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Ford to upgrade

July 19, 2005

Ford to upgrade
security labeling
Automotive manufacturers have long been plagued by large-scale counterfeiting of spare parts, backed with convincing faked packaging. Ford Europe’s latest initiative is to beef up the security labeling on all its packaging for automotive parts, including using special labels with several covert security features.
“It is important to constantly keep ahead of the counterfeiters as they are always evolving. We have found that security labels can be incredibly effective,” said Alistair Fergusson, Ford Europe brand protection manager.
Ford set up a specialist brand protection team in 1994, which has since been expanded. The company has located several brand protection coordinators throughout the world in order to deal with specific regional problems. A global brand protection manager operates additionally out of Detroit. The company has also recently appointed a new brand protection coordinator for the southern European markets, based in Spain.
Ford’s plans include an initiative to standardize security labels across all brands, including the high-end Jaguar, Volvo and Land Rover.

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