDX 3.7L V6 AWD	16	23	19
2010 Audi Q5 3.2L V6 AWD	18	23	20
2011 BMW X5 3.0L V6 4WD	17	25	20
2010 Cadillac SRX 3.0L V6 FWD	18	25	21
2010 Infiniti FX35 3.5L V6 RWD	16	23	19
2010 Lexus RX350 3.5L V6 FWD	18	25	21
2010 Mercedes-Benz ML350 3.5L V6 FWD	16	21	18
2010 Volkswagen Touareg 3.6L V6 4WD	14	19	16
2010 Volvo XC70 AWD	16	22	18

*All numbers certified by the EPA. Best-in-class numbers in bold

The horsepower of the 2011 Lincoln MKX has increased to 305 – a 15 percent increase compared to the outgoing product – while torque has increased 12 percent to 280 lb.-ft.

"The Lincoln MKX doesn't sacrifice power to receive its great fuel economy," Kuzak said. "Our engineers were able to deliver an increase in power and torque in a fashion that reflects the luxurious driving experience that Lincoln is known for."

Lincoln's first-ever hybrid – the 2011 Lincoln MKZ Hybrid – was recently named the most fuel-efficient luxury sedan in America, delivering 41 mpg in city driving and 36 mpg on the highway. This tops the vehicle's nearest competitor – the Lexus HS 250h – by 6 mpg.

The 2010 Lincoln MKT with EcoBoost™ continues to provide better gas highway fuel economy – 21 mpg – than any other all-wheel-drive vehicle in its class.

For the 2011 MKX, engineers integrated the new 3.7-liter V6 engine, which uses twin independent variable camshaft timing (Ti-VCT) to increase the vehicle's power and fuel economy. The broadened torque curve allows the intake valve to be advanced, delivering about a 10 percent power increase compared to non-Ti-VCT engines. Variable timing control of both the intake and exhaust camshafts helps extract more energy from each drop of fuel, leading to a 4.5 percent improvement in fuel economy.

The engine also employs a control strategy called aggressive deceleration fuel shutoff to save fuel. This strategy shuts off the engine when the driver doesn't need engine torque. It uses the momentum from the torque delivered to the transmission to move the vehicle, rather than more fuel.

"The 2011 Lincoln MKX will continue to propel the Lincoln lineup that is already ahead of the curve," Kuzak said.

The 2011 Lincoln MKX continues to reinforce Ford Motor Company's record largest increase in fuel economy gains over the past five years, according to the EPA.

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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 176,000 employees and about 80 plants worldwide, the company's automotive brands include Ford, Lincoln and Mercury, production of which has been announced by the company to be ending in the fourth quarter of 2010, and, until its sale, Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.