Headlights Shine On New Environmental Technologies

by Rachel Dietrich

In his day, Henry Ford challenged conventional wisdom, putting us behind the wheel and on the road. His great grandson seems to be following in his footsteps, revolutionizing the auto industry by establishing a precedent in producing environ-mentally compatible automobiles.

"It's a fun time in our industry," said William Clay Ford, Jr. during an interview TeenSpeak conducted in his office. As Chairman of the Board, Mr. Ford expressed a lot of enthusiasm over the new technologies that are being introduced so rapidly. The cars of the 21st century will be equiped to "connect the car with the computer, with the telephone, and with this whole area of e-commerce. Soon, when you get in your car, you might as well be at your computer screen. Your e-mail can be read to you, you can send e-mail while still driving, it will be voice activated," Mr. Ford informed this reporter.

Consumers will also be learning a lot about cars called hybrids, cars that are driven by electricity, natural gas, methanol, ethanol, and ultimately, we will learn about fuel cells representing the very new technologies of this new age in the automobile industry. While most everyone is environmentally concerned, Mr. Ford also understands that consumers won't want to lose any of the conveniences or contraptions they currently enjoy with environmentally compatible cars. With this in mind, Ford is researching each of these new technologies in order to achieve their number one goal of the 21st century: "To make us the most environmentally friendly automobile manufacturer of any type in the world."

Currently, over fifty percent of Ford's money in research is spent on environ-mental issues. While we usually think of the automobile in-dustry and the environment going together as well as oil and water, Mr. Ford contends that it is actually a lot cheaper and more efficient to consider environmental con-cerns first. Ever since he joined the company in 1979, he eagerly awaited the day when he would be able to put his passion for the environment "to work" at the company. Meeting some resistence, he finally got his chance when he was named Chairman a year and a half ago. He is now the driving force behind Ford's recent environ-mental developments.

Henry Ford with his Model T

"It’s a journey, and we’re only at the first step. I don’t know that we’ll ever be there, I don’t know when you declare victory, but it’s something that we’re just going to work on year after year to get it right, because we have to."

"Everything that we do touches the environment, and that’s why it is so important for us to get this right and to attack every element of what we do."