New Ford Fiesta Shatters Small-Car Mold: Best Projected Miles Per Gallon, Connectivity, Performance, Personality

• New Ford Fiesta bursts onto the scene with an impressive lineup of powertrain options anchored by the award-winning 1.0-liter EcoBoost^® engine that delivers a thrill-packed ride with unrivaled 40 mpg-plus 

• Fiesta is loaded with a dazzling array of features and technologies that proves small is smart

• Personalization features and hot new color combinations make the 2014 Ford Fiesta – on sale next year – a car that not only revels in the spotlight, but demands it

• Fiesta ST smokes the competition with the best performance in its class

Click to download images.

 

For more information, visit the 2014 Ford Fiesta Press Kit.

 

LOS ANGELES, Nov. 26, 2012 – Ford’s new Fiesta, which breaks cover at the Los Angeles Auto Show, will redefine the small car with a projected best 40 mpg-plus fuel economy rating, an exciting new look, and special features and technology that make it the most fun-to-drive car of its size.

 

“Customers want cars that are expressive and fun while offering class-leading fuel economy,” says Mark Fields, Ford president of The Americas. “Fiesta delivers all the excitement drivers are looking for in a car we believe will raise the bar even higher for small cars in North America.

 

“Our goal with this Fiesta was to take a car that was already a leader in fuel efficiency, performance, connectivity and personality, and make it even better,” Fields adds.

 

Fuel efficiency and fun

The most dramatic and distinctive Fiesta to date will deliver the best miles per gallon among its rivals, led by Ford’s patented new 1.0-liter EcoBoost^® engine. This landmark engine, already selected for both the Popular Mechanics 2012 Breakthrough Award and Engine Technology International’s International Engine of the Year Award in Europe, is expected to deliver more than 40 mpg.

 

With that, Fiesta is projected to be the most fuel-efficient non-hybrid subcompact in America, and stands as a shining example of Ford’s commitment to provide consumers with the most fuel-efficient cars, SUVs and trucks.

 

While the diminutive size of the 1.0-liter EcoBoost saves cash at the pump, it doesn’t hold anything back on the road. At 123 horsepower for each liter of engine displacement (the engine’s size), the 1.0-liter EcoBoost delivers more power for its size than a Lamborghini Aventador (at 108 horsepower per liter).  

 

EcoBoost is fundamental to Ford’s strategy to provide technologically advanced, high-output, smaller-displacement powertrains that deliver uncompromised performance and fuel economy. EcoBoost engines deliver fuel economy gains of up to 20 percent and reduction of CO₂ emissions of up to 15 percent, compared with larger, less-efficient engines. Ford’s leadership with EcoBoost has resulted in more than 125 patents on the technology. Currently, more than 500,000 vehicles have this engine and by 2013 more than 1.3 million will have EcoBoost.

 

Small is smart

In addition to its new EcoBoost engine, Fiesta boasts a best-in-class suite of technologies and features that give drivers the perfect blend of a connected world and an untethered driving experience.

 

A new MyFord Touch^®  system with 6.5-inch touch screen that features enhanced voice control is now available, providing drivers more options than ever for navigation, communication and entertainment functions. Fiesta still features SYNC^® AppLink^™ capabilities pioneered on the first Fiesta, which allows drivers to access and control Ford-approved smartphone apps with voice commands and vehicle controls while on the go, helping drivers keep their hands on the wheel and eyes on the road. Turn-by-turn navigation remains part of SYNC Services.

 

Ford’s MyKey^® is a new feature on Fiesta, which enables parents in particular to encourage safer driving and limit their teenagers’ exposure to risk at the wheel. The system allows owners to configure maximum speed and audio volume limits. It also mutes audio until seat belts are fastened and ensures driver aids, safety systems and more vigorous alerts cannot be deactivated when used.

 

“This car was built for the digital generation,” says John Schneider, Ford chief engineer, Upperbody Electronics. “With Bluetooth^® connectivity and MP3 capabilities, tech-savvy people who use social media to be constantly connected with the world around them won’t be slowed down when they get in this car.

