Bill Ford: It's a great time to be in auto business

Bill Ford at Fortune Brainstorm Green conference.

(Credit: Martin LaMonica/CNET)

LAGUNA NIGUEL, Calif.--Even though the U.S. auto industry has been badly weakened by poor decisions and falling sales, new technologies are bringing a new vibrancy to the industry, said Bill Ford, the executive chairman of Ford Motor.

In an effort to make more fuel-efficient vehicles, Ford Motor is placing its bets on a number of alternative technologies, including electric vehicles, biofuels, and clean diesel, Ford said during a talk at the Fortune Brainstorm Green conference here on Monday.

Ford himself was integral in the company adopting sustainability and environmental awareness in its operations. He spearheaded the construction of the Rouge River factory, which adopted a number of techniques to minimize energy and water use.

Moving the company to cleaner technologies and environmental responsibility has helped Ford financially and motivated employees, Ford said. Many of the changes Ford adopted at Rouge River in Michigan made sense financially and its improvements into fuel efficiency have helped the company.

"I am so energized by what is going on now--it's fantastic. Not only is it the right thing to do but there's also all this cool technology being developed now," Ford said. "Not just in powertrains, but in safety, communications--it's a really cool time to be part of the industry."

Ford plans to bring small cars designed originally for congested cities in Europe to the U.S., he said.

"The downsizing of the fleet is going to happen. We at Ford are placing a big bet on that," he said. "It's a bet we're making because we believe that it's the right thing to do. Whether we get the timing right--don't know."

Over the years, the culture of the company has changed gradually to take the notion of environmental sustainability more seriously.

"When I joined Ford board in 1988, I was told I had to stop associating with any known or former environmentalists," he joked. At the time, Ford said that it was important for the company to have a dialogue with environmental groups.

To see tweets from the conference, see http://twitter.com/mlamonica.

[SpiritWater]

Ford seems to be the strongest U.S. automaker. The government should not shoulder Crysler or GM and let them stand on their own. Our government should move out of the way and let the market forces prop-up or dump them.

[monkeyfun14]

People have warranties and contracts with these companies dump them and you dump millions of americans and europeans.

[doublethought84]

@monkeyfun14, people like SpiritWater don't think beyond the literal words of their idealism. One of those things they'll look back on in 10 years and say "My, how dumb of me." Oh wait - they don't admit to being wrong, either.

[malexandria1]

The problem with the Auto Industry isn't necessarily the Manufacturers, it's these weasels who run DeaIerships. I own a 2006 Ford Fusion and it's the best car I've ever had. It's sleek, low maintenance and not too many other people own them, so it's unique. I'm real tempted to trade it in for the Fusion Hybrid. But these auto sales people don't do the industry any good when they try and hose people on interest - even with decent credit. I have a ridiculous interest rate one dealer wanted double digits on a Toyota. They destroyed my rating by shotgunning it to 30 different banks - even though I expressly said they were only aloud to send it to 2, when I went somewhere else a few days later my score had dropped almost 50 points!! But I was able to get in the single digit zone on the Fusion - luckily I'm able to pay my car off early enough so it won't affect me much. A lot of these car dealerships deserve to go under.

[CMCP-Sales]

When they shotgun you like that it's a two step effort to repair the damage
1.) File a complaint with BBB and Dealership Home Office
2.) Contact credit reporting angency and request removal of extra enquiries

Sorry my spelling isn't that good
But my advice is.

[CMCP-Sales]

To Bill Ford;
Or anyone who's interested

I am working on a Prototype system for Electric Vehicles that will Free them from the plug.

However I need Funding in the form of a Grant.
Or a partnership where I Keep control of my invention.

If you are or know someone who can help me
Without wanting UP FRONT money.
Contact me @
[e-mail]
Subject: Plug Free

Thank You