Ford has been developing a new business and advertising model labeled as “One Ford.” The One Ford program is a brainchild of Ford’s CEO Allan Mulally who was brought in from Boeing. He had sized down the number of Boeing models to four models which brought Boeing into profitability. Mulally worked on a similar concept at Ford whereby he downsized all regional brands and models and also removed global segmentation. This has led to development of models like Ford Transit Connect, C-Max, Focus and Fiesta. Now Mulally and Jim Farley, vice president of Ford Group, are working on a unified marketing and communications program to launch Ford Cars globally in all markets. Saab and Jaguar brands have already used such a program earlier.

Under the new strategy Ford is planning to introduce Ford Fiesta as a global car by early 2010. It will be on sale in all Ford’s major markets across the globe including the US market. Since Fiesta is already available in select markets to begin with, it is not truly a global launch. Ford Fiesta will be introduced in the US market by early 2010 which will have at least 60 percent same components as the European model.

"We are confident that the success we are enjoying with new Fiesta in the European market will transfer to North America as customers there come to understand that small can mean stylish and sophisticated, as well as fun," said John Fleming, executive vice president and chairman and CEO, of Ford, Europe. The Fiesta is a market leader in Europe and has evoked rave reviews at its Asia launch.

However, the new Ford Focus coming in 2011 will actually qualify for true global launch since Ford will be adopting its new strategy then. It will be the first actual product of One Ford program which has been developed simultaneously keeping all markets in mind and all personnel actively participating in the program, expecting that it will enable Ford to get leverage in respective markets. With sharing of experience and development of the new Ford Focus model, the new model will share 80 percent part content across the market.

As part of the new strategy, Engineers in Dearborn, Michigan are in charge of development of global models of crossovers and trucks. On the other hand, European engineers will be handling development of small cars for the world. All these European cars will form a big part of the American product lineup. Under this One Ford program Ford has retooled trucks and SUV factories across the US to produce more fuel efficient models.