 

“It has always been the belief at Ford that entry-level drivers deserve the best technology,” Schneider adds. “We launched SYNC AppLink on Fiesta, and now transitioning to MyFord Touch with this new touch screen enables us to go further in our quest to give drivers the best in in-car electronics.”

 

Built to excite the right-brain driver

Proving to be every bit as creative as its owner, the new Fiesta will offer custom exterior design graphics and sexy new color options. The redesigned exterior boasts a sporty new grille that reflects the new face of Ford.

 

Inside, things are just as expressive. The cell phone-inspired dashboard and available leather steering wheel and seats amplify the modern interior and entice drivers to get in the car and get on the move. A selection of ambient lighting options allows Fiesta drivers to set just the mood they want. Also available is a new Sony HD audio/satellite radio with eight premium speakers for drivers to more fully appreciate their music.

 

Big on safety

This continues to be a small car that is big on safety. Fiesta offers the following standard safety features:

 

• AdvanceTrac^® with Electronic Stability Control
• Dual-stage first-row airbags
• Driver knee airbag
• Side-impact airbags
• Side-curtain airbags
• Four-wheel anti-lock braking system
• LATCH (Lower Anchors and Tethers for Children)
• Tire Pressure Monitoring System
• Child-safety rear locks
• Anti-theft engine immobilizer
• Improved side-impact safety capabilities

Fiesta ST pushes performance

Fiesta ST is Ford’s newest contribution to the world of hot hatches.

 

A new high-output variant of the award-winning 1.6-liter four-cylinder EcoBoost engine propels Fiesta ST with an anticipated 197 horsepower and 214 lb.-ft. of torque. In comparison, Mini Cooper S makes do with 181 horsepower and 177 lb.-ft., while Chevrolet Sonic RS produces 138 horsepower and 148 lb.-ft.

 

Unlike the competition, Fiesta ST doesn’t simply look like a performance car; it’s got the guts to back it up.

 

Fiesta ST may be born with racing DNA, but there’s no price for that performance at the pump. Available exclusively as a five-door hatchback in North America and with a six-speed manual transmission, Fiesta ST is projected to achieve up to 34 mpg.

New 2014 Ford Fiesta Adds MyFord Touch with Improved Voice Recognition, Navigation and Phone Pairing

• 2014 Ford Fiesta comes to market with one of the most comprehensive suite of in-car connectivity technology features available in a small car: SYNC^® with MyFord Touch^® featuring a new 6.5-inch LCD touch screen

• The technology is driving up purchase consideration and appeal of Ford products, proven by internal data showing new vehicles ordered with MyFord Touch exceed expectations

• Ford, working with Microsoft, continues to improve MyFord Touch with new capabilities and features including more natural and accurate voice recognition, simpler Bluetooth^® phone pairing and better navigation controls

Click to download images.

 

LOS ANGELES, Nov. 26, 2012 – The latest trend in consumer electronics is the miniaturization of the gadgets we love, while packing them with even more performance such as a razor-thin phone that doesn’t bulge in a pocket, smaller tablets that can be held with one hand, or music players that can be worn on the wrist. Ford is following suit, and beginning next year it will offer MyFord Touch^® with a new 6.5-inch LCD touch screen available on the 2014 Ford Fiesta.

 

“Technology features are important to all of our customers including small car buyers, and MyFord Touch continues to drive up purchase consideration of our vehicles,” says Michelle Moody, Ford cross-vehicle marketing manager. “MyFord Touch is appealing to customers, as it consistently ranks among the top 10 purchase considerations with new owners. We’re excited to bring it to the small car segment, where it will really help Fiesta stand out from the crowd.”

 

The migration of this technology comes right as Ford hits the five-year anniversary of its award-winning SYNC^® in-vehicle connectivity system that was co-developed with Microsoft; more than 5 million cars and trucks have been sold with the system. Ford first launched SYNC on the 2008 Focus, then its smallest and most affordable car. Now, unveiling MyFord Touch for Fiesta cements Ford’s commitment to making technology affordable and accessible to everyone.

 

“We are seeing strong brand lift from MyFord Touch amongst in-market shoppers, with 65 percent of those intending to purchase a vehicle reporting SYNC definitely plays a role in their purchase consideration,” says Moody. “Take rates for MyFord Touch on new vehicle orders, such as the 2013 Escape and Fusion, continue to outpace our internal projections. We expect the same trend for Fiesta.”

