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www.insideHALTON.com | OAKVILLE BEAVER | Friday, December 5, 2014 | 4 `You get one shot, so you better get it right' -- Dianne Craig continued from p.1 The vehicle will be sold in 80-100 countries. The $700 million invested in the local Ford plant includes a combined $142 million from the federal and Ontario governments. Governments are a big piece of new auto plants, said Craig, president and CEO of Ford Motor Company of Canada. "The reality is that states and jurisdictions are willing to pay more than 50 per cent of costs to see the long-term investment pay off," she said. Job creation is a big issue for those competing for auto plants, said Craig. She cited different fates for western Ontario Ford plants -- one re-opened in Essex and another closed in St. Thomas. "There are lots of plants built in the U.S. and more in Mexico," said Craig. "You need a really good labour agreement and a skilled work force. We have that in Canada, but so does Mexico. At the end of the day, it's a business decision." She said customer behaviour is changing rapidly, but most still want to test-drive vehicles. "The younger generation is not loyal to any particular brand," noted Craig. "They'll give you one shot, so you'd better get it right." She said young and older consumers use social media, but they have three wishes when buying a vehicle. "They want an emotional connection, a company they can trust and a company that will respond to them," said Craig. "At the end of the day, this is what really matters." She said smart risks are key for Ford, such as when it made a lighter, aluminum-framed fullsized pickup truck with better fuel economy. "The manufacturing process had to be completely changed to make this new truck," said Craig. Brief videos were shown displaying vehicle features and other ideas. One depicted a woman in high heels climbing the Ford pickup's rear ladder. Another video included Charles MacPherson, author of The Butler Speaks. He was brought in to improve customer service. "Ford took him across the country," said Craig. "He was hired to teach front-line staff." She credited former Ford president and CEO Alan Mulally for the firm's turnaround. "The industry went through quite a crisis and Ford went through it, too," said Craig. "Alan gave us the needed clarity and focus for what we wanted to do. His One Ford plan was fabulous." The plan stressed global teamwork, leveraging knowledge and assets, building vehicles people wanted and arranging significant financing to pay for what the company needed. "From 2006-2009, the company lost about $30 billion and we closed 28 plants around the globe, including 17 in North America," recalled Craig. "We knew it would be a really, really tough restructuring to go through." The Canadian and Ontario governments approved about $14 billion in total financing to automakers GM and Chrysler during the recession in 2008-2009. But Ford managed without that bailout. The company has made a profit in 21 consecutive financial quarters, noted Craig. "We went from a losing business to making money," she said. Craig said Ford has launched many products recently and will have one celebrating the 50th anniversary of its popular Mustang. The CEO, who began her career with an entry-level job at Ford in 1986, said the firm was complacent during good times, but that has changed. "We take nothing for granted," said Craig. Zoë, Grade 11. Current HSC Arts Scholar, future headliner. Hillfield Strathallan College is an independent day school for Montessori Toddler and Pre-Kindergarten to Grade 12. We are currently accepting applications for September 2015. Call 905-389-1367, or visit www.hsc.on.ca. Tired of hating your kitchen? Call us for a free design consultation! 905-637-3331 Explore Your Options Design, supply & install Custom Cabinets, ReStyle existing cabinets or simply ReDoor Exceptional Quality & Craftsmanship FREE Estimates kitchentune·up® Every Kitchen Tune-Up franchise is locally owned & operated. Information & Design Centre 3480 Fairview St. Burlington KitchenTuneUp.com