Ford Motor Company The Ford Motor Company ( colloquially referred to as Ford ) is an American multinational automaker headquartered in Dearborn , Michigan , a suburb of Detroit . It was founded by Henry Ford and incorporated on June 16 , 1903 . The company sells automobiles and commercial vehicles under the Ford brand and most luxury cars under the Lincoln brand . Ford also owns Brazilian SUV manufacturer , Troller , and Australian performance car manufacturer FPV . In the past it has also produced tractors and automotive components . Ford owns a 2 . 1 % stake in Mazda of Japan , an 8 % stake in Aston Martin of the United Kingdom , and a 49 % stake in Jiangling of China . It also has a number of joint - ventures , two in China ( Changan Ford Mazda and Ford Lio Ho ) , one in Thailand ( AutoAlliance Thailand ) , one in Turkey ( Ford Otosan ) , and one in Russia ( Ford Sollers ) . It is listed on the New York Stock Exchange and is controlled by the Ford family , although they have minority ownership . It is described by " Forbes " as " the most important industrial company in the history of the United States . " Ford introduced methods for large - scale manufacturing of cars and large - scale management of an industrial workforce using elaborately engineered manufacturing sequences typified by moving assembly line s ; by 1914 these methods were known around the world as Fordism . Ford ' s former UK subsidiaries Jaguar and Land Rover , acquired in 1989 and 2000 respectively , were sold to Tata Motors in March 2008 . Ford owned the Swedish automaker Volvo from 1999 to 2010 . In 2011 , Ford discontinued the Mercury brand , under which it had marketed entry - level luxury cars in the United States , Canada , Mexico , and the Middle East since 1938 . Ford is the second - largest U . S . - based automaker and the fifth - largest in the world based on 2010 vehicle sales . At the end of 2010 , Ford was the fifth largest automaker in Europe . Ford is the eighth - ranked overall American - based company in the 2010 Fortune 500 list , based on global revenues in 2009 of $ 118 . 3 billion . In 2008 , Ford produced 5 . 532 million automobiles and employed about 213 , 000 employees at around 90 plants and facilities worldwide . The company went public in 1956 but the Ford family , through special Class B shares , still retain 40 percent voting rights . History . 20th century . Henry Ford ' s first attempt at a car company under his own name was the Henry Ford Company on November 3 , 1901 , which became the Cadillac Motor Company on August 22 , 1902 , after Ford left with the rights to his name . The Ford Motor Company was launched in a converted factory in 1903 with $ 28 , 000 in cash from twelve investors , most notably John and Horace Dodge ( who would later found their own car company ) . During its early years , the company produced just a few cars a day at its factory on Mack Avenue in Detroit , Michigan . Groups of two or three men worked on each car , assembling it from parts made mostly by supplier companies contracting for Ford . Within a decade the company would lead the world in the expansion and refinement of the assembly line concept ; and Ford soon brought much of the part production in - house in a vertical integration that seemed a better path for the era . Henry Ford was 39 years old when he founded the Ford Motor Company , which would go on to become one of the world ' s largest and most profitable companies , as well as being one to survive the Great Depression . As one of the largest family - controlled companies in the world , the Ford Motor Company has been in continuous family control for over 100 years . After the first modern automobile was already created in the year 1886 by German inventor Carl Benz ( Benz Patent - Motorwagen ) , more efficient production methods were needed to make the automobile affordable for the middle - class ; which Ford contributed to , for instance by introducing the first moving assembly line in 1913 . In 1908 Ford introduced the first engine with a removable cylinder head , in the Model T . In 1930 , Ford introduced the Model A , the first car with safety glass in the windshield . Ford launched the first low priced V8 engine powered car in 1932 . Ford offered the Lifeguard safety package from 1956 , which included such innovations as a standard deep - dish steering wheel , optional front , and , for the first time in a car , rear seatbelts , and an optional padded dash . Ford introduced child - proof door locks into its products in 1957 , and in the same year offered the first retractable hardtop on a mass - produced six - seater car . The Ford Mustang was introduced in 1964 . In 1965 Ford introduced the seat belt reminder light . With the 1980s , Ford introduced several highly successful vehicles around the world . During the 1980s , Ford began using the advertising slogan , " Have you driven a Ford , lately ? " to introduce new customers to their brand and make their vehicles appear more modern . In 1990 and 1994 respectively , Ford also acquired Jaguar Cars and Aston Martin . During the mid - to late 1990s , Ford continued to sell large numbers of vehicles , in a booming American economy with a soaring stock market and low fuel prices . With the dawn of the new century , legacy healthcare costs , higher fuel prices , and a faltering economy led to falling market shares , declining sales , and diminished profit margins . Most of the corporate profits came from financing consumer automobile loans through Ford Motor Credit Company . 21st century . By 2005 , both Ford and GM ' s corporate bonds had been downgraded to junk status , as a result of high U . S . health care costs for an aging workforce , soaring gasoline prices , eroding market share , and an over dependence on declining SUV sales . Profit margins decreased on large vehicles due to increased " incentives " ( in the form of rebates or low interest financing ) to offset declining demand . In the latter half of 2005 , Chairman Bill Ford asked newly appointed Ford Americas Division President Mark Fields to develop a plan to return the company to profitability . Fields previewed the Plan , named " The Way Forward " , at the December 7 , 2005 board meeting of the company and it was unveiled to the public on January 23 , 2006 . " The Way Forward " included resizing the company to match market realities , dropping some unprofitable and inefficient models , consolidating production lines , closing 14 factories and cutting 30 , 000 jobs . Ford moved to introduce a range of new vehicles , including " Crossover SUV s " built on unibody car platforms , rather than more body - on - frame chassis . In developing the hybrid electric powertrain technologies for the Ford Escape Hybrid SUV , Ford licensed similar Toyota hybrid technologies to avoid patent infringements . Ford announced that it will team up with electricity supply company Southern California Edison ( SCE ) to examine the future of plug - in hybrid s in terms of how home and vehicle energy systems will work with the electrical grid . Under the multi - million - dollar , multi - year project , Ford will convert a demonstration fleet of Ford Escape