Bill Ford: 'Self-Driving Cars Are Coming' - Reinventing America

Mar 27 2014, 9:46am CDT | by

Bill Ford: 'Self-Driving Cars Are Coming' - Reinventing America
Photo Credit: Forbes Auto

Even Detroit’s Big Three see self-driving cars in their rear-view mirror.

In a wide-ranging interview on Thursday at the Forbes Reinventing American Summit, Ford executive chairman Bill Ford talked about rebuilding his family’s company’s — and the future that will soon disrupt automobiles through technology.

“Self-driving cars are coming,” said Ford. “But the technology will arrive before society figures out how to make it work.  There’s a whole element that needs to be worked out.”

The great-grandson of company founder Henry Ford believes the technological revolution goes beyond self-driving cars, though. Using more efficient materials, like aluminum in the new Ford F-150, is a major effort for the company — both to add safety and increase fuel economy.

Ford, interviewed on stage by Steve Forbes, said this new era of technology is fun. “We used to talk in 5-7 year cycles, but we’re moving to software cycles now. We’re learning to speed everything up.”

The crisis the auto industry went through in the last decade was also on the agenda, with Ford reflecting on the many sleepless nights he spent during the darkest days. “The biggest trouble we’ve gotten into in the past is when we’re drinking our own Kool-Aid,” Ford says. “The scaring that we’ve had in the last go around will remain with us for a long time. Part of my role is to be the institutional memory for this company.”

Ford also finds himself in a role of re-focusing his company on what matters most. He believes Ford is more than just a straightforward car manufacturer. “I said to our company – we’re a personal mobility company. Whatever form that takes, we need to pursue.”

Follow Brian on Facebook and Twitter.

Top 10 Most Brand-Loyal Cars

Source: Forbes Auto

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

IPad Air Giveaway 2014 is Online
IPad Air Giveaway 2014 is Online
Our sister site I4U News is giving away a brand new iPad Air or if you can wait an iPad Air 2. This is an $499 value.
 
 
Your Parent Or Kid Moved In: Are You Covered?
A record 57 million Americans now live in multigenerational family households — double the number in 1980, according to a new Pew Research Center study. And I bet many of them have the wrong homeowner’s or renters...
 
 
Pandora Looks to Challenge Terrestrial Radio's Dominance in Cars
Pandora Media is one of the largest Internet radio providers in the U.S. with more than 75 million active users. While the company’s active user count has increased at a robust pace historically, it is likely to slow...
 
 
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
It’s January 2026. New York Yankees owner Hal Steinbrenner gets out of his driverless car and triumphantly marches before the gathered press to introduce his prized new free agent. It’s a record-breaking contract—over...
 
 
 

Latest from the Network

86 protesters arrested in Hong Kong
Hong Kong, Nov 26 (IANS/EFE) At least 86 people were arrested and over a dozen injured in Hong Kong Wednesday in clashes between the police and pro-democracy protesters during the clearing of a protest site in Mong Kok...
Read more on Politics Balla
 
Mexico plans policy changes to stem violence, graft
Mexico City, Nov 26 (IANS/EFE) The Mexican government plans to rework its internal security policy to check the violence and corruption that prevails after 43 students in police custody went missing, outraging the...
Read more on Politics Balla
 
NASA floats airship challenge idea
Washington, Nov 26 (IANS) The US space agency NASA is planning to kickstart a challenge for developing airships that can break records in terms of duration of flight at high altitudes. The idea behind the "20-20-20...
Read more on Business Balla
 
Benedict Cumberbatch disappointed to miss McGrath
Benedict Cumberbatch says it was a ''tragedy'' to not record 'Penguins of Madagascar' with Tom McGrath. The 38-year-old actor couldn't work opposite his co-star Tom due to their conflicting schedules, which forced them...
Read more on Movie Balla
 
Ridley Scott won't direct Blade Runner sequel
Ridley Scott won't be directing the 'Blade Runner' sequel. The 76-year-old director - who helmed the original sci-fi thriller in 1982 - has confessed he will not be returning to the director's chair for the follow up...
Read more on Movie Balla
 
OPEC daily basket price closes lower
Vienna, Nov 26 (IANS/WAM) The basket of 12 crude oils of the Organisation of Petroleum Exporting Countries (OPEC) closed over a dollar lower at $74.28 a barrel Tuesday compared to $75.70 Monday, the OPEC Secretariat...
Read more on Business Balla
 
Two JMB activists awarded death sentence in Bangladesh
Dhaka, Nov 26 (IANS) A court in Dhaka sentenced two activists of the militant Jamaat-ul-Mujahideen Bangladesh (JMB) to death Wednesday, for shooting dead a police informant during a search operation nearly eight years...
Read more on Politics Balla
 
Tough competition in 2015 Copa America: Uruguay FA president
Montevideo, Nov 26 (IANS) The 2015 Copa America championship, to be held in Chile next summer, is gearing up to be a tough tournament to win, Uruguay's top football official has said. According to the president of the...
Read more on Sport Balla
 
Bayern dominated despite being down to 10: Guardiola
Manchester, Nov 26 (IANS) Bayern Munich coach Pep Guardiola said that his team dominated the game despite being down to 10 in the Champions League match against England's Manchester City. "Even though we lost, I am...
Read more on Sport Balla
 
We made mistakes: Bayern's Dante
Manchester, Nov 26 (IANS) Bayern Munich defender Dante believes that Manchester City forward Sergio Aguero is a great player but Bayern should blame the Champions League loss on themselves. Bayern lost 2-3 to...
Read more on Sport Balla