 

Besides the new MyFord Touch 6.5-inch color touch screen, which is an upgrade over the currently available 4-inch screen, the 2014 Fiesta will launch with the latest SYNC software that adds new features including:

 

• Simplified Bluetooth^® phone pairing: When pairing, the driver simply has to hit “OK” if the PIN on the phone and touch screen match each other
• More natural voice recognition: Drivers can now simply say “Play <name>” when requesting a specific artist, song, album or genre of music (i.e. “Play jazz” versus “Play genre jazz”)
• Improved voice recognition accuracy: The latest version of Nuance’s speech software, VoCon^® 3200 v4.2, improves overall voice recognition performance
• Flattened audio command structure: At any time, drivers can say the station frequency, “AM 760,” or the official name of the Sirius station, like “Hits 1,” to tune in; drivers no longer need to say “Radio” or “Sirius” to indicate their desire to listen to those audio sources
• Simplified navigation controls: The destination entry screen has been improved to help make it easier to enter an address

With MyFord Touch powered by Microsoft, Fiesta drivers will be able to stay connected to their lives, easily getting the information and entertainment they want while keeping their hands on the wheel and eyes on the road.

If Prices Are Equal, Buy It Local

I compare online and offline prices all the time. It’s simply part of how I naturally shop.
Sometimes, though, I’ll find that I can get essentially the same exact deal both online and off. The best online price I can find matches the price I see in the store.
In that situation, I always buy local.

There are a lot of reasons to buy local, of course. Here are some thoughts and tips.
First, when you buy local, at least some of that money stays in your community. If you buy from a company halfway across America (or in another country), very little of the proceeds of that purchase stays local. If you buy local, at least some of it will directly help your community.
The local taxes help out with pretty much every local service, from police departments to schools. The revenue for the business goes into the pockets of the employees. The profits go into the pocket of someone that’s hopefully at least somewhat local.
Beyond that, by buying from local businesses, you’re helping them to keep their doors open and employ local people. A larger tax base brings more benefits to everyone in the community.
You simply get more value out of your dollar by buying local.
So, hand in hand with that idea is the concept that some things are more local than others.
For example, there’s a dairy not too far from where I live that’s owned by locals. They produce their own milk and sell it to the public through local grocers. When I buy from them, a very large portion of the money I spend stays in the community. They get revenue from the grocery stores. The local grocery store gets revenue from me. Multiple local businesses earn an income because of the dollar I spend.
Another example is the farmers market. If I buy produce there, the cash is going right into the pocket of someone in the community without a single middleman. If the prices are the same at the farmers market as they are in the grocery store, I’d rather keep the money as local as I can.
A final thought is that local independent businesses are often the ones that heavily support the community. They sponsor youth leagues. They help financially back community festivals. They often help support community organizations. They often organize clubs and other activities that offer yet another option for free community entertainment and involvement.
If you’re going to buy an item and you can approximately price match it in your local store, buy local. There’s no better way to squeeze a little more value out of that dollar.

Ford Begins Production of New Fiesta; Europe’s Best-Selling Small Car is Bolder, Greener and Smarter

• New Fiesta volume production begins at Ford’s assembly plant in Cologne, Germany, for delivery to dealerships across Europe
• New Fiesta combines bold new exterior design with refined interior
• Europe’s best-selling small car delivers SYNC, MyKey and Active City Stop; highly fuel efficient engine range includes award-winning 1.0-litre EcoBoost

Cologne, Germany, Nov. 12, 2012 – Ford has started volume production of the new Ford Fiesta at its assembly plant in Cologne and the latest version of Europe’s best-selling small car will be in dealerships soon. 
The dynamically styled new version of the Fiesta features new smart technologies and a breakthrough powertrain line-up.
“The new Fiesta has seven powertrain options – both diesel and petrol – that deliver fuel economy of less than 100 grams of CO₂ per kilometre,” said Roelant de Waard, vice president, Marketing, Sales & Service, Ford of Europe.
Ford has sold more than 15 million Fiestas worldwide since the vehicle first went into production in 1976. More than 235,000 have been sold in Europe in the first three quarters of 2012, making it the best-selling small car in the region*.