Hybrid s into plug - in hybrids , and SCE will evaluate how the vehicles might interact with the home and the utility ' s electrical grid . Some of the vehicles will be evaluated " in typical customer settings " , according to Ford . William Clay Ford Jr . , great - grandson of Henry Ford ( and better known by his nickname " Bill " ) , was appointed Executive Chairman in 1998 , and also became Chief Executive Officer of the company in 2001 , with the departure of Jacques Nasser , becoming the first member of the Ford family to head the company since the retirement of his uncle , Henry Ford II , in 1982 . Upon the retirement of President and Chief Operation Officer Jim Padilla in April 2006 , Bill Ford assumed his roles as well . Five months later , in September , Ford named Alan Mulally as President and CEO , with Ford continuing as Executive Chairman . In December 2006 , the company raised its borrowing capacity to about $ 25 billion , placing substantially all corporate assets as collateral . Chairman Bill Ford has stated that " bankruptcy is not an option " . Ford and the United Auto Workers , representing approximately 46 , 000 hourly workers in North America , agreed to a historic contract settlement in November 2007 giving the company a substantial break in terms of its ongoing retiree health care costs and other economic issues . The agreement included the establishment of a company - funded , independently run Voluntary Employee Beneficiary Association ( VEBA ) trust to shift the burden of retiree health care from the company ' s books , thereby improving its balance sheet . This arrangement took effect on January 1 , 2010 . As a sign of its currently strong cash position , Ford contributed its entire current liability ( estimated at approximately as of December 31 , 2009 ) to the VEBA in cash , and also pre - paid of its future liabilities to the fund . The agreement also gives hourly workers the job security they were seeking by having the company commit to substantial investments in most of its factories . The automaker reported the largest annual loss in company history in 2006 of $ 12 . 7 billion , and estimated that it would not return to profitability until 2009 . However , Ford surprised Wall Street in the second quarter of 2007 by posting a $ 750 million profit . Despite the gains , the company finished the year with a $ 2 . 7 billion loss , largely attributed to finance restructuring at Volvo . On June 2 , 2008 , Ford sold its Jaguar and Land Rover operations to Tata Motors for $ 2 . 3 billion . During Congressional hearings held in November 2008 at Washington D . C . , and in a show of support , Ford ' s Alan Mulally stated that " We at Ford are hopeful that we have enough liquidity . But we also must prepare ourselves for the prospect of further deteriorating economic conditions " . Mulally went on to state that " The collapse of one of our competitors would have a severe impact on Ford " and that Ford Motor Company ' s supports both Chrysler and General Motors in their search for government bridge loans in the face of conditions caused by the 2008 financial crisis . Together , the three companies presented action plans for the sustainability of the industry . Mulally stated that " In addition to our plan , we are also here today to request support for the industry . In the near - term , Ford does not require access to a government bridge loan . However , we request a credit line of $ 9 billion as a critical backstop or safeguard against worsening conditions as we drive transformational change in our company " GM and Chrysler received government loans and financing through T . A . R . P . legislation funding provisions . On December 19 , the cost of credit default swap s to insure the debt of Ford was 68 percent the sum insured for five years in addition to annual payments of 5 percent . That meant $ 6 . 8 million paid upfront to insure $ 10 million in debt , in addition to payments of $ 500 , 000 per year . In January 2009 , Ford reported a $ 14 . 6 billion loss in the preceding year , a record for the company . The company retained sufficient liquidity to fund its operations . Through April 2009 , Ford ' s strategy of debt for equity exchanges erased $ 9 . 9 billion in liabilities ( 28 % of its total ) in order to leverage its cash position . These actions yielded Ford a $ 2 . 7 billion profit in fiscal year 2009 , the company ' s first full - year profit in four years . In 2012 , Ford ' s corporate bonds were upgraded from junk to investment grade again , citing sustainable , lasting improvements . On October 29 , 2012 , Ford announced the sale of its climate control components business , its last remaining automotive components operation , to Detroit Thermal Systems LLC for an undisclosed price . On November 1 , 2012 , Ford announced that CEO Alan Mulally will stay with the company until 2014 . Ford also named Mark Fields , the president of operations in Americas , as its new chief operating officer Ford ' s CEO Mulally was paid a compensation of over $ 174 million in his previous seven years at Ford since 2006 . The generous amount has been a sore point for some workers of the company . Corporate affairs . Executive management . Members of the Ford board as of July 2014 are : Richard A . Gephardt , Stephen Butler , Ellen Marram , Kimberly Casiano , Mark Fields ( President and CEO ) , Edsel Ford II , Homer Neal , William Clay Ford Jr . ( Executive Chairman ) , Anthony F . Earley , Jr . , James P . Hackett , John L . Thornton , James H . Hance , Jr . , William W . Helman IV , Jon M . Huntsman , Jr . , John C . Lechleiter and Gerald L . Shaheen . Financial results . In 2010 , Ford earned a net profit of $ 6 . 6 billion and reduced its debt from $ 33 . 6 billion to $ 14 . 5 billion lowering interest payments by $ 1 billion following its 2009 net profit of $ 2 . 7 billion . In the U . S . , the F - Series was the best - selling vehicle for 2010 . Ford sold 528 , 349 F - Series trucks during the year , a 27 . 7 % increase over 2009 , out of a total sales of 1 . 9 million vehicles , or every one out of four vehicles Ford sold . Trucks sales accounts for a big slice of Ford ' s profits , according to USA Today . Ford ' s realignment also included the sale of its wholly owned subsidiary , Hertz Rent - a - Car to a private equity group for $ 15 billion in cash and debt acquisition . The sale was completed on December 22 , 2005 . A 50 – 50 joint venture with Mahindra & Mahindra of India , called Mahindra Ford India , Limited ( MIFL ) , ended with Ford buying out Mahindra ' s remaining stake in the company in 2005 . Ford had previously upped its stake to 72 % in 1998 . Operations . Ford has manufacturing operations worldwide , including in the United States , Canada , Mexico , China , the United Kingdom , Germany , Turkey , Brazil , Argentina , Australia and South Africa . Ford also has a cooperative agreement with Russian automaker GAZ . North America . In the first five months of 2010 , auto sales in the U . S . rose to 4 . 