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FORD CEO CALLS FOR LEANER, MORE INNOVATIVE COMPANIES IN FUTURE

 DETROIT, Nov. 3 /PRNewswire/ -- The demands of customers and the pressures of global competition will challenge the winning organization of the future to reach new levels of efficiency and innovation, according to Alex Trotman, chairman and chief executive officer of Ford Motor Company (NYSE: F).
 "Companies will need to be leaner and flatter," Trotman said in remarks prepared for delivery tonight at the Society of Automotive Engineers International Truck & Bus meeting and exposition banquet. "And they'll need to give individuals and teams more accountability, more initiative and more trust -- as well as more performance-based rewards."
 In his first major address as chairman, Trotman declared that in the customer-driven future, anything that doesn't add value to the process of producing high-quality, low-cost products will have to go.
 "The competition, and the customers, won't allow excess layers of management, activities that duplicate efforts or merely review the work of others, or excessive time spent in non-productive meetings," he said.
 Speaking to the group of automotive engineers, Trotman projected that the truck market was likely to undergo a revolution similar to the one the car industry faced in the '70s and '80s.
 "Trucks will be in great demand, especially in the early stages, as major new developing markets such as China open up and grow in the next decade. The global "car wars" of the last two decades will be repeated with equal intensity, particularly here in North America, in the truck market," he said.
 In 1970, light truck sales in the U.S. were just under 2 million units, an 18.9 percent total vehicle market share. Trucks sales grew rapidly and by 1978, the industry sold 4.3 million light trucks, representing 27.9 percent of the total market. Even last year, in a market below trend overall, nearly 5 million light trucks were sold, representing 37.4 percent of the total market.
 By creating an empowered work environment and remaining focused, Trotman said companies will be rewarded with loyalty -- a basic, yet critical, ingredient for an organizations' survival.
 "You can't earn the loyalty of any other group until you've earned the loyalty of employees, by recognizing and rewarding good work, and leading a fiercely competitive company that they can all be proud of."
 -0- 11/3/93
 /CONTACT: Judith Muhlberg of Ford, 313-322-9600/
 (F)


CO: Ford Motor Company; Society of Automotive Engineers ST: Michigan IN: AUT SU: ECO

JG -- DE034 -- 0359 11/03/93 17:29 EST
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Date:Nov 3, 1993
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