Alongside a bold new exterior and an interior optimised for ergonomics and comfort, the new Fiesta debuts Ford MyKey in Europe – a Ford-exclusive technology that allows parents to encourage safer driving and limit their teenager’s exposure to risk at the wheel.
New Fiesta also features voice-activated in-car connectivity system SYNC; Active City Stop that helps drivers avoid low speed collisions; and SYNC Emergency Assistance that directly connects vehicle occupants to local emergency services operators after an accident.
Arriving in dealerships soon, new Fiesta is offered with 1.0-litre EcoBoost – the 2012 “International Engine of the Year”. An ECOnetic Technology version powered by a 1.6-litre Duratorq TDCi diesel engine achieves 87 g/km CO₂**.

# # #

* JATO Dynamics results are based on information provided by JATO Consult, the company's bespoke consulting service.  Figures are based on 30 European countries. For more info, please visit www.jato.com
** The stated fuel consumption and CO₂ emissions are measured according to the technical requirements and specifications of the European Regulation (EC) 715/2007 as last amended. The results may differ from fuel economy figures in other regions of the world due to the different drive cycles and regulations used in those markets.

Ford Triples Dealers Certified to Sell C-MAX Energi Plug-in Hybrid, Beats Toyota in Fuel Economy Across the Board

• Ford has tripled to more than 200 the number of dealers certified to sell plug-in electrified vehicles, including C-MAX Energi – Ford’s first-ever plug-in hybrid

• More than 900 dealers are either certified or enrolled for certification, far outpacing Ford’s original estimates for 350 total, with 25 percent of buyers placing plug-in hybrids on their shopping lists

• Ford plans certified dealers in all 50 states by early 2013 when the new Fusion Energi plug-in hybrid arrives, adding to one of the industry’s most fuel-efficient lineups that beats Toyota in fuel economy in every segment where both compete

• 2013 C-MAX Energi is America’s most fuel-efficient plug-in hybrid – certified by the U.S. Environmental Protection Agency to offer the equivalent of 105 miles per gallon (MPGe) combined – 5 MPGe more than Prius Plug-in

Click to download images.

 

MIAMI, Nov. 9, 2012 –Ford has tripled to more than 200 the number of dealers certified to sell its lineup of plug-in electrified vehicles, including the new C-MAX Energi plug-in hybrid that is on sale now and delivers the equivalent of 105 mpg combined in electric mode, beating the Toyota Prius Plug-in by 5 MPGe.

 

Ford’s plug-in electrified vehicle dealer growth comes as the number of new vehicle shoppers considering plug-in hybrids has grown to 25 percent. In total, 900 dealers are either certified or enrolled for certification, nearly triple Ford’s initial plans for about 350 certified dealers by early 2013.

 

Ford vehicles now deliver better fuel economy than Toyota in every segment in which the two companies compete with the launches of the new Escape, Fusion and C-MAX hybrids.

 

“Ford’s strategy to deliver the power of choice for leading fuel economy across our lineup seems very well timed as our customers and dealers are showing significant interest in vehicles such as the C-MAX Energi plug-in hybrid,” says C.J. O’Donnell, Ford Electrified Vehicle Marketing manager. “C-MAX Energi joins C-MAX Hybrid to help Ford take on Prius for the first time, with great early signs as the hybrid outsold Prius v in its first full month of sales in October.”

 

The first 67 certified dealers were in California, New York and New Jersey and have been selling the Focus Electric since spring. By early 2013, Focus Electric and C-MAX Energi will be joined by Fusion Energi plug-in hybrid – expected to be the world’s most fuel-efficient sedan by achieving more than 100 MPGe in electric mode – and available at certified dealers nationwide.

 

Greener dealers selling greener vehicles

Certification means the dealerships have met the automaker’s guidelines for dealers selling electric vehicles – including installation of at least two onsite charging stations and participation in highly specialized training in the field of electric vehicles.

 

“The amount of hard work and resources dealers put into becoming certified really is a testament to how excited they are, how excited customers are, and how excited we are about C-MAX Energi,” said Paul Russell, Ford’s field operations manager.

