1. Running head: FORD 1
Ford
Bryan Richardson
MKT 421
May 25, 2014
Gary Crum

2. FORD 2
Ford
Ford has been providing wheels for consumer for well over 100 years and I am one of
those consumers. My first car was a Ford Pinto 5 speed and I drove it until I wrecked it, and that
was roughly 30 years ago. From there my dad helped me buy a 1979 Chevy Chevette for
$400.00 but it just didn’t have the same zip to it as the Pinto did, so once I wrecked it and went
thru the windshield it was back to Ford again (true story). From there I joined the military and
while on my first cruise to the Persian Gulf I saw a commercial about a 1996 Ford Mustang that
just excited me and as soon as I got back to Florida that car was mine. From there is was like
hook, line and sinker because to this day there have been nothing but Fords sitting in my
driveway.
In the last 16 years my wife and I have owned four Ford Explorers ranging in years from
1991 all the way to a 2004 and currently we own a 2010 Ford Fusion that gets great gas mileage,
is comfortable and is very good looking. There is a big reason why I have been so partial to Ford
and that reason comes from family arguments, you’re probably not surprised to hear that! My
dad and baby brother drove nothing but General Motors and from day one when they saw me
driving up in that Ford Pinto I haven’t heard the end of all the rude jokes and comments, and
believe it or not that was my real driving force for the next 3 decades.
The second big reason for choosing Ford would have to be the fact that Ford vehicles are
extremely safe and very easy to maintain, well, for me anyways! Since all our Explorers were not
exactly new Sport Utility Vehicles (SUV’s for short), they would always need some extreme
TLC (Tender Loving Care)! Typically whenever there were serious repairs needed I would have
my baby brother over for conversation because he would never help me since he was one of the

3. FORD 3
two people who only preferred G.M’s. My reasons for enjoying to work on our Explorers was
that there were so many safety features that I had to go thru to do those tune ups, break jobs and
oil changes which often times took a while to do which is probable why he didn’t like to deal
with Ford. But you see, the fact that I had to remove things like safety features just to get the job
done was a good thing that and it game me that extra peace of mind. Whenever he worked on his
Yukon he would finish in half the time it took me to do the same thing, and I might add that he
took that against me as well.
Moving on to the third reason, but not necessarily the last, about why my wife and I are
so passionate about Ford. I realize that mostly all automobile manufacturers change their body
styles from year to year, with exception most of all the exotic European vehicles like Mercedes
and BMW’s, with regards to Ford and customer relations we have seen the changes in their body
styles that have really met consumer expectations and thankfully Ford has been able to take their
new line in the right direction. I think the major direction Ford is going with their new line of
Eco boost engines that have remarkable fuel economy, lower CO 2 emissions and improved
performance with their twin turbo 2.3L four cylinder engines. Within the next five years Ford
will introduce the new duel injection turbo charged engines that will consume 20% less fuel then
a much larger 6 cylinder engine that produces more torque and performance.
Now the Ford Fusion 2013 and 2014 Eco boost hybrid comes with the standard 2.5L
Duratec I-4 engine coupled with a selectshift 6 speed transmission, also available is the 1.6 Eco
boost engine and a 1.5LEco boost engine. This car is an amazing example of the future because
it not only eliminates the need to stop at a gas station once a week since it is mainly powered by
a state of the art lithium-ion battery that Ford will charge for free since there are free electric
charging stations throughout the U.S., and if your just at home then the Fusion comes with a

4. FORD 4
personal charging system that you just plug straight into one of your 110 volt plugs which takes
roughly 3 to 4 hours of charging which only boosts you electric bill by about $15.00 a month.
When it comes to customer loyalty and maintaining relationships across different groups
I would say that I for one have been loyal to no end and will continue to be. If fact, there have
been many Honda, Toyota and Chevy loyalists who have been watching the commercials and
test driving all the new line of Fords form the Fusion to the Focus and all the way down to the
newly resurrected Fiesta. Based on reviews there was a person who crossed over from a 2009
Honda Accord EX-L V-6 saying that their new 2014 Ford Fusion has outclassed their Honda in
every regard. Another person who had driven an Audie, BMW, Cadillac and a Volvo and said
that he was ready to spend a long of money for an expensive car; but the Ford won him over.
Whether or not all consumers choose Ford is really up to them and I do know that Ford is
not only looking out for the consumer in regards to their pockets but they are also looking out for
our future, so all I have to say is good for you Ford.

5. FORD 5
References
Ford Fusion consumer reviews.. (2014). Ford Fusion Energi Sedan. Retrieved from
www.edmunds.com/Ford Fusion Energi/years.html
Ford. (2014). Ford. Retrieved from http://ford.com/cars/fusion
Ford. (2014). Ford. Retrieved from http://www.Ford.com/cars/fusion/trim/hybrid