"My Goal Is To Fight Toyota..."

The CEO aims to boost investor confidence, save the environment and tackle Toyota

Bill Ford is so committed to the environment that his office is decorated with biodegradable curtains and carpets. He sits at his uncle Edsel's old desk, near a photo of himself breaking boards to earn a black belt in Taekwondo. His favorite car: Mustang. He recently spoke with TIME's Dorinda Elliott and Joseph Szczesny. Excerpts:

WHAT IS YOUR BIGGEST CHALLENGE? To restore a sense of confidence, externally and internally, in the company.

HOW DO YOU CHANGE YOUR CORPORATE CULTURE? Interestingly, this doesn't require a tremendous amount of change to our culture. Innovation is going to be the driving force of this...

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