6 million cars and light trucks , an increase of 17 % from a year earlier . The rise was mainly caused by the return of commercial customers that had all but stopped buying in 2009 during the recession . Sales to individual customers at dealerships have increased 13 % , while fleet sales have jumped 32 % . Ford reported that 37 % of its sales in May came from fleet sales when it announced its sales for the month increased 23 % . In the first seven months of 2010 , vehicle sales of Ford increased 24 % , including retail and fleet sales . Fleet sales of Ford for the same period rose 35 % to 386 , 000 units while retail sales increase 19 % . Fleet sales account for 39 percent of Chrysler ' s sales and 31 percent for GM ' s . Europe . At first , Ford in Germany and Ford in Britain built different models from one another until the late 1960s , with the Ford Escort and then the Ford Capri being common to both companies . Later on , the Ford Taunus and Ford Cortina became identical , produced in left hand drive and right hand drive respectively . Rationalisation of model ranges meant that production of many models in the UK switched to elsewhere in Europe , including Belgium and Spain as well as Germany . The Ford Sierra replaced the Taunus and Cortina in 1982 , drawing criticism for its radical aerodynamic styling , which was soon given nicknames such as " Jellymould " and " The Salesman ' s Spaceship . " Increasingly , the Ford Motor Company has looked to Ford of Europe for its " world cars " , such as the Mondeo , Focus , and Fiesta , although sales of European - sourced Fords in the U . S . have been disappointing . The Focus has been one exception to this , which has become America ' s best selling compact car since its launch in 2000 . In February 2002 , Ford ended car production in the UK . It was the first time in 90 years that Ford cars had not been made in Britain , although production of the Transit van continued at the company ' s Southampton facility until mid - 2013 , engines at Bridgend and Dagenham , and transmissions at Halewood . Development of European Ford is broadly split between Dunton in Essex ( powertrain , Fiesta / Ka , and commercial vehicles ) and Cologne ( body , chassis , electrical , Focus , Mondeo ) in Germany . Ford also produced the Thames range of commercial vehicles , although the use of this brand name was discontinued circa 1965 . Elsewhere in continental Europe , Ford assembles the Mondeo range in Genk ( Belgium ) , Fiesta in Valencia ( Spain ) and Cologne ( Germany ) , Ka in Valencia ( Spain ) , Focus in Valencia ( Spain ) , Saarlouis ( Germany ) and Vsevolozhsk ( Russia ) . Transit production is in Kocaeli ( Turkey ) , Southampton ( UK ) , and Transit Connect in Kocaeli ( Turkey ) . Ford also owns a joint - venture production plant in Turkey . Ford Otosan , established in the 1970s , manufactures the Transit Connect compact panel van as well as the " Jumbo " and long - wheelbase versions of the full - size Transit . This new production facility was set up near Kocaeli in 2002 , and its opening marked the end of Transit assembly in Genk . Another joint venture plant near Setúbal in Portugal , set up in collaboration with Volkswagen , formerly assembled the Galaxy people - carrier as well as its sister ships , the VW Sharan and SEAT Alhambra . With the introduction of the third generation of the Galaxy , Ford has moved the production of the people - carrier to the Genk plant , with Volkswagen taking over sole ownership of the Setúbal facility . In 2008 , Ford acquired a majority stake in Automobile Craiova , Romania . Starting 2009 , the Ford Transit Connect was Ford ' s first model produced in Craiova , followed , in 2012 , by low - capacity car engines and a new small class car , the B - Max . Ford Europe has broken new ground with a number of relatively futuristic car launches over the last 50 years . Its 1959 Anglia two - door saloon was one of the most quirky - looking small family cars in Europe at the time of its launch , but buyers soon became accustomed to its looks and it was hugely popular with British buyers in particular . It was still selling well when replaced by the more practical Escort in 1967 . The third incarnation of the Ford Escort was launched in 1980 and marked the company ' s move from rear - wheel drive saloons to front - wheel drive hatchbacks in the small family car sector . The fourth generation Escort was produced from 1990 until 2000 , although its successor – the Focus – had been on sale since 1998 . On its launch , the Focus was arguably the most dramatic - looking and fine - handling small family cars on sale , and sold in huge volumes right up to the launch of the next generation Focus at the end of 2004 . The 1982 Ford Sierra – replacement for the long - running and massively popular Cortina and Taunus models – was a style - setter at the time of its launch . Its ultramodern aerodynamic design was a world away from a boxy , sharp - edged Cortina , and it was massively popular just about everywhere it was sold . A series of updates kept it looking relatively fresh until it was replaced by the front - wheel drive Mondeo at the start of 1993 . The rise in popularity of small cars during the 1970s saw Ford enter the mini - car market in 1976 with its Fiesta hatchback . Most of its production was concentrated at Valencia in Spain , and the Fiesta sold in huge figures from the very start . An update in 1983 and the launch of an all - new model in 1989 strengthened its position in the small car market . On October 24 , 2012 , Ford announced that it would be closing its Genk assembly plant in eastern Belgium by the end of 2014 . Oceania . In Australia and New Zealand , the popular Ford Falcon has long been considered the average family car and is considerably larger than the Mondeo , Ford ' s largest car sold in Europe . Between 1960 and 1972 , the Falcon was based on a U . S . model of the same name , but since then has been entirely designed and manufactured in Australia , occasionally being manufactured in New Zealand . Like its General Motors rival , the Holden Commodore , the Falcon uses a rear wheel drive layout . High performance variants of the Falcon running locally built engines produce up to . A ute ( short for " utility " , known in the US as pickup truck ) version is also available with the same range of drivetrains . In addition , Ford Australia sells highly tuned limited - production Falcon sedans and utes through its performance car division , Ford Performance Vehicles . In Australia , the Commodore and Falcon have traditionally outsold all other cars and comprise over 20 % of the new car market . In New Zealand , Ford was second in market share in the first eight months of 2006 with 14 . 