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Ford Division Rolls Out New Look for New Century

14 July 2000

    DEARBORN, Mich. - Jim O'Connor, Ford Division president, commemorated the 
re-imaging of the Ford Dealership Identification Program at Fairlane Ford.  
Fairlane Ford is the first U.S. dealer to install the newly designed sign.

    "The blue Ford oval is the second most recognizable icon in the world,"
said Jim O'Connor, Ford Division president.  "The Ford dealership sign was
designed in partnership with our Ford dealers and with input from consumers.
We believe it conveys the genuine, progressive and smart characteristics that
define the Ford brand."

    The new sign delivers Ford brand values by being Genuine ... because the
Ford oval is the focal point of the signs, Progressive ... because they
represent a positive change, and they're contemporary, and Smart ... because
they're functional, straightforward, with no pretenses.

    Ford Division anticipates the new signs to be installed at all 4,200 U.S.
Dealerships by 2003, timed to coincide with the celebration of Ford Motor
Company's centennial anniversary.

    FACTS

    *  Fourteen research clinics were conducted with Ford customers,
competitors' customers and Ford dealers to gain insight about what visual cues
best define the Ford brand for them.  The redesigned Ford sign uses color,
materials, textures and shapes to project the genuine, progressive and smart
attributes of the Ford brand.
    *  Ford Motor Company and the Ford Dealer Council have endorsed the new
design.
    *  Approximately 18 different sign models were considered.
    *  Ford is committed to the environment.  The sign is designed to retrofit
the existing signs at Ford dealers.  The sign base structure will be clad with
fiberglass, the perimeter of the oval is constructed of stainless steel and
the illuminated face of the oval is polycarbonate.  Discarded materials will
be recycled.