Comments on: A Girl’s Eye View of the Road Ahead http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead Women from all over the world sharing their views, ideas and experiences on living a more sustainable life Thu, 28 Jan 2010 14:06:44 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Nancy Goldstein http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead/comment-page-1#comment-23289 Nancy Goldstein Tue, 07 Jul 2009 13:34:47 +0000 http://greengirlsglobal.com/blog/?p=3396#comment-23289 As a marketer and brand strategist, I worry that Ford is asking the wrong question and focusing on the wrong aspect of Lee's post. The issue isn't that she should or should not ask questions (she should) or that Ford should or shouldn't be worried that their customer base doesn't fully trust their vague green claims (they should). Rather, Ford should be asking the question "what do consumers need to know to persuade them to consider a Ford hybrid?" "What benefits offered are the most compelling and relevant to those consumers that they want to consider Ford?" Ford has done a wonderful job of getting consumer input for their new line of hybrids, but should make sure that their communications deliver on that input. Lee's position is that as a consumer that cares about hybrids (and a Ford fan - it will get that much harder with consumers that are not pre-disposed to love Ford), she is telling them what she needs. I hope they approach their communication strategy with the same diligence and openness that they approached product development. As a marketer and brand strategist, I worry that Ford is asking the wrong question and focusing on the wrong aspect of Lee’s post. The issue isn’t that she should or should not ask questions (she should) or that Ford should or shouldn’t be worried that their customer base doesn’t fully trust their vague green claims (they should). Rather, Ford should be asking the question “what do consumers need to know to persuade them to consider a Ford hybrid?” “What benefits offered are the most compelling and relevant to those consumers that they want to consider Ford?” Ford has done a wonderful job of getting consumer input for their new line of hybrids, but should make sure that their communications deliver on that input. Lee’s position is that as a consumer that cares about hybrids (and a Ford fan – it will get that much harder with consumers that are not pre-disposed to love Ford), she is telling them what she needs. I hope they approach their communication strategy with the same diligence and openness that they approached product development.

]]> By: Scott Monty http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead/comment-page-1#comment-23286 Scott Monty Fri, 03 Jul 2009 20:37:55 +0000 http://greengirlsglobal.com/blog/?p=3396#comment-23286 All: I never once negated anyone's ability to ask questions; I merely stated that it's sad that people can't trust what a company says. Now, can we do a better job of making this material available to people? Sure. Can we make a car of high quality and environmental standards, as Phoinix asks? We already do and we're continuing to do more. Jennifer says we should get the consumer engaged. That's what we're doing with lending our our vehicles to bloggers like Lee. We also have invited in the guys from the Movement Design Bureau in to do some in-depth investigation of what we're doing. You can see one example of their work at: http://movementbureau.blogs.com/projects/2009/05/bill-ford.html We're overhauling The Ford Story (http://www.thefordstory.com), the site that will eventually become our consumer-friendly, social media hub. If you check out the Green channel there, you'll see some of the stories related to our efforts. We're going to make it searchable and more intuitive to find the content that's relevant to making a car purchasing decision, as well as about corporate issues. And part of this will be highlighting posts like this and like the Movement Design Bureau's, among others. And we have a number of green videos up on our YouTube channel at http://www.youtube.com/ford - including one about our soy-based seats. Feel free to let me know if you have any other questions. And thanks for asking them. Scott All: I never once negated anyone’s ability to ask questions; I merely stated that it’s sad that people can’t trust what a company says.

Now, can we do a better job of making this material available to people? Sure. Can we make a car of high quality and environmental standards, as Phoinix asks? We already do and we’re continuing to do more. Jennifer says we should get the consumer engaged. That’s what we’re doing with lending our our vehicles to bloggers like Lee. We also have invited in the guys from the Movement Design Bureau in to do some in-depth investigation of what we’re doing. You can see one example of their work at: http://movementbureau.blogs.com/projects/2009/05/bill-ford.html

We’re overhauling The Ford Story (http://www.thefordstory.com), the site that will eventually become our consumer-friendly, social media hub. If you check out the Green channel there, you’ll see some of the stories related to our efforts. We’re going to make it searchable and more intuitive to find the content that’s relevant to making a car purchasing decision, as well as about corporate issues. And part of this will be highlighting posts like this and like the Movement Design Bureau’s, among others.

And we have a number of green videos up on our YouTube channel at http://www.youtube.com/ford – including one about our soy-based seats.

Feel free to let me know if you have any other questions. And thanks for asking them.

