Ford Dealers Hope Hybrids Will Lead Way Out of Morass

Ford president Mark Fields says the way forward begins in the design studio, as well as building more gas-electric versions of its product line.

Published: 25-Jan-2006

After decades of declining sales and market share, Ford's top executives acknowledged Monday that the company can't survive if it keeps bringing its B-game to American customers.

"The way forward," as Ford calls its recovery plan, "begins in the design studio," said Mark Fields, president of Ford North and South America.


Third quarter losses and fierce competition for American car and truck buyers, prompted the automaker to launch a corporate-wide campaign last month to reposition Ford Motor as a leader in innovation and cutting-edge energy policies.

While Ford is having trouble getting hybrids to American buyers, in the UK, Ford cars average 20-40 mpg more than their US counterparts.

Ford's next hybrid will be the Fusion slated to be introduced in 2008, along with the Mercury Milan Hybrid.


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