4 per cent . More recently Ford has axed its Falcon - based LWB variant of its lineup – the Fairlane and LTD ranges , and announced that their Geelong engine manufacturing plant may be shut down from 2013 . They have also announced local manufacturing of the Focus small car starting from 2011 . In Australia , the Laser was one of Ford Australia ' s most successful models , and was manufactured in Ford ' s Homebush plant from 1981 until the plant ' s closure in September 1994 . It outsold the Mazda 323 , despite being almost identical to it , because the Laser was manufactured in Australia and Ford was perceived as a local brand . In New Zealand , the Ford Laser and Telstar were assembled alongside the Mazda 323 and 626 until 1997 , at the Vehicle Assemblers of New Zealand ( VANZ ) plant in Wiri , Auckland . The Sierra wagon was also assembled in New Zealand , owing to the popularity of station wagon s in that market . The scheduled closure of Ford ' s Australian manufacturing base in 2016 was confirmed in late May 2013 . Headquartered in the Victorian suburb of Broadmeadows , the company had registered losses worth AU $ 600 million over the five years prior to the announcement . It was noted that the corporate fleet and government sales that account for two - thirds of large , local car sales in Australia are insufficient to keep Ford ' s products profitable and viable in Australia . The decision will affect 1200 Ford workers — over 600 employees in Geelong and more than 500 in Broadmeadows — who will lose their jobs by October 2016 . East and Southeast Asia . Ford formed its first passenger - vehicle joint venture in China in 2001 , six years behind GM and more than a decade after VW . It has spent as of 2013 $ 4 . 9 billion to expand its lineup and double production capacity in China to 600 , 000 vehicles . This includes Ford ’ s largest - ever factory complex in the southwestern city of Chongqing . Ford had 2 . 5 percent of the Chinese market in 2013 , while VW controlled 14 . 5 percent and GM had 15 . 6 percent , according to consultant LMC Automotive . GM outsells Ford in China by more than six - to - one . With the acquisition of a stake in Japanese manufacturer Mazda in 1979 , Ford began selling Mazda ' s Familia and Capella ( also known as the 323 and 626 ) as the Ford Laser and Telstar , replacing the European - sourced Escort and Cortina . Through its relationship with Mazda , Ford also acquired a stake in South Korean manufacturer Kia , which built the ( Mazda - based ) Ford Festiva from 1988 – 1993 , and the Ford Aspire from 1994 – 1997 for export to the United States , but later sold their interest to Hyundai ( which also manufactured the Ford Cortina until the 1980s ) . Kia continued to market the Aspire as the Kia Avella , later replaced by the Rio and once again sold in the US . Ford ' s presence in Asia has traditionally been much smaller , confined to Malaysia , Singapore , Hong Kong , the Philippines , and Taiwan , where Ford has had a joint venture with Lio Ho since the 1970s . Ford began assembly of cars in Thailand in 1960 , but withdrew from the country in 1976 , and did not return until 1995 , when it formed a joint venture with Mazda called Auto Alliance . Now in Bo - win Sub District , Sriracha District of the Chonburi it is located The Ford Motor Company ( Thailand ) Limited , making passenger automobiles . On April 30 , 2013 , Ford Motor Co . launched their car and truck line in Myanmar . Previously , heavy importation taxes have stifled imported car purchases in Myanmar , but due to currency reform , lifting of previous import restrictions , and the abolishment of shadow currency , Myanmar ' s car market has grown in demand . Ford of Japan . Ford established a manufacturing facility in the port city of Yokohama in February 1925 , where Model T vehicles were assembled using imported knock - down kit s . The factory subsequently produced 10 , 000 Model A ' s up to 1936 . Production ceased in 1940 as a result of political tensions between Japan and the United States . After World War II , Ford did not have a presence in Japan , as the Ford facility was appropriated by the Japanese Government until 1958 , when property was returned as a possession of the Ford Motor Company and became a research and development location for Ford partner Mazda . In 1979 , Ford acquired a 24 . 5 % ownership stake in Mazda , and in 1982 Ford and Mazda jointly established a sales channel to sell Ford products in Japan , including vehicles manufactured in North America , at a dealership called " ( Japanese ) " . The Autorama sales channel was renamed Ford Sales of Japan in 1997 . Vehicles sold at " Autorama " locations were the North American assembled Ford Explorer , Probe ( 1989 – 1998 ) , Mustang , Taurus ( 1989 – 1997 ) , Thunderbird ( 1990 – 1993 ) , Lincoln Continental , and Lincoln LS . Ford products manufactured in Europe that were sold in Japan were the Ford Mondeo , Ka , Focus , Focus C - MAX , Fiesta , and the Galaxy . Mazda manufactured Ford vehicles in Japan and sold them as Fords at the Autorama locations . They were the Ford Telstar ( Mazda Capella ) , Laser , Festiva , Festiva Mini Wagon , Ixion ( Mazda Premacy ) , Freda ( Mazda Bondo Friendee ) , Spectron ( Mazda Bongo ) , and commercial trucks J80 and the J100 ( Mazda Bongo truck ) . Ford increased its shareholding in Mazda to 33 . 4 % in 1996 . Ford currently sells a small range of vehicles in Japan ; as of October 2010 , the Ford Mustang , Escape , Explorer ( and Explorer truck ) , Ford Kuga , Lincoln Navigator and Lincoln MKX were available in Japan . Ford maintains a regional office in Minato , Tokyo , Japan . South and West Asia . Ford India began production in 1998 at Chennai , Tamil Nadu , with its Ford Escort model , which was later replaced by locally produced Ford Ikon in 2001 . It has since added Fusion , Fiesta , Mondeo and Endeavour to its product line . On March 9 , 2010 , Ford Motor Co . launched its first made - for - India compact car . Starting at 349 , 900 ( $ 7 , 690 ) , the Figo is Ford ' s first car designed and priced for the mass Indian market . On July 28 , 2011 , Ford India signed a memorandum of understanding ( MoU ) with the State of Gujarat for the construction of an assembly and engine plant in Sanand , and planned to invest approximately on a 460 - acre site . Ford ' s market presence in the Middle East has traditionally been small , partly due to previous Arab boycotts of companies dealing with Israel . Ford and Lincoln vehicles are currently marketed in ten countries in the region . Saudi Arabia , Kuwait , and the UAE are the biggest markets . Ford also established itself in Egypt in 1926 , but faced an uphill battle during the 1950s due to the hostile nationalist business environment . Ford ' s distributor in Saudi Arabia announced in February 2003 that it had sold 100 , 000 Ford and Lincoln vehicles since commencing sales in November 1986 . Half of the Ford / Lincoln vehicles sold in that country were Ford Crown Victoria s . In 2004 , Ford sold 30 , 000 units in the region , falling far short of General Motors ' 88 , 852 units and Nissan Motors ' 75 , 000 units . South America . During much of the 20th century , Ford faced protectionist government measures in South America , with the result that it built different models in different countries , without particular regard to rationalization or economy of scale inherent to producing and sharing similar vehicles between the nations . In many cases , new vehicles in a country were based on those of the other manufacturers it had entered into production agreements with , or whose factories it had acquired . For example , the Corcel and Del Rey in Brazil were originally based on Renault vehicles . In 1987 , Ford of Brasil and Ford of