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Ford Motor Company's Success With Environmental Issues

1067 words - 4 pages

Bill Ford, Ford Motor Company Chairman, believes " A good company delivers good products and services; a great one does all that and strives to make the world a better place."(Elkington, D. 2000) To be able to make the world a better place we need to preserve the environment for the children of today and for the children of tomorrow. Ford Motor Company has provided information about their environmental initiatives and studies associated with them. Issues of social and consumer research, the "Heritage Project"(Elkington, D. 2000), and environmental achievements have projected Ford Motor Company to the forefront of leading company to become environmentally friendly.Bill Ford first joined the board of trustees in 1988 and became chairman of the board in 1999. After taking this position the company's level of social awareness and activeness have been on the rise. The reason being is that society is demanding much more accountability from a corporation than ever before. Bill Ford and the Ford Motor Company have now taken steps to ensure that they will be the leaders and motivate others to right the wrongs and build a better future.People, more then ever, are highly stimulate by environmental facts. One of the issues is global warming. If you were to travel to places like Mexico City and Beijing, the air is so thick you have to swallow just to breath. Tailpipe emissions are one of the leading contributors to this issue and great progress has been made. There are now hybrid vehicles and fuel cells. Hybrid vehicles are now beginning to hit the road. TheseFord Motor Company's 4vehicles use an internal combustion engine as well as an electric motor. In fact, Ford Motor Corp. plans to release a hybrid- electric SUV in 2003 that will get 40 mpg. (Chang, David 2000). Another vehicle due to be released is the Ford Prodigy. The Prodigy will achieve 70 mpg because of its lightweight and aerodynamic design, along with the hybrid concept. (Elkington, D. 2000) The fuel cell holds the future. This vehicle runs off of hydrogen and emits only steam. Hydrogen is considered a renewable resource that can be produced from the algae on ponds. These great innovations will reduce smog-forming pollutants by 4250 tons annually, give the consumers an efficient power source, and give automakers major business opportunity. (Chang, David 2000)The customers will eventually decide the fate of vehicles that are environmentally friendly. A massive conversion effort on the part of the makers will need to be done but only if people are will to buy the new products. While doing consumer research, Ford employees ask potential buyers a series of questions. Though it was not scientific, the answers were all generally the same. People were first asked, "Are you an environmentalist?" and most people replied yes. Then they were asked, "Are you willing to pay more for it?" and the answer was generally NO. "Are you willing to compromise function?" with the general answer of NO. " Are you willing...

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