FORD OF EUROPE LAUNCHES NEW STATE OF THE ART LIFESTYLE COLLECTION
* New Ford Lifestyle Collection now accessible via innovative online E-shop
* Collection range notable for its product integrity and easy delivery
* Communicates Ford's kinetic design form language, as well as commitment to quality and craftsmanship
Cologne, Germany, May 12, 2011
Ford of Europe is re-launching its Lifestyle Collection programme, making it now available to customers via Ford dealers and online throughout its European markets. The new Ford Lifestyle Collection comprises an initial range of 134 new, carefully-selected products – from clothing to lifestyle products and model cars.
The new Ford Lifestyle Collection will be available trough Ford dealerships and, for the first time, will also be accessible to customers via an innovative online E-shop, where buyers can browse the full catalogue and place their order. The E-shop link can be found on Ford's national web portals across its traditional 19 European markets, or directly at www.Ford-Lifestyle-Collection.com.
"Rather than launching a huge catalogue of a wide range of products, we have chosen to concentrate on a selection of items that we believe will comprise a fresh and innovative Collection," explained Axel Wilke, Vehicle Personalisation, Ford of Europe, who leads the project. "The new Lifestyle Collection will also grow over time as more products are introduced, but everything we add will remain true to the Ford brand."
In addition to the more user-friendly online access, the Lifestyle Collection will also feature on Facebook and hold a Twitter account - www.facebook.com/fordlc and www.twitter.com/FordLifestyle. This way, Lifestyle Collection fans will be able to better engage in dialogues about the product range and voice their likes, as well as be updated on the latest range news and stories.
The new Ford Lifestyle Collection is divided into three broad categories: Sport, Lifestyle and Individual – with sub-categories to ease accessibility. For example, within Sport, there are "RS" and "ST" ranges, which are inspired by Ford's acclaimed performance vehicles.
The new Ford Lifestyle Collection range stands out by promising product integrity and easy delivery. Reliability was a key factor for Ford and its partner cyber-Wear Heidelberg GmbH, a German-based company which supplies many well-known companies and has a proven track record.
"Any product that carries the Ford name has to meet strict standards and cyber-Wear has the right resources and expertise to meet those demanding standards," Wilke added.
The new Ford Lifestyle Collection will comprise items specifically designed by Ford and cyber-Wear, as well as branded third-party products that meet Ford's requirements. Major co-branding partners in the programme include, amongst others, UVEX, Minichamps and Lamy.
The new Ford Lifestyle Collection has also been developed with an eye to Ford's 'kinetic design' automotive styling language.
"To communicate our kinetic design form language, as well as our commitment to quality and craftsmanship, we staged a five-day workshop for cyber-Wear's designers," explained Erika Tsubaki, design strategy and futuring, Ford of Europe. "That gave us the opportunity to provide them with an insight into our design thinking."
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 166,000 employees and about 70 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. Ford of Europe is responsible for producing, selling and servicing Ford brand vehicles in 51 individual markets and employs approximately 66,000 employees. In addition to Ford Motor Credit Company, Ford of Europe operations include Ford Customer Service Division and 22 manufacturing facilities, including joint ventures. The first Ford cars were shipped to Europe in 1903 – the same year Ford Motor Company was founded. European production started in 1911.
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