 

To become certified to sell America’s most fuel-efficient and affordable plug-in hybrid vehicle, dealers first had to satisfy a list of other requirements, including:

 

• One of the two required charging stations at the dealership must be in the customer area and the other must be in the service area
• At least one Focus Electric and C-MAX Energi must be available at all times for demonstrations and events
• Of the sales consultant, sales manager, service advisor and service manager jobs at each location, 80 percent must meet specific electric vehicle training certification requirements that cover topics including advanced knowledge of electrification
• Each showroom will have point-of-purchase display materials including digital assets and window signage
• Participation in a Ford Go Green Dealer Onsite Facility Assessment to identify energy- and cost-saving opportunities with a goal of facilitating energy efficiency, lower operating expenses and carbon footprint reduction

Fuel efficiency for all

By early 2013, Ford will be the first automaker to sell three plug-in electrified vehicles when the Fusion Energi plug-in hybrid arrives. In total, Ford is launching five new electrified vehicles, including:

 

• C-MAX Hybrid: The country’s most fuel-efficient and affordable hybrid utility vehicle is now the best-selling hybrid utility vehicle after outselling Prius v, 3,182 units to 2,769 units, in just its first full month of sales in October. C-MAX Hybrid delivers EPA-certified 47 mpg city, highway and combined – up to 7 mpg better than Prius v – plus 50 more horsepower and 15 exclusive technologies
• C-MAX Energi plug-in hybrid: America’s most fuel-efficient and affordable plug-in hybrid vehicle, Ford’s first production plug-in hybrid delivers a class-leading 108 MPGe city EPA rating, 21 miles of all-electric range that’s more than triple Prius plug-in’s six miles, and 620 miles of overall range on a tank of gas. The vehicle’s “real car” performance includes 195 horsepower (versus Prius plug-in’s 134 horsepower), engaging driving dynamics and a quiet interior – all with a leading EV-only speed of 85 mph, 20 mph above the Prius plug-in
• Fusion Hybrid: EPA-rated 47 mpg city, highway and combined, up to 6 mpg better than the Toyota Camry Hybrid combined
• Fusion Energi plug-in hybrid (will begin production by the end of this year): Aims to be the most fuel-efficient midsize car in the world with more than 100 MPGe
• Focus Electric: America’s most fuel-efficient five-passenger car, with an EPA-certified 110 MPGe city rating and 105 MPGe combined, beating Nissan Leaf by 6 MPGe while offering more motor power and more standard features

Production of the C-MAX Energi began in October 2012 at Ford’s Michigan Assembly Plant in Wayne, Mich. More information about MAP – the only plant in the world to produce five vehicles each with its own unique fuel-efficient powertrain – can be found here. More information about Ford’s electrified vehicle lineup can be found online here.

 

Ford fuel economy leaders

Ford beats Toyota in every segment where both compete, including:

 

Cars and electrified vehicles

• C-MAX Hybrid at 47 mpg combined beats Prius v by 7 mpg in the compact hybrid utility segment
• C-MAX Energi at 100 MPGe combined beats Prius plug-in by 5 MPGe in the plug-in hybrid market
• Fiesta SFE at 40 mpg highway beats Toyota Yaris by 3 mpg in the subcompact segment
• Focus SFE at 40 mpg highway beats Corolla by 6 mpg in the compact segment
• Focus Electric at 110 MPGe city does not have a Toyota competitor
• Fusion 1.6-liter EcoBoost^® at 37 mpg highway beats Camry by 2 mpg in the midsize sedan segment
• Fusion Hybrid at 47 mpg highway beats Camry Hybrid by 9 mpg in the midsize hybrid sedan segment
• Taurus 2.0-liter EcoBoost at 32 mpg highway beats Avalon by 4 mpg in the full-size sedan segment

Crossovers, trucks and SUVs

• Escape 1.6-liter EcoBoost at 33 mpg highway beats RAV4 by 5 mpg in the small crossover segment
• Explorer 2.0-liter EcoBoost at 28 mpg highway beats Highlander by 3 mpg in the midsize crossover segment (Note: Flex 3.5-liter EcoBoost ties Highlander)
• Expedition at 20 mpg highway beats Sequoia by 2 mpg in the full-size SUV segment
• Edge 2.0-liter EcoBoost at 30 mpg highway beats Venza by 4 mpg in the midsize crossover segment
• F-150 3.5-liter EcoBoost at 22 mpg highway beats Tundra by 2 mpg in the full-size pickup segment

