Ford's Next Strategic Refresh

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The ford escape made history as the first hybrid vehicle from any of america's big three auto makers. The fort escapelike was a really good vehicle, but we never put the marketing muscle behind it that we should have,. There were still so many naysayers in the company who thought that it was a gadget or something that just wasn't of great appeal to the customer. It took a year of painful cuts and a focus on raining and spending, but he did get the company back in the black. He could start realizing the dream of sending ford in a new, higher tech and more sustainable direction.

We often hear the story about the great leader who joins a legacy company and guides it through massive transformation. But massive transformation can also start from the inside. Bill Ford, the executive chair of the Ford Motor Company, founded by his great-grandfather, is proof that great change can come from within. He has led not just one but multiple refreshes of Ford’s mission, culture, and, especially, their approach to sustainability. In Part One of a two-part series, you’ll hear about Bill Ford’s unusual entry into the family business and how he learned to drive change against internal resistance.

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