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Ford Motor Company Hosted Top Latino Publishers at Hispanic Heritage Celebration

9 October 2000

Ford Motor Company Hosted Top Latino Publishers at Hispanic Heritage Celebration

   Unveiled Profiles of Empowerment a Ford Minority Supplier/Dealer (MS/MD)
                                 Ad Campaign

    DEARBORN, Mich., Oct. 9 In commemoration of Hispanic
Heritage Month, publishers and editors from among the nation's top U.S.
Hispanic magazines and newspapers were hosted by Ford Motor Company (FMC) for
a day-long series of activities at Ford World Headquarters in Dearborn,
Michigan on Thursday, September 7th.
    During the day's activities, publishers and editors were briefed on FMC's
initiatives for minority supplier and dealer development.  The briefing was
held during a welcome breakfast and hosted by George Frame, Director, Dealer
Development, and Dr. R. M. Jensen, Director, Supplier Development.  "What we
are trying to do is encourage more Hispanics, African-Americans and Asians to
come into the automotive business with us by utilizing our Minority Retailer
Development program," said Mr. Frame.  "You can applaud Ford for spending more
on outsourcing to minority suppliers and contractors than any other
corporation in the world, but what is even more significant is Ford's
commitment to having its work force and supplier base reflect the diversity
necessary to be the global company which it is today," added Dr. Jensen.
    The publishers were escorted to the penthouse at Ford World
Headquarters -- a privilege few have experienced -- and had the opportunity to
chat with Elliott S. Hall, Vice President of Dealer Development for Ford Motor
Company and Rich Honecker, Executive Director, Global Facilities, Materials &
Services.
    The highlight of the day occurred at Spirit of Ford museum where Trustmark
Advertising Supervisor Sandra Nicholls unveiled "Profiles of Empowerment" the
new Hispanic advertising campaign for the minority supplier and minority
dealer (MS/MD) development program.  The campaign, which focuses primarily on
print, relates stories - real life testimonials and success stories from the
Ford Motor Company family of minority suppliers and dealers.  "Profiles of
Empowerment" is targeted to the US Hispanic market and also appeals to the
Hispanic business and civic community.  Tere Zubizarreta, president and CEO of
Zubi Advertising, Ford Motor Company and Ford Division's Hispanic agency of
record and creator of "Profiles of Empowerment," presented the stories behind
the campaign and urged the publishers to celebrate those and other untold
stories among FMC's minority dealers and suppliers.
    Ford Motor Company treated the publishers to a special ride and drive
including such exclusive FMC vehicles such as the Aston Martin, Jaguar, a
special edition Mazda Miata, Lincoln LS, the supercharged F-150 Lightning, and
the new Escape, among others.
    To end the day's event with a stellar finale, Hispanic publishers
participated in a cocktail reception hosted by FMC's Hispanic Network Group
and whose guest speaker was former Secretary of HUD; former San Antonio mayor;
and former President and COO of Univision Communications:  Mr. Henry Cisneros.
Cisneros' inspirational speech on the Hispanization of America was the perfect
ending to the day's Hispanic Heritage celebration.

    Ford Motor Company is the number one corporation in the world in utilizing
minority owned-businesses as suppliers.  In 1999, Ford purchased a record
$3.3 billion worth of goods and services from minority owned and operated
companies.  FMC has over 360 minority-owned dealerships thriving throughout
the country.  Visit the FMC supplier and dealer web sites at:
http://www.fordmsd.com and http://www.dd.ford.com, respectively.