"I'm going to beat Chevrolet on the head with a bat. And I'm going to enjoy it," James Farley, Ford Motor Co. vice president for global marketing, sales and service, is quoted as saying, The Detroit News reported Friday.
The book titled, "Once Upon a Car -- The Fall and Resurrection of America's Big Three Auto makers -- GM, Ford and Chrysler," gives an insider's view of the industry. It was written by New York Times Detroit Bureau Chief Bill Vlasic, the News reported.
The News said it has seen an advanced copy that may be subjected to more editing before it is released Oct. 4.
GM spokesman Jay Cooney said in response to the book with quotes peppered with profanity, "We would not have expected such crass words coming from Ford."
But the trash talk goes both ways. "You might as well sprinkle holy water. It's over," GM Chairman and Chief Executive Officer Dan Akerson recently said about Ford's luxury brand Lincoln, which is suffering from slow sales.
Ford spokeswoman Karen Hampton said the company would not comment on a book it has yet to see.
However, "This is a passionate, competitive industry, and we truly respect all of our competitors," she said.