Argentina merged their operations with the Brazilian and Argentinan operations of Volkswagen Group , forming a new joint - venture company called Autolatina with a shared model range . Sales figures and profitability were disappointing , and Autolatina was dissolved in 1995 . With the advent of Mercosur , the regional common market , Ford was finally able to rationalize its product line - ups in those countries . Consequently , the Ford Fiesta and Ford EcoSport are only built in Brazil , and the Ford Focus only built in Argentina , with each plant exporting in large volumes to the neighboring countries . Models like the Ford Mondeo from Europe could now be imported completely built up . Ford of Brazil produces a pick - up truck version of the Fiesta , the Courier , which is also produced in South Africa as the Ford Bantam in right hand drive versions . Africa . In Africa , Ford ' s market presence has traditionally been strongest in South Africa and neighbouring countries , with only trucks being sold elsewhere on the continent . Ford in South Africa began by importing kits from Canada to be assembled at its Port Elizabeth facility . Later Ford sourced its models from the UK and Australia , with local versions of the Ford Cortina including the XR6 , with a 3 . 0 V6 engine , and a Cortina - based ' bakkie ' or pick - up , which was exported to the UK . In the mid - 1980s Ford merged with a rival company , owned by Anglo American , to form the South African Motor Corporation ( Samcor ) . Following international condemnation of apartheid , Ford divested from South Africa in 1988 , and sold its stake in Samcor , although it licensed the use of its brand name to the company . Samcor began to assemble Mazdas as well , which affected its product line - up , and saw the European Fords like the Escort and Sierra replaced by the Mazda - based Laser and Telstar . Ford bought a 45 per cent stake in Samcor following the demise of apartheid in 1994 , and this later became , once again , a wholly owned subsidiary , the Ford Motor Company of Southern Africa . Ford now sells a local sedan version of the Fiesta ( also built in India and Mexico ) , and the Focus . The Falcon model from Australia was also sold in South Africa , but was dropped in 2003 , while the Mondeo , after briefly being assembled locally , was dropped in 2005 . Products and services . Automobiles . As of 2012 Ford Motor Company sells a broad range of automobiles under the Ford marque worldwide , and an additional range of luxury automobiles under the Lincoln marque in the United States . The company has sold vehicles under a number of other marques during its history . The Mercury brand was introduced by Ford in 1939 , continuing in production until 2011 when poor sales led to its discontinuation . In 1958 , Ford introduced the Edsel brand , but poor sales led to its discontinuation in 1960 . In 1985 , the Merkur brand was introduced in the United States to market products produced by Ford of Europe ; it was discontinued in 1989 . Ford acquired the British sports car maker Aston Martin in 1989 , later selling it on March 12 , 2007 , although retaining an 8 % stake . Ford purchased Volvo Cars of Sweden in 1999 , selling it to Zhejiang Geely Holding Group in 2010 . In November 2008 , it reduced its 33 . 4 % controlling interest in Mazda of Japan to a 13 . 4 % non - controlling interest . On November 18 , 2010 , Ford reduced their stake further to just 3 % , citing the reduction of ownership would allow greater flexibility to pursue growth in emerging markets . Ford and Mazda remain strategic partners through exchanges of technological information and joint ventures , including an American joint venture plant in Flat Rock , Michigan called Auto Alliance . Ford sold the United Kingdom - based Jaguar and Land Rover companies and brands to Tata Motors of India in March 2008 . In 2011 , J . D . Power ranked Ford 23rd in initial quality , a drop from fifth in 2010 . " Consumer Reports " magazine likewise decided not to recommend several new Ford SUVs , blaming the Sync entertainment and phone system used . Trucks . Ford has produced trucks since 1908 . Countries where Ford commercial vehicles are or were made include Argentina , Australia , Brazil , Canada ( badged Mercury too ) , France , Germany , India , Netherlands , Philippines , Spain ( badged Ebro too ) , Turkey , UK ( badged also Fordson and Thames ) and USA . From the 1940s to late 1970s Ford ' s Ford F - Series were used as the base for light trucks for the North American market . Most of these ventures are now extinct . The European one that lasted longest was the lorries arm of Ford of Britain , which became part of the Iveco group in 1986 . Ford had a minority share in the new company and Iveco took over sales and production of the Ford Cargo range . Ford ' s last significant European truck models were the Transcontinental and the Cargo . In the United States , Ford ' s heavy trucks division ( Classes 7 and 8 ) was sold in 1997 to Freightliner Trucks , which rebranded the lineup as Sterling . Freightliner is in the process of discontinuing this line . Line of heavy trucks made by Ford for the North American market : Ford continues to manufacture medium duty trucks under the F - 650 and F - 750 badges . In 2001 , the company entered into a joint venture with Navistar International to produce medium and heavy duty commercial trucks . The first new model from the new corporation , known as Blue Diamond Truck Company LLC , was the 2006 model year LCF , the first Ford branded cab - over - engine design in the United States since Freightliner ' s acquisition of the Cargo in the mid - 1990s . . The LCF was discontinued in 2009 and Ford ' s 2011 medium and heavy - duty commercial offerings are limited to the two F - Series . In 1999 the end of the F800 meant Ford was not producing in any F - series heavy truck chassis . In Europe , Ford manufactures the Ford Transit jumbo van which is classed as a Large Goods Vehicle and has a payload of up to 2 , 265 kg , there are options of a panel van , pickup or chassis cab . The Ford Transit is also available as a light van called the Ford Transit Connect and the Ford Ranger pickup is available . Buses . Ford manufactured complete buses in the company ' s early history , but today the role of the company has changed to that of a second stage manufacturer . In North America , the E - Series is still used as a chassis for small school buses and the F - 650 is used in commercial bus markets . In the 1980s and 1990s , the medium - duty B700 was a popular chassis used by school bus body manufacturers including Thomas Built , Ward and Blue Bird , but Ford lost its market share due to industry contraction and agreements between body manufacturers . Older bus models included : Prior to 1936 , Ford buses were based on truck bodies : In 1936 , Ford introduced the Ford Transit Bus , a series of small transit buses with bodies built by a second party . Originally a front - engine design , it was modified to a rear - engine design in 1939 . About 1 , 000 to 1 , 200 of the original design were built , and around 12 , 500 of the rear - engine design , which was in production