Sustainability 2011/12


Increasing Consumer Awareness of Environmental Issues

Ford is also working to increase consumer awareness of key vehicle-related environmental issues, including how drivers can help to improve the environmental performance of their own vehicles.

In 2010, we launched a website to help consumers understand the different electrified vehicle options. The site provides jargon-free explanations of the differences between hybrid electric vehicles, plug-in hybrid vehicles and all-electric vehicles, including details on the technologies that make them possible, such as battery chemistry, charge ports and regenerative braking. The site is part of Ford’s relentless effort to educate consumers about the choices offered by the Company’s range of electrified vehicles and to help potential buyers determine which electrified option might best suit their specific driving habits and needs. Consumers who visit the site can review videos, text and cutaway diagrams that illustrate the differences between vehicles like the Ford Fusion Hybrid, the Ford Focus Electric and planned Ford plug-in hybrids. The site does not offer opinions on which vehicle technology is better. Rather, it provides clear explanations about how gasoline, hybrid, plug-in hybrid and all-electric vehicles work, to help consumers decide which vehicle could be the best option for them. We also launched a “Plug Into Ford” website, which provides customers with an in-depth look at how to make the most of the electric vehicle lifestyle. Read more about our electric vehicles in our electrification section.

In early 2012 we launched a calculator to help our fleet customers think through the relative lifecycle carbon emissions of different vehicle options. In addition to measuring emissions (such as carbon dioxide, volatile organic compounds and oxides of nitrogen) based on the vehicle’s fuel source, it also provides fuel-cost estimates based on regional pricing data. The calculator provides a comparison between any two Ford models currently on the market, including hybrid-electric, plug-in hybrid and all-electric vehicles. For more information on this carbon calculator, please see Quantifying Our Environmental Impacts.

In early 2012 we also revealed our collaboration with, announcing an inspiring documentary series featuring innovative leaders who are shaping sustainable businesses and influencing positive change around the world. We joined forces with to inspire people through film, design, art, transportation and culture to make smarter environmental decisions. The project includes developing creative content, such as a short documentary series, as well as live-event programs and film festivals to further spread their shared mission. The first set of films is scheduled for release in spring 2012. This unique series of digital short films highlights leading influencers from industries such as sustainable fashion and transport, advanced upcycling and smart plastics.

We are also educating drivers about environmental issues while they drive. For example, Ford’s new, advanced in-vehicle system – SYNC® with MyFord Touch™ – offers an array of real-time information on fuel-economy performance that can coach drivers to get more miles to the gallon and save on fuel costs. For example, SYNC with MyFord Touch enables drivers to monitor and track their vehicle’s real-time fuel-economy performance and mile-per-gallon averages for the past five, 10 and 30 minutes. In addition, the SYNC with MyFord Touch map-based navigation system offers an Eco-Route option that quickly calculates the most fuel-efficient route a driver can take to get from point A to point B.

In the U.S., our hybrid and other electrified vehicles offer a SmartGauge™ with EcoGuide instrument cluster tool, which provides real-time fuel-economy data and promotes fuel-efficient driving by showing a graphic of growing leaves and flowers as drivers’ fuel efficiency improves. We launched a similar system in Europe called Ford EcoMode. Similar to EcoGuide, EcoMode helps educate the driver to achieve improved real-world fuel economy. It was first introduced on the Ford Focus ECOnetic and will be implemented as an option in more European Ford models in the future.

For more information on how we are using in-vehicle information technology to help drivers improve their fuel efficiency, please see the Climate Change Progress and Performance section.

We have also developed eco-driving tips that help drivers improve their fuel economy by almost 25 percent. We provide these tips on our website and through a Ford Driving Skills for Life online training program. We started providing eco-driving training in 2000 in Europe and have since expanded it to the U.S. and Asia. For more information on our eco-driving training programs, please see the Climate Change section.