Ford’s Success Due to Customer Focus

* I am concerned about the misinterpretation of Ford’s attitude in “Detroit Unfazed by Toyota Truck” [April 26].

Implying that Detroit, or more specifically Ford, is asleep when it comes to the truck market couldn’t be further from the truth. I can assure you that Ford is not sleeping! Ford trucks are the best-selling trucks in the United States and have been for 14 consecutive years. We didn’t accomplish this leadership position by accident, by default or by ignoring tough competition.

We are the truck leaders because we have consistently provided customers with outstanding, high-quality products at a fair value to meet any of their needs for work or play.

Ford and the entire U.S. auto industry of today are very different from the 1960s. Quality levels are dramatically improved, partly because competition is tougher. Ford considers every competitor to be formidable and capable of delivering great products.

We recognize that healthy competition is good for everyone--especially consumers. And at Ford, our primary focus is our customers. If we stay focused on their needs, we will do the best job of providing them with the products they prefer over anyone else’s.

JAMES G. O’CONNOR

President

Ford Division

Ford Motor Co.

Dearborn, Mich.