until 1947 ( rebranded as the Universal Bus in 1946 ) . Rear - engine Transit Bus chassis model numbers : After 1946 the Transit City bus was sold as the " Universal Bus " with the roof changed from fabric / wood to all - metal : Succeeding the Ford Transit Bus was the Ford 8M buses : Following World War II and from 1950s onwards Ford lost out to General Motors . This led to the end of transit buses for Ford in North America . In Europe , Ford manufactures the Ford Transit Minibus which is classed in Europe as a Passenger Carrying Vehicle and there are options of 12 , 15 or 17 seaters . In the past European models included : Tractors . The " Henry Ford and Son Company " began making Fordson tractor s in Henry ' s hometown of Springwells ( later part of Dearborn ) , Michigan from 1907 to 1928 , from 1919 to 1932 , at Cork , Ireland , and 1933 – 1964 at Dagenham , England , later transferred to Basildon . They were also produced in Leningrad beginning in 1924 . In 1986 , Ford expanded its tractor business when it purchased the Sperry - New Holland skid - steer loader and hay baler , hay tools and implement company from Sperry Corporation and formed Ford - New Holland which bought out Versatile tractors in 1988 . This company was bought by Fiat in 1993 and the name changed from Ford New Holland to New Holland . New Holland is now part of CNH Global . Financial services . Ford offers automotive finance through Ford Motor Credit Company . Automotive components . Ford ' s " FoMoCo " parts division sells aftermarket parts under the Motorcraft brand name . It has spun off its parts division under the name Visteon . Motorsport . Along with Shelby and Chevrolet , Ford is one of only three American constructors to win titles on the international scene at the FIA World Championships . As a constructor , Ford won the World Sportscar Championship three times in 1966 , 1967 and 1968 , and the World Rally Championship three times in 1979 , 2006 and 2007 . Stock car racing . Ford is one of three manufacturers in NASCAR ' s three major series : Sprint Cup Series , Nationwide Series , and Camping World Truck Series . Major teams include Roush Fenway Racing , Team Penske , and Richard Petty Motorsports . Ford is represented by the mid - size Fusion in the Sprint Cup , the Mustang in the Nationwide Series , and by the F - 150 in the Camping World Truck Series . Some of the most successful NASCAR Fords were the aerodynamic fastback Ford Torino , Ford Torino Talladega , Mercury Cyclone Spoiler II , and Mercury Montego s , and the aero - era Ford Thunderbird s . The Ford nameplate has won eight manufacturer ' s championships in Sprint Cup , while Mercury has won one . In the Sprint Cup Series , Ford earned its 1 , 000th victory in the 2013 Quicken Loans 400 . The Ford Fusion is also used in the ARCA Remax Series . Ford had last won a drivers ' championship in the Cup Series with Kurt Busch in 2004 . Formula One . Ford was heavily involved in Formula One for many years , and supplied engines to a large number of teams from 1967 until 2004 . These engines were designed and manufactured by Cosworth , the racing division that was owned by Ford from 1998 to 2004 . Ford - badged engines won 176 Grands Prix between 1967 and 2003 for teams such as Team Lotus and McLaren . Ford entered Formula One as a constructor in 2000 under the Jaguar Racing name , after buying the Stewart Grand Prix team which had been its primary ' works ' team in the series since 1997 . Jaguar achieved little success in Formula One , and after a turbulent five seasons , Ford withdrew from the category after the 2004 season , selling both Jaguar Racing ( which became Red Bull Racing ) and Cosworth ( to Gerald Forsythe and Kevin Kalkhoven ) . Rally . Ford has a long history in rallying and has been active in the World Rally Championship since the beginning of the world championship , the 1973 season . Ford took the 1979 manufacturers ' title with Hannu Mikkola , Björn Waldegård and Ari Vatanen driving the Ford Escort RS1800 . In the Group B era , Ford achieved success with Ford RS200 . Since the 1999 season , Ford has used various versions of the Ford Focus WRC to much success . In the 2006 season , BP - Ford World Rally Team secured Ford its second manufacturers ' title , with the Focus RS WRC 06 built by M - Sport and driven by " Flying Finns " Marcus Grönholm and Mikko Hirvonen . Continuing with Grönholm and Hirvonen , Ford successfully defended the manufacturers ' world championship in the 2007 season . Ford is the only manufacturer to score in the points for 92 consecutive races ; since the 2002 season opener Monte Carlo Rally . Sports cars . Ford sports cars have been visible in the world of sports car racing since 1964 . Most notably the GT40 won the 24 Hours of Le Mans four times in the 1960s and is the only American car to ever win overall at this prestigious event . Ford also won the 1968 International Championship for Makes with the GT40 , which still stands today as one of the all - time greatest racing cars . Swiss team Matech GT Racing , in collaboration with Ford Racing , opened a new chapter with the Ford GT , winning the Teams title in the 2008 FIA GT3 European Championship . The Ford Mustang has arguably been Ford ' s most successful sports car . Jerry Titus won the 1965 SCCA Pro B National Championship with a Mustang and the model went on to earn Ford the SCCA Trans - Am Championship title in both 1966 and 1967 . Ford won the Trans - Am Championship again in 1970 with Parnelli Jones and George Folmer driving Boss 302 Mustang s for Bud Moore Engineering . Ford took the 1985 and 1986 IMSA GTO Championship with Mustangs driven by John Jones and Scott Pruett before returning to Trans - Am glory with a championship in 1989 with Dorsey Schroeder . Ford dominated Trans - Am in the 1990s with Tommy Kendal winning championships in 1993 , 1995 , 1996 , and 1997 with Paul Gentilozi adding yet another title in 1999 . In 2005 the Ford Mustang FR500C took the championship in the Rolex Koni Challenge Series in its first year on the circuit . In 2007 Ford added a victory in the GT4 European Championship . 