Scott

]]> By: jennifer http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead/comment-page-1#comment-23285 jennifer Fri, 03 Jul 2009 18:31:36 +0000 http://greengirlsglobal.com/blog/?p=3396#comment-23285 As a consumer I think where Ford completely misses the boat is getting the consumer engaged. The mini is a great example of a brand that gives the customer the power to be educated. I can learn what I want at my pace and if Mini made seats out of recycled plastic coke bottles, I bet they might even show the process in action, and people would be twittering about it,etc. etc. Consumers love that and by the time they get to the dealer they are sold. When I go to the Ford site i am overwhelmed with where to start. It isn't engaging and I see a lot of PhD's photos and a lot of words and statistics and what looks like power point slides. It needs to pop and engage and it doesn't unless you have a hours to read through the info. I know my comments are not completely related to the post but I think an overhaul of the way the information is presented might help the future of FORD. Car purchases are emotional for many - they represent status, what your style is, what you stand for, it isn't just about driving a "green" car. As a consumer I think where Ford completely misses the boat is getting the consumer engaged. The mini is a great example of a brand that gives the customer the power to be educated. I can learn what I want at my pace and if Mini made seats out of recycled plastic coke bottles, I bet they might even show the process in action, and people would be twittering about it,etc. etc. Consumers love that and by the time they get to the dealer they are sold.

When I go to the Ford site i am overwhelmed with where to start. It isn’t engaging and I see a lot of PhD’s photos and a lot of words and statistics and what looks like power point slides. It needs to pop and engage and it doesn’t unless you have a hours to read through the info.

I know my comments are not completely related to the post but I think an overhaul of the way the information is presented might help the future of FORD. Car purchases are emotional for many – they represent status, what your style is, what you stand for, it isn’t just about driving a “green” car.

]]> By: lee http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead/comment-page-1#comment-23284 lee Fri, 03 Jul 2009 18:15:33 +0000 http://greengirlsglobal.com/blog/?p=3396#comment-23284 So the issue becomes about consumers having their questions answered. The interior of the 2010 FORD FUSION HYBRID is made of recycled material. I would like to know which parts inside the car are from recycled materials. I would like to know the material that these parts are recycled from. I would like to know the processing method of recycling these used materials. I would like to know where it takes place too; the location of the factory. Or perhaps the soy-based seat cushions can be addressed. Does Ford use them or not? The answers don't have to come to me directly. My thought was to have a section on the Ford website that would actually answer these green concerns in detail. But, first Ford must hear our questions. Warmth, lee So the issue becomes about consumers having their questions answered.

The interior of the 2010 FORD FUSION HYBRID is made of recycled material.
I would like to know which parts inside the car are from recycled materials.
I would like to know the material that these parts are recycled from.
I would like to know the processing method of recycling these used materials.
I would like to know where it takes place too; the location of the factory.

Or perhaps the soy-based seat cushions can be addressed.
Does Ford use them or not?

The answers don’t have to come to me directly.
My thought was to have a section on the Ford website that would actually answer these green concerns in detail. But, first Ford must hear our questions.

Warmth,
lee

]]> By: Neal H. Levin http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead/comment-page-1#comment-23283 Neal H. Levin Fri, 03 Jul 2009 17:17:12 +0000 http://greengirlsglobal.com/blog/?p=3396#comment-23283 Though a Sustainability Strategist, a designer/promotor of highly conscious sustainability initiatives (which include more responsible means of transportation), and a person who holds hope that Ford can re-steer the VERY LARGE ship, I must chime-in to defend Scott here. I've re-read his post several times and do not see where he condemns or even discourages questions, where he commands trust where it may not belong nor where he claims that Ford is providing information in the most effective format. To the contrary, he admits that consumers have little trust in big companies, claims that it's sad when consumers don't know what is true or not (i.e. don't have a trustworthy source for accurate info), and admits that the company's web site should not be the bible of truth. Lee did an EXCELLENT job of both offering her review of the test-drive as well as asking poignant questions. Asking questions empowers the masses. Scott chimed-in to provide some answers and he doesn't command that Lee believe everything she reads. If after reading the information that Scott provided, one would then hope that Scott could help to find answers to the questions that remained. Yes, there is much to be done in sustainability and many of the larger companies are so entrenched that digging out is extremely difficult (and in some cases, nearly impossible). However, most small steps for large companies dwarf the big steps taken by smaller ones relative to the change in their impact, environmentally and socially. I commend Ford for it's commitment to new vehicles AND for not shouting how great they are as a result (some of you have asked the Ford boast about it's achievements on the front page of the web page. To your own point, they appear to be waiting until the vehicle rolls off the assembly line before doing so -- very wise). DISCLOSURE: though I represent many F500 companies, Ford is not one of them. Though a Sustainability Strategist, a designer/promotor of highly conscious sustainability initiatives (which include more responsible means of transportation), and a person who holds hope that Ford can re-steer the VERY LARGE ship, I must chime-in to defend Scott here. I’ve re-read his post several times and do not see where he condemns or even discourages questions, where he commands trust where it may not belong nor where he claims that Ford is providing information in the most effective format. To the contrary, he admits that consumers have little trust in big companies, claims that it’s sad when consumers don’t know what is true or not (i.e. don’t have a trustworthy source for accurate info), and admits that the company’s web site should not be the bible of truth. Lee did an EXCELLENT job of both offering her review of the test-drive as well as asking poignant questions. Asking questions empowers the masses. Scott chimed-in to provide some answers and he doesn’t command that Lee believe everything she reads. If after reading the information that Scott provided, one would then hope that Scott could help to find answers to the questions that remained.

