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Ford Executive Jac Nasser Urges More Effort to Attract Minorities as Customers

15 January 1998

Ford Executive Jac Nasser Urges More Effort to Attract Minorities as Customers

    NEW YORK, Jan. 15 -- Jac Nasser, president of Ford Automotive
Operations, joined the Rev.  Jesse Jackson today to open the Rainbow/PUSH
Coalition Wall Street Project anniversary with a call for greater effort to
attract customers from the African-American and Hispanic markets.
    Nasser also described the work that Ford Motor Company has done
to increase business opportunities for minorities.  Ford, for example, leads
the U.S. auto industry in the number of minority dealerships.  In 1997, Ford
did more than $2 billion in business with minority suppliers.
    "Respectable accomplishments," Nasser said, "but we can and must do
better."
    As businesses expand globally, Nasser noted that there are markets here at
home "where overseas competition has stolen the march on us.  I don't like
that development because these customers could and should be our customers,"
he said.
    Minority markets approach $1 trillion in buying power.  "They impose no
trade barriers,  they come with no currency risk, they don't require start-up
costs, and no long lead times are needed to build brand and name recognition,"
Nasser said.
    "Greater inclusion of minorities is a priority for two reasons.  It's the
right thing to do.  It's also good business," Nasser added.
    Nasser helped open the conference by describing two broad trends that are
continuing to have a major impact on business globally:  the role of
technology and its ability to increase performance and to lower prices, and
the opening of markets and trade around the world.  Both mean there is more
opportunity for business and trade, but there also is keener competition.
    "The customer has never had it so good," Nasser said.  "Choice has never
been greater. But, for business, there is no choice but to become faster,
leaner, and far more efficient."
    Nasser also advised that as markets open around the world, businesses
should look to what unites customers rather than play to differences that set
regions and cultures apart.  Nasser's remarks in New York follow an
announcement on January 13 that the Rainbow/PUSH Coalition will establish an
office in Detroit.  Ford is among the charter sponsors of the new office.

SOURCE  Ford Motor Company