Lessons from a master

I have been re-watching the documentary “Jiro Dreams of Sushi ” for the past couple of months. I’ve seen it at least 10 times, probably more, while writing drafts for this article. I’ve watched it alone, with my wife, with friends, and I don’t tire of it; I’ve recommended it to everyone I know, and now I’m wholeheartedly recommending it to you.

This little gem of a documentary by David Gelb takes a look at the work and life of Jiro Ono, a Michelin three-star sushi chef who, at 85 years of age, continues to work on his craft every day at his tiny restaurant in a Tokyo office building basement opposite a subway station entrance. His colleagues, his country, and at least one very knowledgeable food writer recognize him as perhaps the greatest sushi chef alive.

I have watched this film in fascination, trying to extract lessons from this master. What have I learned from him? And what questions do these lessons open up for me?

You must fall in love with your work

“Once you decide on your occupation,” says Jiro, “you must immerse yourself in your work. You have to fall in love with your work. Never complain about your job. You must dedicate your life to mastering your skill. That’s the secret of success and is the key to being regarded honorably.”

Jiro himself is enormously happy with his work; he is a blissful craftsman who truly enjoys his work, which keeps him vital in his old age.

However, it’s crucial to note that he doesn’t say “find work that you love,” as if suggesting one goes on some romantic quest in search for the perfect job, but rather he tells us to love the work we have chosen.

This means to consciously and voluntarily cultivate love, much like we do in a marriage. This is different from a teenage crush whereby one gets struck in the head by a random force and goes temporarily mad, only to wake up to disillusioned weeks or months later. Jiro’s path to joyful work requires a lifetime of devotion.

This brings to mind a more common conception of work some of us have: We tend to categorize jobs as being either “passion work” or “work just for the money.” Then we tell ourselves that passion work is a pipe dream and we must endure a lifetime of mindless toil until the day we retire and begin to enjoy life.

What would happen, I wonder, if we consciously and purposefully loved the jobs we feel condemned to do “just for the money”? Could this perhaps completely revolutionize our relationship with work, increase our quality of life, and diminish our hunger for retirement?

Specialize, simplify, go deep

Sushi is by definition a minimalist food, and Jiro has taken this simplicity to another level, not only in his sushi-making technique, but also in the composition of his menu. Unlike other restaurants of its kind, Jiro’s does not serve appetizers. Rather, they create a daily menu of about 20 pieces of sushi per person. He serves sushi only, and no other dishes.

Moreover, his restaurant has only 10 seats. This allows the staff to focus on preparing top-quality sushi and serving each client the best possible way, noticing little details like how much they eat or if they are right- or left-handed.

Jiro’s eldest son, Yoshikazu, who is a sushi chef in his own right but still works with his father as the heir apparent, says that at the restaurant they try to repeat the same thing every day. What’s left implied is that mastery results from this constant repetition.

This focus goes beyond the confines of work: Jiro repeats the same routine every day, down to standing on the same spot to take the train. He dislikes holidays and wants to return to work as soon as possible.

It seems to me that Jiro increases his creativity by going deep, rather than wide — start with an automatic daily routine, pursue a narrow focus at work, and within that narrow focus, the combination of talent and hard work open up a universe for creative exploration.

This reminds me of that mad genius William Blake, who wrote in “Auguries of Innocence”:

To see a world in a grain of sand
And a heaven in a wild flower,
Hold infinity in the palm of your hand,
And eternity in an hour.

With happiness like that, who needs vacations?

Loving your work requires sacrifice

If we stick for a moment with the “passion work” scenario I mentioned earlier, I notice that some people tend to assume that doing work you love is free of difficulties and that everything will be well in your life if you just switch careers. It is not. Doing work you love may cost you dearly, especially in the initial stages, and everyone choosing such a path should be willing to pay the price of admission.