Yes, there is much to be done in sustainability and many of the larger companies are so entrenched that digging out is extremely difficult (and in some cases, nearly impossible). However, most small steps for large companies dwarf the big steps taken by smaller ones relative to the change in their impact, environmentally and socially. I commend Ford for it’s commitment to new vehicles AND for not shouting how great they are as a result (some of you have asked the Ford boast about it’s achievements on the front page of the web page. To your own point, they appear to be waiting until the vehicle rolls off the assembly line before doing so — very wise).

DISCLOSURE: though I represent many F500 companies, Ford is not one of them.

]]> By: Peter http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead/comment-page-1#comment-23282 Peter Fri, 03 Jul 2009 17:05:52 +0000 http://greengirlsglobal.com/blog/?p=3396#comment-23282 Scott-I'd just suggest that you reread Lee's post. If you felt sad after reading it, maybe you should take an extra day on the long July 4 weekend and relax. It is extremely positive ("Again, I love Ford"-in the corporate world, it doesn't get any better than that). Her impressions of the 2010 Fusion Hybrid piqued my interest. Sounds like a good car. Lee had other questions about its sustainability and "greenness," which, to me, shows that she's a responsible consumer. The only sad thing is that she couldn't easily find the answers on Ford's website. And, yes, we all should be able to trust Ford's site more than Googling other sites of uncertain reliability. Maybe you should hire Lee to help you "green" the navigation of Ford's website? Scott-I’d just suggest that you reread Lee’s post. If you felt sad after reading it, maybe you should take an extra day on the long July 4 weekend and relax. It is extremely positive (“Again, I love Ford”-in the corporate world, it doesn’t get any better than that).

Her impressions of the 2010 Fusion Hybrid piqued my interest. Sounds like a good car. Lee had other questions about its sustainability and “greenness,” which, to me, shows that she’s a responsible consumer. The only sad thing is that she couldn’t easily find the answers on Ford’s website. And, yes, we all should be able to trust Ford’s site more than Googling other sites of uncertain reliability. Maybe you should hire Lee to help you “green” the navigation of Ford’s website?

]]> By: Phoinix http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead/comment-page-1#comment-23280 Phoinix Fri, 03 Jul 2009 16:11:31 +0000 http://greengirlsglobal.com/blog/?p=3396#comment-23280 Well, I'll tell you what - talk is cheap. So are mission statements, "quality" pledges, sponsorships and commercials. Produce an environmentally friendly car of extremely high-quality and reliability for people to buy and drive... Then they'll believe what they experience. Let the product speak for itself. If the advertising and products don't match up then you have a big problem - buyers then don't trust anything you say in the future and it's hard to get a second chance (or fiftieth chance with some US car companies). Quality wins out and at this point few are going to believe anything Ford says without the car to back it up with. Well, I’ll tell you what – talk is cheap. So are mission statements, “quality” pledges, sponsorships and commercials.

Produce an environmentally friendly car of extremely high-quality and reliability for people to buy and drive… Then they’ll believe what they experience. Let the product speak for itself. If the advertising and products don’t match up then you have a big problem – buyers then don’t trust anything you say in the future and it’s hard to get a second chance (or fiftieth chance with some US car companies).

Quality wins out and at this point few are going to believe anything Ford says without the car to back it up with.

