Ford aims to reinvent Detroit

Jan. 22, 2006 at 8:55 PM

NEW YORK, Jan. 22 (UPI) -- Ford Motor Co.'s so-called innovation revolution revolves around a top-secret project aimed at building a recyclable car.

Time magazine reports Ford's Piquette Project, known only by very top-level Ford executives, harkens back to Henry Ford's innovative experiments with soy-based polymers and the idea of agriculture and industry being closely linked.

"The mission was, 'Could Ford design the Model T of the next century?'" says William McDonough, an expert on green architecture who is running the sustainability part of the project.

William Clay Ford Jr., the 48-year-old CEO of Ford Motor Co. and great-grandson of the auto company's founder, tells Time Ford's biggest challenge is "to restore a sense of confidence, externally and internally, in the company."

This week he is unveiling "Way Forward," a last-ditch effort to save the company by taking some big chances.

"The old way of doing things doesn't work," Ford says. "Is (this) risky? Of course it's risky. But I tell you what: Going the way we were going is the highest risk of all."

The report comes amid speculation the automaker is also poised to announce substantial cuts in its labor force.

Like Us on Facebook for more stories from UPI.com  
Latest Headlines
Top Stories
First U.S.-made Kalashnikov AK-47s now being sold
More than $1B in new orders for Saab
Australian Air Force receives first C-27J transport
Sea-based radar market tipped to grow over 10 years
NETCENTS-2 contract for Black Box Corporation