2008 was the first year of the Mustang Challenge for the Miller Cup , a series which pits a full field of identical factory built Ford Mustang race cars against each other . Also in 2008 , Ford won the manufacturers championship in the Koni Challenge Series and HyperSport drivers Joe Foster and Steve Maxwell won the drivers title in a Mustang GT . Touring cars . Ford has campaigned touring cars such as the Focus , Falcon , and Contour / Mondeo and the Sierra Cosworth in many different series throughout the years . Notably , Mondeo drivers finished 1 , 2 , 3 in the 2000 British Touring Car Championship and Falcon drivers placed 1 , 2 , 3 in the 2005 V8 Supercar Championship Series . Other . In the Indianapolis 500 , Ford powered IndyCars won 17 times between 1965 and 1996 . Ford has also branched out into drifting with the introduction of the new model Mustang . Most noticeable is the Turquoise and Blue Falken Tires Mustang driven by Vaughn Gittin Jr , A . K . A . " JR " with 750 RWHP ( Rear Wheel Horsepower ) . In drag racing , John Force Racing drivers John Force , Tony Pedregon , and Robert Hight have piloted Ford Mustang Funny Car s to several NHRA titles in recent seasons . Teammates Tim Wilkerson and Bob Tasca III also drive Mustangs in Funny Car . Formula Ford , a formula for single - seater cars without wings and originally on road tires were conceived in 1966 in the UK as an entry - level formula for racing drivers . Many of today ' s racing drivers started their car racing careers in this category . Environmental initiatives . Compressed natural gas . The alternative fossil fuel vehicles , such as some versions of the Crown Victoria especially in fleet and taxi service , operate on compressed natural gas — or CNG . Some CNG vehicles have dual fuel tanks – one for gasoline , the other for CNG – the same engine can operate on either fuel via a selector switch . Flexible fuel vehicles . Flexible fuel vehicle s are designed to operate smoothly using a wide range of available ethanol fuel mixtures — from pure gasoline , to bioethanol - gasoline blends such as E85 ( 85 % ethanol and 15 % gasoline ) or E100 ( neat hydrous ethanol ) in Brazil . Part of the challenge of successful marketing alternative and flexible fuel vehicles in the U . S . , is the general lack of establishment of sufficient fueling station s , which would be essential for these vehicles to be attractive to a wide range of consumers . Significant efforts to ramp up production and distribution of E85 fuels are underway and expanding . Current Ford E100 Flex sold in the Brazilian market are the Courier , Ford EcoSport , Ford Fiesta , Ford Focus and Ford Ka . Electric drive vehicles . Hybrid electric vehicles . In 2004 Ford and Toyota agreed a patent sharing accord which granted Ford access to certain hybrid technology patented by Toyota ; in exchange Ford licensed Toyota some of its own patents . In 2004 Ford introduced the Escape Hybrid . With this vehicle , Ford was third to the automotive market with a hybrid electric vehicle and the first hybrid electric SUV to market . This was also the first hybrid electric vehicle with a flexible fuel capability to run on E85 . The Escape ' s platform mate Mercury Mariner was also available with the hybrid - electric system in the 2006 model year — a full year ahead of schedule . The similar Mazda Tribute will also receive a hybrid - electric powertrain option , along with many other vehicles in the Ford vehicle line . In 2005 Ford announced a goal to make 250 , 000 hybrids a year by 2010 , but by mid - 2006 announced that it would not meet that goal , due to excessively high costs and the lack of sufficient supplies of the hybrid - electric batteries and drivetrain system components . Instead , Ford has committed to accelerating development of next - generation hybrid - electric power plants in Britain , in collaboration with Volvo . This engineering study is expected to yield more than 100 new hybrid - electric vehicle models and derivatives . In September 2007 Ford announced a partnership with Southern California Edison ( SCE ) to examine how plug - in hybrid s will work with the electrical grid . Under the multi - million - dollar , multi - year project , Ford will convert a demonstration fleet of Ford Escape Hybrid s into plug - in hybrids , and SCE will evaluate how the vehicles might interact with the home and the utility ' s electrical grid . Some of the vehicles will be evaluated " in typical customer settings " , according to Ford . On June 12 , 2008 USDOE expanded its own fleet of alternative fuel and advanced technology vehicles with the addition of a Ford Escape Plug - In Hybrid Flex - Fuel Vehicle . The vehicle is equipped with a lithium - ion battery supplied by Johnson Controls - Saft that stores enough electric energy to drive up to at speeds of up to . In March 2009 Ford launched hybrid versions of the Ford Fusion Hybrid and the Mercury Milan Hybrid in the United States , both as 2010 models . , Ford has produced for retail sales the following hybrid electric vehicles : Ford Escape Hybrid ( 2004 – 2012 ) , Mercury Mariner Hybrid ( 2005 – 2010 ) , Mercury Milan Hybrid ( 2009 – 2010 ) , Ford Fusion Hybrid ( 2009 – present ) , Lincoln MKZ Hybrid ( 20010 – present ) , and Ford C - Max Hybrid ( 2012 – present ) . By June 2012 Ford had sold 200 , 000 full hybrids in the US since 2004 , and , , the carmaker has sold over 344 thousand hybrids in the United States . The top selling hybrids in the U . S . market are the Fusion Hybrid with 127 , 572 units , followed by Escape Hybrid with 117 , 997 units , and the C - Max Hybrid with 54 , 236 . Plug - in electric vehicles . , Ford has produced the following plug - in electric vehicle s : the all - electric Ford Ranger EV ( 1997 – 2002 ) , Ford TH ! NK ( 1999 – 2003 ) , Transit Connect ( 2010 – 2012 ) , and Ford Focus Electric ( December 2011 – present ) ; and the plug - in hybrid s C - MAX Energi ( October 2012 – present ) and the Fusion Energi ( February 2013 – present ) . Since the launch of the Focus Electric in 2011 , Ford has sold 35 , 391 plug - in electric passenger vehicles through September 2014 . Bill Ford was one of the first top industry executives to make regular use of a battery electric vehicle , a Ford Ranger EV , while the company contracted with the United States Postal Service to deliver electric postal vans based on the Ranger EV platform . Ford discontinued a line of electric Ranger pickup truck s and ordered them destroyed , though it reversed in January 2005 , after environmentalist protest . The all - electric pickup truck leased 205 units to individuals and 1 , 500 units to fleets in the U . S . from 1998 to 2002 . From 2009 to 2011 Ford offered the Ford TH ! NK car . Ford ended production and ordered all the cars repossessed and destroyed , even as many of the people leasing them begged to be able to buy the cars from Ford . After outcry from the lessees and activists in the US and Norway , Ford returned the cars to Norway for sale . A total of 440 units were leased in the U . S . from 1999 until 2003 . The Azure Transit Connect Electric was an all - electric van developed as a collaboration between Azure Dynamics and Ford Motor Company , but Azure was the official manufacturer of record . The Transit Connect Electric had an official US Environmental Protection Agency all - electric range of . The EPA rated the combined city / highway fuel economy at 62 miles per gallon gasoline equivalent ( equivalent ) . Deliveries for fleet customers in the U . S . and Canada began in December 2010 . Production of the electric van was stopped in March 2012 as a result of Azure ' s bankruptcy protection filing . Ford continues to provide servicing . Around 500 units were sold before Azure stopped production . The Ford Focus Electric is based on the next generation Focus internal combustion vehicle , converted to an all - electric propulsion system as a production electric car by Magna International , and retail sales began in the U . S . in December 2011 . The Focus Electric has an EPA rated range of and a combined city / highway fuel economy of 105 miles per gallon gasoline equivalent ( ) . Available also in Canada and several European countries , a total of 