]]> By: Maryanne http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead/comment-page-1#comment-23279 Maryanne Fri, 03 Jul 2009 15:59:52 +0000 http://greengirlsglobal.com/blog/?p=3396#comment-23279 We should always be able to ask questions! Corporations should face the fact that consumers have lost trust and respect and the only way to restore those is through open and honest dialogue. Lee's questions seem to me an expression of genuine concern for consumers who want to maintain their integrity in being green. The response from Ford seems to me a genuine willingness to share information. I'm certain that the corporations who do the best job at being open, honest, and responsible to the consumer and with the communities they serve will be the ones that come out on top of the current economic turmoil. I love these dialogues! If we keep the questions and answers going, Ford, the consumers, and the planet all win. We should always be able to ask questions! Corporations should face the fact that consumers have lost trust and respect and the only way to restore those is through open and honest dialogue.

Lee’s questions seem to me an expression of genuine concern for consumers who want to maintain their integrity in being green. The response from Ford seems to me a genuine willingness to share information.

I’m certain that the corporations who do the best job at being open, honest, and responsible to the consumer and with the communities they serve will be the ones that come out on top of the current economic turmoil.

I love these dialogues! If we keep the questions and answers going, Ford, the consumers, and the planet all win.

]]> By: jennifer http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead/comment-page-1#comment-23278 jennifer Fri, 03 Jul 2009 15:17:51 +0000 http://greengirlsglobal.com/blog/?p=3396#comment-23278 I thought Lee's review was very well balanced, one we don't unfortunately find in the media. She is happy with Ford but she is asking the right questions. That is not sad. That is like telling a child in school that it is sad that they are asking how something works or where it came from. I think Lee brings up valid comments and suggestions. I think the world is changing and I don't think it is sad that customers are questioning companies. A customers prospective often improves products, selection and can be inspiring and provide growth opportunities for the company if they listen. Seems like a nice car. I thought Lee’s review was very well balanced, one we don’t unfortunately find in the media. She is happy with Ford but she is asking the right questions. That is not sad. That is like telling a child in school that it is sad that they are asking how something works or where it came from.

I think Lee brings up valid comments and suggestions. I think the world is changing and I don’t think it is sad that customers are questioning companies. A customers prospective often improves products, selection and can be inspiring and provide growth opportunities for the company if they listen.

Seems like a nice car.

]]> By: lee http://greengirlsglobal.com/blog/a-girl%e2%80%99s-eye-view-of-the-road-ahead/comment-page-1#comment-23277 lee Fri, 03 Jul 2009 14:37:18 +0000 http://greengirlsglobal.com/blog/?p=3396#comment-23277 Good morning Monty, The state of questioning is not a "sad" state at all. Questioning is a healthy state and one that is essential to change. Accessibility and clarity of information is another component. I found my list of Ford's green "explorations" in various places on the internet, not the Ford site. also, I read conflicting information, one where Ford uses soy base cushion for the seats and one where Ford does not. Which is right? Which cars have them and what cars do not? I looked on the Ford.com site and could not find information easily. I even put those keywords into the site search, nothing. It doesn't mean that the information isn't there, it just means that the Ford website's navigation isn't the best for all member's of the public to search and find information. Especially those of us that are focused on green initiatives as our main criteria. Thank you for the links. I will read them. THREE ELECTRIC CARS by 2012!!!! this news should be on the Ford homepage! where can i read about the development of the plug-in car? My review is a hopeful one, one where I commented on Ford's commitment. It is also a constructive review. Personal, I feel that Ford would benefit from listening to some of my points made (and a few not yet voiced.) To introduce topics of "sadness", "trust" and "truthfulness" is truly counterproductive and has nothing to do with the issues I mention in my post. warmth, lee Good morning Monty,
The state of questioning is not a “sad” state at all. Questioning is a healthy state and one that is essential to change. Accessibility and clarity of information is another component.

I found my list of Ford’s green “explorations” in various places on the internet, not the Ford site. also, I read conflicting information, one where Ford uses soy base cushion for the seats and one where Ford does not. Which is right? Which cars have them and what cars do not?

I looked on the Ford.com site and could not find information easily. I even put those keywords into the site search, nothing. It doesn’t mean that the information isn’t there, it just means that the Ford website’s navigation isn’t the best for all member’s of the public to search and find information. Especially those of us that are focused on green initiatives as our main criteria.

Thank you for the links. I will read them.

THREE ELECTRIC CARS by 2012!!!!
this news should be on the Ford homepage!
where can i read about the development of the plug-in car?

My review is a hopeful one, one where I commented on Ford’s commitment. It is also a constructive review. Personal, I feel that Ford would benefit from listening to some of my points made (and a few not yet voiced.)

To introduce topics of “sadness”, “trust” and “truthfulness” is truly counterproductive and has nothing to do with the issues I mention in my post.

warmth,
lee

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