Why Ford and Jose Cuervo Might Mix
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It’s not often you see booze brands and automakers strike up partnerships, for obvious reasons. But Ford and Jose Cuervo have come together in search of lighter, more energy-efficient cars and trucks.
In an arrangement made public today, the marketers say they are teaming up to explore the use of the tequila maker’s agave plant byproduct to make more sustainable bioplastics for Ford vehicles.
The material is being considered for use in components such as wiring harnesses, HVAC units and storage bins, according to Ford. The automaker in a statement said the material “holds great promise due to its durability and aesthetic qualities. Success in developing a sustainable composite could reduce vehicle weight and lower energy consumption, while paring the use of petrochemicals and the impact of vehicle production on the environment.”
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