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Ford Division Leads in Sales to Hispanic Consumers

3 July 2000

Ford Division Leads in Sales to Hispanic Consumers

    DEARBORN, Mich.b - Ford Division, the leader in combined car and truck sales 
to the U.S. Hispanic market since 1997, is continuing the charge, experiencing 
explosive first-quarter growth this year.  Ford Division released the latest 
sales figures at the National Council of La Raza Annual Convention, a national 
organization of Hispanic leaders.

    For the first quarter of this year, Ford Division sales are up 30.9
percent, to 43,265 vehicles from 33,036, in the U.S. Hispanic market compared
with last year.  Ford has increased its share of the Hispanic car market in
this period too -- holding 12.4 percent, up from 11.9 percent, largely on the
strength of Focus' performance.  Focus had sales of 5,200 in this quarter.

    "We have a comprehensive marketing program that encompasses advertising,
public affairs, grass-roots activities, community events and our
http://www.fordespiritu.com web page" said Jan Klug, Ford Division marketing
communications manager.  "There is a true corporate commitment to this
important group, and Ford works hard with Ford Dealers to reach this market."

    In 1999, Ford sales shot up 19.7 percent in this market to 151,446 from
126,485 in 1998.  Since 1997, Ford Division sales to Hispanic consumers have
gone up 35 percent.

    "This is a group with $378 billion in buying power.  It will be the
largest U.S. minority group in two years," Klug said.

    One of the biggest success stories of Ford Division 1999 and 2000 sales to
Hispanics is Focus.  During the first two months it was available, Focus
grabbed 1.9 percent of the Hispanic retail market, with sales of 2,648
vehicles. Focus has stayed hot through the first quarter of this year; its
sales were up 13.4 percent over the same period in 1999.

    "Focus is a cool car," Klug said.  "That's what brings Focus to the party.
This car bridges the general market and the Hispanic market.  It also gives us
a strong entry into the youth market along with Mustang."

    F-Series trucks hold the top spot in Hispanic markets with sales of 44,504
in 1999 and 30,532 through the first quarter.  These buyers also give high
marks to Mustang, making it the 13th-best-selling vehicle in the segment at
13,183 in 1999.  Ford Explorer, Ranger, Escort and Expedition also make the
top 15 among best-selling vehicles to Hispanics.

    Ford Motor Company's commitment to good corporate citizenship
extends to Hispanic communities through a variety of programs backed by Ford
and its dealers.  Among these are the Spirit of Ford Accomplishment and
Scholastic Awards given annually to 70 high-school students.  More than 8,000
students entered this year for a share of the $200,000 in college
scholarships.

    Ford Division and its dealers also are heavily involved in Race for the
Cure, a nationwide breast-cancer awareness and fund-raising campaign; donation
of Econoline vans in several key Hispanic markets to help women without
transportation get to clinics for free medical checkups; and sponsorship with
Ford Motor Credit Company of free seminars to help Hispanics newly arrived in
the United States learn about obtaining and properly using credit to establish
themselves.

    Competition for this market has become fierce the past couple of years as
other carmakers realize the buying power and the staying power of Hispanic
consumers.

    "So our challenge becomes to be more innovative each and every year in how
we approach this market," Klug said.  "We will continue to depend on local
dealer partners, who have discovered this business opportunity in their areas
and really gotten behind it.  For example, many dealers are trying to better
meet consumer needs by having Spanish-speaking sales and service staff on
hand."

    Ford's wide range of vehicles appeals to the spectrum of needs and wants
within the Hispanic market.  Focus and Mustang especially appeal to younger
people, and Hispanics as a group are younger than the rest of the U.S.
population, said Klug.

    "The partnership between Ford and its dealers is key to reaching any
market," Klug said.  "That is why reaching out to Hispanic consumers has been
such a success for us, and why it will continue to be as this group, its
influence and its buying power grow into the 21st century."