Can This Man Save The American Auto Industry?

(8 of 8)

Bill Ford has an even bigger legacy in mind. He wants Ford Motor to lead in alternative-fuel technologies, proving his belief that you can make profits and do good at the same time. If he succeeds--and the odds aren't necessarily in his favor--Ford Motor could help save the U.S.'s manufacturing base. "Bill could go down as a truly historic American figure, like his great-grandfather," says Brinkley, "or he could just be a guy who watched over the collapse of a family company."

Ford certainly doesn't talk like a guy who is about to become history's roadkill. "My goal is to fight Toyota and everybody else and come out on top," he says. Eventually Ford hopes to engage Washington--and the country--in a broad dialogue about such urgent issues as energy policy, health care and the future of manufacturing. "Sure I'd like to play a role," he says. "But it doesn't do much good for me to be out trying to solve national and world issues if we're not fixing ourselves." That, of course, would be Job 1. [This article contains a table. Please see hard copy or pdf.] DETROIT'S DOWNER U.S. market share

1990-2005

GeneralMotors Ford DaimlerChrysler Toyota Honda

Volkswagen Sources: Power Information Network, a division of J.D. Power and Associates