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It all spells back to basics for Ford.(Chicago Tribune)

Knight Ridder/Tribune News Service

| August 01, 2003 | Mateja, Jim | COPYRIGHT 2003 McClatchy-Tribune Information Services. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: Jim Mateja

D2ADE.

That's the Ford Motor Co. marching orders for 2004.

And the way to ensure Ford can pull off D2ADE is to rely on SIS.

If D2ADE and SIS don't make sense, just be thankful you didn't have to sit through a couple of hours of Ford executives acronyming (OK, not a word, but if Ford can get away with D2ADE and SIS, we'll take license and liberties with the English language as well) at the unveiling of its 2004 product lineup.

Obviously, Ford never heard of KISS.

D2ADE is pronounced "D-squared ade" and stands for dependable, desirable, affordable driving enjoyment. Squared should have meant dependable times dependable, but stands for dependable and desirable, with the "2" added only so the media wouldn't refer to it as DADE or DADDY.

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