Driving the green machine

First published on 9 Dec 2009. Updated on 11 Jan 2011.

A car company is the last place we'd look for a green revolution. What gives?
We at Ford knew the consumer landscape was changing – and fast. Australians wanted choices across a broad spectrum when they came looking for a car. Environmental needs were top of mind, and so we set about transforming our fleet for this emerging market.

Ford What sort of transformation are you referring to?
A transformation where a vehicle like the new Ford Fiesta ECOnetic can become a market leader. This is Australia's most fuel-efficient car, hard, amazing evidence of how Ford is looking at a portfolio of technology solutions to meet the sustainability challenge. The ECOnetic gets 3.7 litres per 100km – that surpasses all other models on the road in Australia, including hybrids. And it's official CO2 emission rating is 98 grams per kilometre which makes it the only non-hybrid to reach so ultra-low a standard.

Could Henry Ford have imagined such a future when he founded Ford in 1903?
In a way he did, because Henry Ford's vision was always underpinned in making cars that offered both affordability and innovation true to what the public demanded in a car. That said, Ford Australia and the car industry as a whole have come a long, long way. Back when I joined Ford as an engineering graduate in 1984, there was no awareness of CO2 and fuel economy wasn't even on the radar. Cars were large, fuel was cheap and city sprawl wasn't an issue. But mobility has changed everything...

Was there a personal epiphany that compelled your own green conscience?
Back in 2001 at Dearborn Truck Plant in the US, I watched Bill Ford, the direct descendant of founder Henry Ford, stand in front of his leadership team and 200 global leaders and pledge to do everything in his power to make Ford's manufacturing plants environmentally friendly and emission aware. He spoke of recycling and re-use across the board, from the five million cars we produced last year to the lamps in the office. Bill's passion and emotional drive really inspired me and I've been "green" ever since!

How does Australia compare with the world in terms of green trailblazing in cars?
Australia is at the very forefront of smart and sustainable international car manufacture. In fact, we've just announced another $230 million of investment into eco-innovation at our Geelong headquarters and beyond. In 2011, Ford Australia will roll out a Ford Falcon with a world-first rear-wheel drive application of ECOboost, the engine technology that enables a four-cylinder engine to deliver the power of a six and provides up to 20% better fuel economy and a greener turbocharge. We're putting our money where our mouth is.

Is it true Ford's cars are 85-90% recyclable?
Totally true. When I became president and CEO of Ford Australia in October 2008, we set ourselves the target of becoming a leader in every segment of the industry, including the environment. And with the ECOnetic, the All-Wheel Drive Territory and the 2011 Falcon plus technology innovations Clean Diesel, ECOboost and Liquid Injection LPG, it's well on the way to happening.

Where does Sydney sit in the big picture when Ford conceives its green machines?
My daughter is a Sydneysider, living in Annandale, and whenever we whip around Sydney shopping at Pilgrim, Industrie, Witchery and drinking coffee at Guylian Café down at Circular Quay, I'm always struck not only by the beauty of Sydney but also the fact that it's the ultimate battleground for the motor car. Sydney is a city where mobility is a must and yet social justice rules. What that means for me and for Ford Australia is that in a cosmopolitan small car city like this, the need for guilt-free and eco-smart driving is high. And that's a challenge we're ready for and I can't wait to spearhead.

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