3 , 965 units have been sold in the U . S . through September 2014 . The Ford C - Max Energi is a plug - in hybrid released in the U . S . in October 2012 . The C - Max Energi has an EPA rated all - electric range of and a combined city / highway fuel economy in all - electric mode at 88 MPG - e ( ) . U . S . sales totaled 16 , 014 units through September 2014 . Deliveries of the Ford Fusion Energi began in the United States in February 2013 . The Fusion Energi has an all - electric range of and an equivalent fuel economy EPA rating of 88 MPG - e ( ) . A total of 15 , 412 units have been delivered in the U . S . through September 2014 . Both Energi models share the same powertrain technology , and have the same EPA combined city / highway fuel economy in hybrid operation of . Hydrogen . Ford also continues to study Fuel Cell - powered electric powertrains , and has demonstrated hydrogen - fueled internal combustion engine technologies , as well as developing the next - generation hybrid - electric systems . Compared with conventional vehicles , hybrid vehicle s and / or fuel cell vehicles decrease air pollution emissions as well as sound levels , with favorable impacts upon respiratory health and decrease of noise health effects . Ford has launched the production of hydrogen - powered shuttle buses , using hydrogen instead of gasoline in a standard internal combustion engine , for use at airports and convention centers . At the 2006 Greater Los Angeles Auto Show , Ford showcased a hydrogen fuel cell version of its Explorer SUV . The Fuel cell Explorer has a combined output of . It has a large hydrogen storage tank which is situated in the center of the car taking the original place of the conventional model ' s automatic transmission . The centered position of the tank assists the vehicle reach a notable range of , the farthest for a fuel cell vehicle so far . The fuel cell Explorer the first in a series of prototypes partly funded by the United States Department of Energy to expand efforts to determine the feasibility of hydrogen - powered vehicles . The fuel cell Explorer is one of several vehicles with green technology being featured at the L . A . show , including the 2008 Ford Escape Hybrid , PZEV emissions compliant Fusion and Focus models and a 2008 Ford F - Series Super Duty outfitted with Ford ' s clean diesel technology . Increased fuel efficiency . Ford Motor Company announced it will accelerate its plans to produce more fuel - efficient cars , changing both its North American manufacturing plans and its lineup of vehicles available in the United States . In terms of North American manufacturing , the company will convert three existing truck and sport utility vehicle ( SUV ) plants for small car production , with the first conversion at its Michigan Truck Plant . In addition , Ford ' s assembly plants near Mexico City , Mexico , and in Louisville , Kentucky , will convert from pickups and SUVs to small cars , including the Ford Fiesta , by 2011 . Ford will also introduce to North America six of its European small vehicles , including two versions of the Ford Fiesta , by the end of 2012 . And last but not least , Ford is stepping up its production of fuel - efficient " EcoBoost " V - 6 and four - cylinder engines , while increasing its production of hybrid vehicles . Ford of Europe developed the ECOnetic programme to address the market and legislative need for higher fuel efficiency and lower CO2 emissions . As opposed to the hybrid engine technology used in competitor products such as the Toyota Prius , ECOnetic improves existing technology . Using lower consuming Duratorq TDCi diesel engines , and based on a combination of improved aerodynamics , lower resistance and improved efficiency , the Ford Fiesta is currently the lowest emitting mass - produced car in Europe , while the 2012 Ford Focus ECOnetic will have better fuel consumption than the Prius or the Volkswagen Golf BlueMotion . ECOnetic is not presently planned to be sold in North American due to current perceived lower consumer demand . Ford has challenged University teams to create a vehicle that is simple , durable , lightweight and come equipped with a base target price of only $ 7 , 000 . The students from Aachen University created the " 2015 Ford Model T " . In 2000 , under the leadership of the current Ford chairman , William Clay Ford , the Company announced a planned 25 percent improvement in the average mileage of its light truck fleet – including its popular SUVs – to be completed by the 2005 calendar year . In 2003 , Ford announced that competitive market conditions and technological and cost challenges would prevent the company from achieving this goal . Researchers at the University of Massachusetts Amherst have , however , listed Ford as the seventh - worst corporate producer of air pollution , primarily because of the manganese compounds , 1 , 2 , 4 - trimethylbenzene , and glycol ethers released from its casting , truck , and assembly plants . The United States Environmental Protection Agency has linked Ford to 54 Superfund toxic waste sites , twelve of which have been cleaned up and deleted from the list . For the 2007 model year , Ford had thirteen U . S . models that achieve 30 miles per gallon or better ( based on the highway fuel economy estimates of the EPA ) and several of Ford ' s vehicles were recognized in the EPA and Department of Energy Fuel Economy Guide for best - in - class fuel economy . Ford claimed to have eliminated nearly three million pounds of smog - forming emissions from their U . S . cars and light trucks over the 2004 to 2006 model years . PC power management . On March 2010 , Ford announced its PC power management system which it developed with NightWatchman software from 1E . The company is expected to save $ 1 . 2m on power cost and reduce carbon footprint by an estimated 16 , 000 to 25 , 000 metric tons annually when the system is fully implemented . PC power management is being rolled out to all Ford computer users in US this month and it will be used in Ford operations around the world later in the year . Computers with this power profile enabled will monitor its usage patterns and decides when it can be turned off . PC user will be alerted of the approaching power down time and given the opportunity to delay it . According to company reduction in carbon footprint and power cost will be achieved by developing ' Power Profiles ' for every PC in the company . Sponsorships . Ford sponsors numerous events and sports facilities around the US , most notably the Ford Center in downtown Evansville , Indiana , and Ford Field in downtown Detroit . Ford has also been a major sponsor of the UEFA Champions League for over two decades and is also a longtime sponsor of the Sky media channel ' s coverage of Premier League football . Senior Ford marketer Mark Jones explained in May 2013 the process behind the two sponsorship deals : We start with a blank piece of paper and work out if the sponsorship still works for us and ask does it meet our objectives ? We want to find a moment in time when people come together and have a collective experience and we achieve this through the sponsorships .