Directive E-108:

Global Automotive Parts

Trademarks

CQDC Training Presentation v1.0 – instructor guide

Copyright © 2016 Ford Motor Company. All rights reserved.

 Directive E-108: Global Automotive Parts Trademarks

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 Ford-
controlled automotive affiliates and
subsidiaries for the application of
trademarks to automotive production
and service parts and accessories.”
The foregoing entities are hereinafter
referred to collectively as the
“Company.”

Copyright © 2016 Ford Motor Company. All rights reserved.

 Prohibited Parts Markings

 Regardless of the country of origin, suppliers may not place

these marks on parts*:

Supplier trademark
Supplier trade name

Supplier Part numbers

Copyright © 2016 Ford Motor Company. All rights reserved.

 Required Part Markings

 “Automotive parts used to produce or service Company

vehicles, or accessories marketed for them, must have
three permanent markings:

 Company Trademark
 Supplier Site Code
 Engineering Part Number

Copyright © 2016 Ford Motor Company. All rights reserved.

 Application of Required Marks

 “The three identification marks must be integral to tooling and

a permanent characteristic of automotive parts”

 “Laser etching, ink printing, or other marking methods which

are not integral to the manufacturing process of the
component part shall be avoided.”

Copyright © 2016 Ford Motor Company. All rights reserved.

 Acceptable Company Trademarks

Refer to Ford Motor Company Engineering CAD & Drafting

Standard 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., Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda,
Mercury, or Volvo).”
 Any other trademark registered, owned, or licensed by the Company for use
in connection with a vehicle (e.g., PowerStroke, F-150) or for certain
production and service parts [e.g., Motorcraft (spark plugs/filters) or Carlite
(glass)].

Copyright © 2016 Ford Motor Company. All rights reserved.

 Marking Requirement Exceptions

 If the size or nature of the part does not permit application of all
three required markings, then the Company trademark has
priority followed by the supplier code.

 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)

 “Black box” parts fully engineered and assembled by a supplier

that are also used by other OEMs without modification (should be
marked with a permanent label)

Copyright © 2016 Ford Motor Company. All rights reserved.

 Global Supplier Directive E-108 Communication

A message to the suppliers from Senior

Vice President of Ford Global Purchasing
"As a supplier to the Company, we
rely on you to both communicate
and implement these parts marking
requirements throughout your
company, as well as to the suppliers
and vendors with which you
contract in order to supply parts to
the Company."

--Tony Brown

Copyright © 2016 Ford Motor Company. All rights reserved.

 Parts Trademark Compliance Checksheet

Copyright © 2016 Ford Motor Company. All rights reserved.

 Classroom Exercise

The next eight slides will display different parts. Your job is to
make sure that these parts fully comply with Directive E-108.

Go to Appendix A in the back of the book and use the Parts

Trademark Compliance Checksheet for this exercise.

Copyright © 2016 Ford Motor Company. All rights reserved.

 Classroom Exercise – Part A
Does this part comply with Directive E-108 marking requirements? Why?
Required Part Markings Prohibited Part Markings
 Ford Trademark  Supplier Trademark
Supplier Site Code - missing Supplier Trade Name
 Engineering Part Number Supplier Part Number

Copyright © 2016 Ford Motor Company. All rights reserved.

 Classroom Exercise – Part B
Does this part comply with Directive E-108 marking requirements? Why?

Required Part Markings

Ford Trademark
Supplier Site Code - missing
 Engineering Part Number

Prohibited Part Markings

Supplier Trademark
Supplier Trade Name
Supplier Part Number

Copyright © 2016 Ford Motor Company. All rights reserved.

 Classroom Exercise – Part C
Does this part comply with Directive E-108 marking requirements? Why?

Required Part Markings

 Ford Trademark
Supplier Site Code - missing
 Engineering Part Number

Prohibited Part Markings

Supplier Trademark
 Supplier Trade Name
 Supplier Part Number

Copyright © 2016 Ford Motor Company. All rights reserved.

 Classroom Exercise – Part D
Does this part comply with Directive E-108 marking requirements? Why?

Required Part Markings

 Ford Trademark
 Supplier Site Code
Engineering Part Number - missing

Prohibited Part Markings

Supplier Trademark
Supplier Trade Name
Supplier Part Number

Copyright © 2016 Ford Motor Company. All rights reserved.

 Classroom Exercise – Part E
Does this part comply with Directive E-108 marking requirements? Why?

Required Part Markings

Ford Trademark
Supplier Site Code - missing
Engineering Part Number

Prohibited Part Markings

Supplier Trademark
 Supplier Trade Name
 Supplier Part Number

Copyright © 2016 Ford Motor Company. All rights reserved.

 Classroom Exercise – Part F
Does this part comply with Directive E-108 marking requirements? Why?

Required Part Markings

 Ford Trademark
 Supplier Site Code
 Engineering Part Number

NOT COMPLIANT
Ink printed label on part

Copyright © 2016 Ford Motor Company. All rights reserved.

 Classroom Exercise – Part G
Does this part comply with Directive E-108 marking requirements? Why?

Required Part Markings

 Ford Trademark
Supplier Site Code - missing
 Engineering Part Number

Copyright © 2016 Ford Motor Company. All rights reserved.

 Classroom Exercise – Part G
Does this part comply with Directive E-108 marking requirements? Why?
Required Part Markings
 Ford Trademark  Supplier Site Code  Engineering Part Number

"perfect" E-108 execution

Copyright © 2016 Ford Motor Company. All rights reserved.

Copyright © 2016 Ford Motor Company. All rights reserved.
 Reference Information

Weblinks & Contacts:

 https://web.purinfo.ford.com under the E-108 tab

 Ford Motor Company Engineering CAD & Drafting

Standard E-3 https://web.standards.ford.com

 Contact your Production or Service Buyer

 Contact Global Parts Brand Protection at

[email protected]

Copyright © 2016 Ford Motor Company. All rights reserved.