Sustainability is no longer just a mantra for environmentalists. It's going mainstream with consumers, companies and investors. Ford Motor Company is taking a no-compromise approach towards integrating sustainability into all aspects of its business strategy.
"Sustainability is about making people's lives better," says Tim O'Brien, deputy chief of staff, Executive Operations & Sustainability, Ford Motor Company. "That's the essence of any successful product."
In practical terms, sustainability means companies taking into account not just financial outcomes but also environmental and social performance. A good example of a sustainable practice is a plastic shipping container that recycles into F-150 splash shields. Ford Materials, Planning & Logistics engineers created the container, which eliminates cardboard, reduces greenhouse gases by reducing overseas shipments, and is more ergonomic for factory workers. It also saves Ford up to 25 per cent in shipping costs.
Sustainable practices form an integral part of the environmental mission of Ford. The company designs vehicles that boast the lowest emission levels, and which meet the strictest European and North American legislation on emissions. Since the 1960's, Ford Motor Company has reduced the smog forming emissions from its vehicles by nearly 99 per cent, using highly sophisticated vehicle computers and advanced technology.
Hussein Murad, Sales & Marketing director, Ford Middle East, explains: “Ford has put sustainability at the heart of everything it does. That has seen a complete change of mindset, setting an example for the motoring industry."
Whether these efforts involve improving fuel economy, recycling or work in the community, Ford Motor Company employees worldwide focus every day on sustainability projects. The same level of attention goes into developing Ford products. Vehicles such as the Ford Focus use lubrication oils, coolants and other fluids that have been chosen with the environment in mind. Besides CFC-free refrigerants, all friction materials and insulation are asbestos-free.
Recycled consumer goods, such as old plastics, carpets and even denim jeans, are used to make the components of the Ford Focus, including battery housings, heating components, sound-deadening materials, air filter housings and fuse boxes. In total, 30 parts of the Ford Focus are made out of recycled, non-metallic materials. Additionally, old tires are recycled and used in Ford vehicles in applications such as splash shields, deflectors and other parts.
Ford Motor Company suppliers use seven million pounds of recycled fizzy drink bottle caps and cotton bale wraps annually to make heating and air-conditioning parts. More than 800,000 pounds of recycled plastic resin is used every year to make protective seat covers. Ford’s vehicles annually use more than two million tons of recycled metals, enough to build 250 Eiffel Towers.
In 1996, the company launched the ‘Carpet to Car Parts’ project to recover 14 million square feet of carpets from landfills every year to make engine air cleaner housings for nearly three million Ford, Lincoln and Mercury vehicles. This innovative programme earned the company the Society of Plastics Engineers’ 1997 Grand Award and Environmental Award.
Worldwide, Ford Motor Company dedicates 50 per cent of its scientific research budget to environmental causes. In the Middle East, the company actively supports environment groups in the region. Since 2000, Ford Middle East has donated more than US$500,000 in grants to worthy conservation and environmental initiatives in the GCC and the Levant countries.
Recipients of Ford Grants have ranged from educational groups to botanists and conservationists throughout the Middle East. A total of 13 projects from Lebanon, Jordan, Saudi Arabia, UAE, Syria, Qatar, and Bahrain received a total of US$90,000 in Ford grants in 2005.
“In a world facing major environmental and social challenges, sustainability is the way forward as we consolidate the company’s reputation as a dynamic and innovative organisation,” adds Murad. “As awareness about the concept grows worldwide, Ford is proud to be an important voice in this global movement.”
Ford Motor Company aims also to generate more awareness among motorists of how smart driving could benefit both their vehicle performance and the environment and saves up to 40 per cent on fuel bills. Ford's Eco-Driving Tips educate the public about simple maintenance and driving techniques to help reduce fuel emissions.
Ford has set clear targets for achieving manufacturing sustainability, including an objective in 2000 to cut the energy used in producing each vehicle by 20 per cent. The company exceeded that goal and is saving US$50 million annually as a result.
Ford facilities worldwide are reducing waste as well. More than 100 active recycling programmes are in place at Ford's North American facilities, reducing solid waste by 200 million pounds each year. The Wayne (Michigan) Assembly is converting methane gas from landfill waste into electrical energy. Nearly all of the production parts used by the Romeo (Michigan) Engine Plant are packaged into returnable containers.
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures and distributes automobiles in 200 markets across six continents. With about 300,000 employees and 108 plants worldwide, the company’s core and affiliated automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Its automotive-related services include Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.fordvehicles.com.
Ford Motor Company’s history in the Middle East goes back to nearly 60 years. The company’s local importer-dealers operate more than 55 facilities in the GCC, Jordan, Lebanon, Syria and Yemen, and directly employ more than 4,000 people, the majority of whom are Arab Nationals.
