Module 19. Branding Directive

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Britton Charles
6 years ago
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2 This presentation is intended to provide a general understanding of the E-108 and is not intended to be a comprehensive training 2

3 Understand the E-108 Describe how E-108 relates to Standard E-3 Locate and navigate the requirements and standards Understand how Branding Design Guides are used Identify the application of branding and coding on product data (3D CAD, 2D drawings) and physical parts 3

4 E-108 Directive establishes the Branding requirements Ford Engineering CAD & Drafting Standards (FECDS) E-3 details the application of the branding requirements 4

A message from the Chairman and Chief Executive

forth the policy for the entire Ford Motor Company

affiliates and subsidiaries for the application of

5 A message from the Chairman and Chief Executive Officer of Ford Motor Company This Directive sets forth the policy for the entire Ford Motor Company automotive group and Fordcontrolled automotive affiliates and subsidiaries for the application of trademarks to automotive production and service parts and accessories. 5

6 Automotive parts used to produce or service Ford Motor Company vehicles, or accessories marketed for them, must have three permanent markings: Ford Trademark Manufacturing site GSDB code Engineering Part Number 6

7 Prohibited Parts Markings Supplier trademark Supplier trade name Supplier part numbers 7

8 Branding protects Ford against counterfeiting and the unauthorized sale or distribution of Original Equipment parts Adherence to E-108 is defined as a Final Data Judgment <FDJ> deliverable in the Global Product Development System (GPDS), and is also mandated by the Production Part Approval Process PPAP These markings indicate that a part was manufactured under Ford s authority 8

9 E-108 requirements apply to all parts released after August 1, 2002 whether tooling to support the change is newly created, modified, transferred, refurbished, owned by suppliers, or owned by Ford Motor Company 9

10 Coding (part marking) enables part identification and traceability Tooling added to support increased capacity or parts being sourced to new suppliers must support this requirement as well Sub-suppliers that do not have their own Ford GSDB code should use the Tier 1 GSDB site code 10

11 FECDS details the application of product data branding and coding requirements Expands upon Ford E-108 Directive for Global Automotive Part Marking 11

12 FECDS Standard E-3: Branding and Coding (cont.) All parts must comply with the E-108 Directive including change management of parts after initial release Tooling added to support increased capacity or parts being sourced to new suppliers must meet the Branding requirements 12

13 FECDS Standard E-3: Branding and Coding (cont.) Any assemblies, components, and/or accessories which are shipped to the assembly plant, bailed, made available through service, or made available as an independently marketed part must have permanent brand and code markings 13

14 FECDS Standard E-3: Branding and Coding (cont.) If the proposed branding and coding markings do not fully meet baseline or exception criteria as defined in Standard E-3, the responsible engineer must obtain a Global Brand Protection exemption prior to release of the part 14

15 E-108 Ford Trademark Ford Engineering Part Number Manufacturing site GSDB Code 15

16 Application of Required Marks Permanent marking is made with the part forming tool The three identification marks must be integral to tooling and a permanent characteristic of automotive parts. Company trademark has priority followed by the manufacturing site GSDB code then engineering part number. Temporary markings require an approved Exemption Labels, inking, pad printing or semi-permanent marking made by secondary operations like stamping or etching are temporary markings 16

17 Acceptable Company Trademarks Refer to Ford Motor Company Engineering CAD & Drafting Standard (FECDS) E-3 for engineering direction For common parts shared between two or more primary vehicle brands, FoMoCo in block letters inside a rectangle (preferred), or FoMoCo in block letters. For brand-unique parts that are not common, a primary vehicle brand trademark (e.g., Ford, Lincoln or Ford Oval). 17

18 If a part fully meets one of these 4 Exception definitions, no Exemption is required 1. Size or Nature of the part If the size or nature of the part does not permit application (e.g., oil, water shield film, grease, mastic sheet) 2. Industry Standard Part Non-safety related industry standard part that is available as is from competing sources and not branded for any vehicle manufacturer (e.g., tire valve stems, light bulbs, some fasteners) 18

19 3. Black Box Parts Parts that are fully engineered and assembled by a supplier that are also used by multiple vehicle manufacturers without modification: Supplier identifying markings are not preferred, but allowed if such markings are not customer-visible when installed A permanent, secondary marking method such as laser marking or a secure label with a Company trademark, engineering part number, and supplier code must be visible on the part. 19

20 4. Purchased in Assembly (PIA) PIA refers to a sub-component that is always permanently attached or contained within a next level of assembly that is E-108 compliant PIA parts are NOT: Shipped to the vehicle assembly plant separately Available through service separately or within a service kit Available as an independently marketed part Used for a re-manufacturing or re-machining process Although a PIA part may meet all of the conditions above, Product Engineering may still elect to assign a Ford Engineering part number 20

21 Does the part comply with E-108 Directive? Form used to record GPDS compliance at FDJ & PPAP (Sec ) 21

22 Up Level Asy Form used to record GPDS compliance at FDJ & PPAP (Sec ) Serviceable PIA components only 22

23 Exemptions are an approved reduced set of Branding requirements for a specific Ford part number Exemption requests are analyzed by the Brand Protection Group If approved, the exemption will describe the reduced set of marking requirements for that part number. Exemption Database number: 14-xxxxxxA or T (Yearserial number Approved or Temporary) Pre-Database Exemption number: 07-01xxx_A or T (Year-Month, serial number, Approved or Temporary) 23

