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Ford trying to build optimism about the future

The suffering auto giant is dispatching executives out to pitch its "Way Forward" program.

By CHRISTINA REXRODE
Published November 3, 2006

These are dismal times at Ford Motor Co.

The Dearborn, Mich., auto giant posted a net loss of $5.8-billion in the third quarter and watched sales decline worldwide. It has announced massive layoffs and continues to slash benefits for retirees.

But the company insists it has few regrets, and that morale remains high.

To build optimism, Ford sent executives around the country to talk up its Way Forward plan, which will slash North American operating costs by $5-billion.

Jamy Hall, Ford's director of dealer development, made the trip from Michigan to speak to the New Tampa Rotary Club this morning. She talked to the St. Petersburg Times on Thursday.

The "Way Forward" seems like a pretty positive name for a plan that will put so many people out of a job.

I think the Way Forward is the perfect name for the program because it's how we are going to conduct business going forward. Although we have some issues right now, we're dealing with them head on.

Your Way Forward plan says you'll create more small cars and crossover SUVs. It sounds like you're playing catchup with companies like Toyota or Nissan.

No, what we're trying to do is go where we think the market is headed, and crossover is one of the fastest growing segments.

If you look at this month our sales are up; our (Ford) Fusion, (Mercury) Milan, (Lincoln) Zephyr (all mid-size sedans), they are selling really well for us, and we're about to launch the new Edge product (a crossover SUV).

I do think you're going to see some tremendous results going forward.

[Last modified November 3, 2006, 01:47:00]