In my case, pursuing studies in the humanities and striking out on my own instead of finding a place in academia meant I have to work longer hours and make less money compared with people working in established organizations and with perhaps fewer years of education.

I have made peace with that fact because I am doing work that I love, but the trade-off is evident. Today I aim to increase my income to a more comfortable level by cultivating focus and honing my skills, but it’s a steep climb. Still, this was a conscious choice that I do not regret.

I know this may seem to contradict a little bit what I said earlier about loving the work you’ve chosen, but I guess what I’m trying to say is that loving your work can at times be difficult, but if you persevere you will find yourself rewarded for it.

In the case of Jiro, the demands of his job kept him away from his family while his children were growing up. He also had to struggle against poverty; when he got married he had no money in the bank, and years later his kids had to save for months before they could afford a Coca-Cola.

Things have changed today, Jiro shares a good relationship with his children, who learned their craft from their father, but it took years of sacrifice and hard work to get there. Jiro himself had to endure being slapped or kicked during his learning years, but he didn’t quit. He’s had apprentices, however, who only lasted a day in his kitchen.

The point of this, to me, is that the kind of bliss Jiro finds in his daily work can’t be achieved through quick solutions and four-hour workweeks. It takes hard, intense, concentrated, and often painful work. Dream jobs don’t simply work their magic because you find them; they do because you marry them for life and they reward you for your efforts as years go by.

I am not suggesting, of course, that citizens of 21st-century Western democracies with different cultural prejudices put up with unfair or unsafe work conditions, but Jiro’s tale is a reminder that love and sacrifice can reward us in transcendental ways that cannot be reduced to quick formulas for easy success. His path may not be for everyone, but I believe it’s at least worthy of examination.

New Ford Fiesta Safety Technology ‘Active City Stop’ Captures and Processes 15 Images in the Blink of an Eye

• Ford introduces the low-speed collision avoidance system Active City Stop in the new Fiesta in Europe
• In the time it takes to blink, a sophisticated sensor captures 15 images, calculates whether traffic is slowing or has stopped, and applies the brakes automatically if it determines a collision is imminent
• Ford Active City Stop can help prevent collisions at speeds of up to 15 km/h and to help mitigate the effects of impacts at speeds of up to 30 km/h

COLOGNE, Germany, Nov. 5, 2012 – Even the most attentive driver has to blink, and by the time they have opened their eyes Ford’s Active City Stop low-speed collision avoidance technology that is being introduced to new Fiesta in Europe will have captured and processed 15 images of the road ahead in its search for potential hazards.

Active City Stop uses a sophisticated light detecting and ranging sensor to scan the road ahead 50 times every second – more than twice the speed of the movie industry standard frame rate – to help prevent collisions at speeds up to 15 km/h, and help reduce the severity of impacts at speeds of up to 30 km/h.

“Urban areas are breeding grounds for low-speed accidents caused by drivers failing to notice the car in front has stopped,” said Florian Schweter, new Fiesta Active City Stop development engineer, Ford of Europe. “High traffic volumes, lots of potential distractions and slow-moving, stop-start traffic mean Active City Stop can provide a much-needed extra eye on the road.”

Each year more than half-a-million people are injured in car crashes in cities in the UK, France, Germany, Italy and Spain alone. Of these, approximately one-in-eight are hurt in rear-end shunts, the type that Active City Stop can reduce in severity or avoid altogether.

Active City Stop constantly monitors the gap to vehicles in front, calculates the risk of hitting a stationary or slow-moving object and pre-charges the new Fiesta’s brake system to deliver maximum braking response. If the driver does not respond, either by braking or evasive steering, the system simultaneously applies the brakes, reduces engine torque, and activates the rear hazard lights.

First launched on new Focus and ordered by more than 70,000 European customers to date, Active City Stop is already available on C-MAX, Grand C-MAX and the new B-MAX. It received a Euro NCAP Advanced reward on Focus in 2011.

“Active City Stop is designed to offer additional security for Ford drivers and fellow road users,” said Schweter. “Automatic application of the brakes is a last-ditch response and the system is carefully designed to minimise the potential for inappropriate application. We hope our customers will never need this feature but we believe it gives city drivers in particular peace of mind to know it is there.”