Two Green Fords: CEO’s Vision Now Moving Forward

In a Financial Times interview reported April 10, the new CEO of Ford Motor Company, 42 year-old William Clay Ford (great-grandson of the legendary Henry Ford), summarized his view of Ford’s ability to effect societal change in the 21^st century.

Recalling the widespread impacts of Henry Ford’s mass production techniques, the article notes "the young CEO believes Ford should be much more than a huge industrial best churning out automobiles and profits…" William Clay Ford is quoted: "I would like Ford in its next 100 years to have an even greater impact on people’s lives than in the first 100 years … it means changing the way companies act".

Citing the emerging industrial "green revolution", Ford Motor is developing alternative fuels, cleaner production plants and is recycling more car parts. One initial step is a multi-billion dollar overhaul of Ford’s massive Rouge plant outside Detroit to both humanize its design and make it an environmentally sustainable operation.

William Clay Ford sees no conflict between profits and environment: "We have not done anything environmental that has been a bad business decision".

In the same week, the Detroit News and others reported Ford’s plans to build the first gas-electric hybrid vehicle in the hugely popular sport-utility class. To be sold in 2003, the vehicle would use a small four-cylinder combustion engine paired with a nickel hydride battery system. With a fuel efficiency of 40 miles per gallon, the vehicle would represent a nearly 100% increase in fuel economy relative to current models.

A high-efficiency SUV would put to rest the notion that only small cars can achieve high mileage performance. Detroit News reports that DaimlerChrysler AG is also planning to produce a hybrid version of its large Dodge Durango SUV if the U.S. Congress proceeds with a tax credit now being considered for high-efficiency vehicles.