The Rebel Driving Ford

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Being a spectator during Firestone taught Ford a lot about the company that Nasser runs, and it tested their relationship. Many of the top vice presidents, most of whom sit on the 11th and 12th floors at headquarters, are new, not guys who grew up in the company. Although Ford and Nasser talk often, Nasser moves so fast that important decisions have been made without Ford's input. Ford has been frustrated at not having more say, although he realizes that he can't be seen to be interfering lest that tip the scales with Nasser, who, an executive says, can be "as sensitive as nitroglycerin." "One thing Bill has to grow into is a sophisticated understanding of the fact that he is playing a long game," says a top company official. "He was smart to hang back during Firestone. He can help now with the rebuilding in ways that Jac cannot." To that end, Ford is speaking out more on a range of company issues.

These days both men spend most of their time together talking about the sagging economy and trying to correct a rash of operating problems Ford Motor has faced, including a spate of new vehicle recalls. The company's new Explorer, a safer SUV, although it is not advertised that way, is one of the recalls.

What they don't worry much about anymore is Washington. In the old days, millions were spent lobbying against environmental and safety regulations. These days Ford Motor no longer feels pinched by those regs. On a recent visit with Dick Cheney, Ford as much as told the Vice President (between fly-fishing tales) that any backtracking by the Bush Administration on the government's environmental commitments wouldn't have any influence on Ford; the company was going ahead with its own efforts.

The company's latest report, released last week, confirmed that position. Last month the automaker announced it would join with environmental groups (and Toyota and Honda) in a call for consumer tax credits to help subsidize sales of high-mileage hybrid-fuel vehicles, which are still costly to produce. In any case, Ford will begin selling a hybrid-fuel version of its small SUV, the Escape, in 2003. Not to be outdone, General Motors says it will have its fleet of zero-emissions buses on the roads soon. "Two years ago, people couldn't wait to distance themselves from what we were doing," says Ford with a chuckle of satisfaction. "Now they announce that whatever we're doing, they can do better."

So the William Clay Ford Jr. Industrial Revolution No. 2 moves forward. If it succeeds, a man named Ford will have changed industry again. The worst that can happen is that the public will get better mileage and cleaner air from the auto industry. That's not such a bad legacy for a rich kid. "People always say, 'You have enough money; you could do what you want,'" muses Ford. "This is what I want."