Gas Caps Recommend BP
Dearborn, MI - As Ford Motor Company and BP engineers continue working collaboratively toward sustainable mobility solutions, they also are working to link the two companies in the minds of consumers. Beginning this July, 2006 model Ford Division cars, pickups and SUVs in the U.S. will bear gas caps recommending BP to customers as an extension of a unique relationship the company has developed with this leading fuel provider.
This is the first time in the United States a major auto manufacturer has recommended an energy company's fuel. Early joint efforts for the Ford/BP filler cap initiative in Europe have been very successful, and have paved the way for the current launch in the U.S. Nearly 3 million Ford products in the U.S. will feature fuel caps with "Ford recommends BP" and the BP helios logo.
"At BP, our commitment to consumers is to deliver high quality fuel backed by our quality guarantee," said Gary Brinkworth, Vice President of Marketing, BP U.S. Fuels. "We're proud that Ford, a company well-known for its quality vehicles, values the BP brand as its first choice for fuels. This endorsement from Ford recognizes our dedication to producing fuels that help to improve cars' performance, efficiency and emissions."
For 15 consecutive years, BP's slate of Amoco Regular, Amoco Silver, and Amoco Ultimate premium gasoline has been rated highest in quality in a national consumer survey conducted by NPD Automotive. All BP gasolines are backed by a written guarantee. Ford has selected BP as the primary supplier of initial fuel for its products as they roll off the assembly line. BP also is a leading supplier of the fluids and lubricants that keep Ford's factories running.
"The relationship between Ford and BP is a great fit for a number of reasons - common customers worldwide, strong retail networks, and complementary technologies," said Ford Division President Darryl Hazel. "The fuel cap recommendation allows customers to establish a tangible connection between both companies. We expect to have future promotions between Ford dealerships and BP retail locations that will strengthen that association even further."
BP already has worked with Ford Motor Company on a number of promotions that featured Ford vehicles at BP retail locations. Recent examples include a "Win Free Gas for a Year" contest promoting the F-150 in the U.S. and the Focus C-MAX in Europe. Last year, the two companies held a sweepstakes giving customers the chance to win a Ford Escape Hybrid. This summer's Ford and BP sweepstakes features the all-new Ford Five Hundred.
Working Toward a Better World
The filler cap initiative is a strong part of ongoing retail activities between the two companies that build on their technical cooperation. BP and Ford are working on the joint development of fuels, lubricants and drivetrains that benefit the customer, as well as the environment. This "total systems" approach to optimizing vehicle performance will include all fuel and powertrain technologies, from gasoline to hydrogen.
Ford and BP have begun a major initiative aimed at moving the United States closer to a hydrogen economy. Supported by the U.S. Department of Energy, Ford is delivering hydrogen-powered Ford Focus Fuel Cell Vehicles to demonstration fleet customers in Southeast Michigan; Sacramento, Calif., and Orlando, Fla. Meanwhile, BP plans to build hydrogen fueling stations to support them.
BP's hydrogen fueling stations will demonstrate state-of-the-art technologies. Some BP stations will evaluate technologies that have near-term commercial feasibility, such as reformation of natural gas, while others will explore long-term options and assess the potential to produce renewable-based hydrogen that achieves the DOE's hydrogen fuel-cost targets.
SOURCE: BP