24 Exemption Example: Full engineering part number 24

25 When a reduced set of branding requirements is appropriate for a base part number, a Branding Design Guide (DG) for that base part number is written and the DG number is placed in the Branding database A newly created part with the same base part number that meets that reduced set of requirements, can use the DG number as the Exemption number The DG exemption number is placed in the Master Part Record EXAMPLE: Design Guide number DG14-xxxxx (DGyearserial number) 25

26 Design Guide Exemption Example: Base part number Allowed 26

27 Service kit packages are marked with Temporary type marking; e.g. label Label must have Ford trademark, Ford service kit part number and the GSDB code for the supplier selling the kit to Ford Parts included in the kit are not expected to have a service part number on the part but are required to have an engineering part number when there is no waiver Parts included in the kit must conform to E-108 Branding requirements to the level they are available separately 27

28 Production Asy Service Parts Cart Asy Cart Body Handle Asy Service Kits & PIAs Handle Asy Tee Nut Handle Grips (PIA) PIAs Do Not Require Branding. Engineering part number must be issued for all parts contained within kits. Wheels Axle Asy Prod. & Service Parts Require Permanent Marks: Ford TM, Manufacturing site GSDB code & Ford Engineering Part #. Temporary Marking of Production Asy Number Permitted Wheel Asy Kit Wheels Axle Pins (PIA) 28

29 If the parts in an assembly or kit meet Branding expectations (with or without an approved exemption), the assembly or kit packaging part number may be shown on a label or other temporary type marking. - No exemption required - Production Assembly Serviceable parts and assemblies Service Kits Marking Expectations Cart Asy Cart body Handle Asy Wheels Axle Asy Axle Pins (PIA) E-108 applies E-108 applies E-108 applies Handle Asy Kit Each part needs Ford Eng. part #; at minimum one of the parts needs Tee Nut the Trademark and GSDB code to meet E-108 for the assembly Handle Grips (PIA) No marks or Ford Eng. part # are required because grips are PIA to the handle E-108 applies E-108 Applies E-108 applies Contained within kit. Requires Ford Eng. part #. No part markings are expected. Wheel Asy Kit Wheels Axle Pins (PIA) Each part needs Ford Eng. part # at minimum one of the parts needs the Trademark and GSDB code to meet E-108 for the assembly E-108 applies E-108 applies Contained within kit. Requires Ford Eng. part #. No part markings are expected. 29

30 Go to URL Click E-108 At bottom of the page, <Click> 30

31 Check E108 Compliance for a part or Lookup Design Guides for a Part This web application allows you to Check E108 Compliance for a part Lookup Design Guides for a part Make a trademark exemption request Track your exemption requests View your exemptions Contact Brand Protection Analyst 31

32 <Click> on Search tab Enter the part number or base number and <click> Search button Be mindful of spaces or suffix levels If the part number has an Exemption or Design Guide, the database will list the number <Click> on the number to read the reduced set of approved marking requirements 32

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34 Highly Visible Branding (HVB) is now a defined requirement in the Enterprise Engineering Knowledge System (E2KS) for all applicable product designs. Highly Visible Branding is required for parts listed below that are regularly affected in a crash. An appropriate brand trademark must be visible when looked for by the customer and service personnel after final assembly without removal of parts. Highly Visible Branding affected components: Front Bumper Lower (Metal) Rear Bumper Lower (Metal) Front Fascia Lower Front Fascia Upper Rear Fascia Lower Rear Fascia Upper Fixed & Movable Glass Headlamps Tail Lamps Upper Radiator Grille Lower Radiator Grille Rear Closure Sacrifice Panel Fender Hood Side Doors Tailgate Decklid/Liftgate 34

35 Windshield Highly Visible Branding Tail Lamp Rear Door RR Bumper Upr 35

36 Q1 Site Assessment Evaluation Matrix Checklist Expectation Supplier ensures that all print dimensions and call-out notes on the engineering drawing are always met through control plans, work instructions, job set-up instructions, and receiving inspection. Expectation Guidelines Supplier is compliant to Vehicle Parts E-108 for any tooled parts after 8/1/

37 Deliverable 6 - Production Drawing Available Expectation 4: Ensure Drawing shows E-108 Compliance Deliverable 20 Parts 100% to Print Expectation 2: Confirm part compliance to E-108 Deliverable 23 Appearance Approval Expectation 2: Confirm PPAP compliance to E

38 FAP Traceability: Defines the roles and responsibilities to identify the components and assemblies FAP Production Part Identification: Describes the Production Part Identification Basic System FAP Trustmark: Describes the conformance and deviation policy for requirements contained in the Ford Product Engineering Standards 38

39 Reference / Contact Information Access: Ford Only (FO), Supplier Accessible (SA) 39

Directive E-108: Global Automotive Parts Trademarks

Directive E-108: Global Automotive Parts Trademarks 1 This presentation is intended to provide a general understanding of the E-108 Branding Directive and is not intended to be a comprehensive training