EURO-Car-Body-Forum-2010-Ford-All-new-C-MAX

10/21/2010EuroCarBody2010Page1AllNewFordC-MAXTakeit2theMAXEuroCarBody2010,21.October2010FrankLiebePDBodyIntegrationFrankTimmPDBodyStructuresMichaelWatersBodyConstruction10/21/2010EuroCarBody2010Page2•TheFordC-MAXTwins:WhateveryouwantinaC-MAV•C1PlatformDevelopment:2003–2010andbeyond•BIWArchitecture:Efficientperformanceina‘KineticDesign’suit•TheValenciaBodyShop:OneofFord’sEuropeanFlexPlantsAgenda:10/21/2010EuroCarBody2010Page3AllNewFordC-MAXTakeit2theMAXC-MAXGrandC-MAXTheTwins…10/21/2010EuroCarBody2010Page4AllNewFordC-MAXTheFordC-MAXTwins:WhateveryouwantinaC-MAV•ThecustomerTargetcustomerFordC-MAXandGrandC-MAX.•2insteadofoneNewadditiontotheFordportfolio.TheGrandC-MAX.•TheideaFeaturesoftheall-newC-MAX.Featurestaken2theMAX.•SlidingrearsidedoorsThefamilyorientedsolutionforyourpassengers.•AthirdrowandhowtogetthereFlexibilitytotheMAX.Cleverseatconcept.•ThesuitIOSISMAX-KinecticDesigntotheMAX10/21/2010EuroCarBody2010Page5AllNewFordC-MAXTheFordC-MAXTwins:WhateveryouwantinaC-MAV•ThecustomerTargetcustomerFordC-MAXandGrandC-MAX.•2insteadofoneNewadditiontotheFordportfolio.TheGrandC-MAX.•TheideaFeaturesoftheall-newC-MAX.Featurestaken2theMAX.•SlidingrearsidedoorsThefamilyorientedsolutionforyourpassengers.•AthirdrowandhowtogetthereFlexibilitytotheMAX.Cleverseatconcept.•ThesuitIOSISMAX-KinecticDesigntotheMAX10/21/2010EuroCarBody2010Page6ThecustomerFordC-MAXTargetCustomer•Jacques:61years,Married•Wife60,2kids36&32yrs,Dog•NonUniversitygraduate•Worksatlocalcouncil,wifeworksP/T•€40k–50kHHincomeDemographicsDemographicsDemographicsDemographicsPsychographicsPsychographicsPsychographicsPsychographicsMotivations&AspirationsMotivations&AspirationsMotivations&AspirationsMotivations&AspirationsDreamHolidayDreamHolidayDreamHolidayDreamHoliday•Beingwithfamily•Exploringowncountry•EnjoyingtheoutdoorsPreferencesPreferencesPreferencesPreferences•Weekendtrips•Takingcareofgrandchildrenandparents•Gardening•Walking,jogging,cycling•Theatre,cinema,etc.•Havingfriendsover•Jacques–2yroldCitroenPicasso,Wife–8yroldClio•LookingforthebestlookingMAVthatoffersspaceandversatilityandallowshimtodothethingshewantstodo•Interiorshouldbeintuitiveandnot‘gadgety’•ElegantandrefinedtoaidincomfortandarelaxingdriveexperienceAutographicsAutographicsAutographicsAutographicsStylingWantsStylingWantsStylingWantsStylingWants•Modern,elegant&harmonious•Versatileandspacious•Lasting/stayinfashionLyon•Stayhealthyandcontinuetobeactive•Enjoyretirement•Seizingopportunitytospendmoretimewithfamily&friendsandhobbies•Spendqualitytimetogether•Buyingasecondhomeinthecountry(F)•Familycomesfirstbutfriendsareimportanttoo•Appreciatessimple&usefultechnology(notgadgets)•DoesnotlikeimitationsMostadmiredpeople:•havealustforlife•thinkbeforetheyact•Welltravelled10/21/2010EuroCarBody2010Page7ThecustomerFordGrandC-MAXTargetCustomer•Female,35,married(husbandis38)•2kids,5&2•Apprenticeship/Universitygraduate•Part-timeprimaryschoolteacher(HusbandsupervisoratBASFPetrochemicals)•€50k–60kHHincomeDemographicsDemographicsDemographicsDemographicsPsychographicsPsychographicsPsychographicsPsychographicsMotivations&AspirationsMotivations&AspirationsMotivations&AspirationsMotivations&AspirationsHolidayHolidayHolidayHoliday•Beingwithfamily•Journeyispartoftheholiday•WeekendtripsPreferencesPreferencesPreferencesPreferences•Activitiesforthechildren:Football,swimminglessons•Familyoutings:cycling,picnicsinthepark•Occasionalsocialisingwithfriends•Museums/gallaries•Herhobbies:jogging&garden•Beatrice:3yroldZafira,husband:oldFocus•WantsthebestlookingMAVthatoffersspaceandversatilityandallowshertoaccomplishallthatherbusylifedemands•Interiorneedstowithstandhighwearandtear,everythingmustbeinreachtohelpwithabusyschedule•ElegantandrefinedtoaidincomfortandarelaxingdriveexperienceAutographicsAutographicsAutographicsAutographicsStylingWantsStylingWantsStylingWantsStylingWants•Safe,solid&wellcrafted•Timeless,elegant&harmonious•Spaciousandflexible•Familyimageisacceptedanddesired•Spendmorequalitytimewiththefamily•Seizingopportunitytodosomethingdifferent•Enjoyingaquietmoment•Cementtheirfuture–enhancequalityoflife•Familycomesfirst•Friendsareimportant–coresetwhicharemostlyatthesamelifestage•Marriageisapartnership•Open-minded,responsible,caring,down-to-earth,hardworking,contentMostadmiredpeople:•Peoplewhohaveachievedpersonalgoalsorovercomecrises•OpentownewexperiencesMannheimMannheim10/21/2010EuroCarBody2010Page8JacquesCompactBeatriceGrandJacquescomesbacktosports,theatreandcinemawithhiswifewhereBeatriceisfocusedonherchildren,socialisingbecomemoreoccasionalPreferencesBeatrice,withherbusyfamilylife,islookingforquietmoments,whereJacqueslikestostayhealthyandbeactiveBeatrice,isbuildingherfutureenhancingthequalityoflife,JacquesisenjoyinghismaturityMotivations&AspirationsJacqueslikessimple,modern,BeatricetimelessitemsStylingwantsJacquesislookingforthebestlookingMAVintuitiveandelegant,Beatricewantssomethingtoaccomplishherbusylifedemands,ergonomictoherfamilylifeAutographicsThecustomerTargetCustomerC-MAXversusGrandC-MAXJacquesismoreforstylewhereBeatricei