Home » Ford CEO Mark Fields Keynote at MWC 2016 (Full Transcript)

Ford CEO Mark Fields Keynote at MWC 2016 (Full Transcript)

And we’re doing this from a position of strength. Ford last year delivered record profits and grew our global market share due to the strength of our new products. We were America’s best-selling vehicle for the sixth straight year in a row and here in Europe we grew our market share last year, the second year in a row, and we became Europe’s top commercial vehicle brand. From the Fiesta small car to the Mustang sports car to our bestselling trucks and SUVs, our product strength continues to gain momentum, and that includes seven new or upgraded vehicles that we’re introducing here in Europe this year alone, including the new Kuga which is making its world debut right here at the Mobile World Congress.

Kuga is a thoroughly modern SUV for today’s world. It’s connected, it’s intuitive, it’s more fuel-efficient and it’s packed with semi autonomous technologies like automatic braking and parking, and perhaps most importantly, at a mobile technology conference, it comes with SYNC 3, the most advanced version of our popular in-car connectivity system, which I’ll talk more about in a moment.

Now Kuga is already extremely popular. In fact, last year was Kuga’s best ever sales year in Europe since it was introduced. And you can see the new Kuga which is built right here in Spain on our stand in Hall 3 here today and we encourage you to go check it out.

Products like Kuga with SYNC 3 are just one example of how serious we are of being an auto and mobility company. Transportation we feel is on the cusp of a revolution and it’s inspiring a revolution at Ford. To us, mobility is about giving people the freedom to live to work and to play where they want. And it’s about making people’s lives better by changing the way the world moves.

And today we’re proud to share more news tied to our progress in all five areas of Ford Smart Mobility. So let’s start with Connectivity.

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Ford SYNC is the industry’s most popular in-vehicle entertainment and communication system, and right now there are more than 15 million SYNC equipped vehicles on the road globally. And by 2020, we expect more than 43 million vehicles will be on the road with SYNC, helping drivers stay connected on the move while keeping their hands on the wheel and their eyes on the road.

And today we’re announcing that our third-generation SYNC — SYNC 3 — is coming to Europe this year. It’s going to be debuting on Mondeo, S-MAX and Galaxy and of course the new Kuga. We’re also announcing that SYNC 3 will be compatible with both Android Auto and Apple Carplay giving users access to even more functionality via voice control or their touch screen.

SYNC 3 is more intuitive, it’s easier to use and even quicker than the previous generation. It also has an all new graphical interface that smartphone users will find familiar and can be updated over the air through a Wi-fi connection. SYNC 3 also features five new languages supporting a broad spectrum of European markets and more conversational speech recognition.

So just push a button and say “I need coffee” or “I need petrol” or “I need to park” and SYNC 3 will find the places that you need to go.

Today we’re also announcing at the same time five new AppLink partners in Europe — MyBoxMan, HearMeOut, AccuWeather, Cadena Ser and Los 40. And our AppLink platform and supporting developer program literally allows developers to develop apps directly for SYNC 3 giving our customers easy access to their services, information and entertainment. In fact, one of the partners – MyBoxMan – traces its origins to a hackathon that we organized just a few months ago at Web Summit in Dublin and MyBoxMan is a social shipping act – think about Uber for packages or for deliveries. So if you’re making a journey you can check the weather and you can check whether anyone in your area needs to get a package from where you are to where you’re going and in process, well, you get to make a little money.

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Now let’s talk about Mobility. We’re seeing great results from our on-demand car sharing service that we launched in London last year which we call GoDrive. GoDrive is growing fast because of the flexibility it provides customers with a one-way trip availability, guaranteed parking and pay per minute pricing as opposed to the “by the hour” pricing of other services and we’ve expanded the program to 25 hubs across London, including major transport centers such as Waterloo Station and City Airport.

And as we’ve grown, we’ve gained important insights about what customers want in such a service. For example, almost half of GoDrive customers don’t own or have access to a car, which means that they don’t currently engage with Ford or buy our vehicles, and that means that GoDrive is bringing new people to Ford. Also, over 60% of GoDrive customers have chosen an electric vehicle at least once. And those who have, well, 97% of them say that they would use an electric vehicle again. And with such great success that we’re having with GoDrive, we’re now expanding our efforts to parking.

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