Ford’s efforts to improve fuel economy and push into alternative fuels dominated Ford’s annual shareholder meeting on Thursday, according to Reuters.

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Shareholders were concerned about the impact of rising fuel prices on Ford’s profitability. High fuel prices are thought to be one of the major reasons that demand for pick-ups and large sport-utility vehicles has fallen recently.


In addition to working on ethanol, biofuels and hybrids, Bill Ford said that the company is also looking keenly at plug-in hybrid technology. Also known as electric hybrids, this technology has a larger battery which can be powered by mains electricity, as well as by an on-board generator, as is the case in current hybrids such as the Toyota Prius.


Bill Ford also said that the company is focusing on fast-growing markets in Asia and eastern Europe to boost sales and profits, according to Reuters. He said that Ford’s markets such as Turkey, Russia, India and China are critical and that Ford is “pursusing them aggressively”.


Bill Ford also confirmed that the company will go ahead with plans for a reality television show, and that he will continue to forgo any new remuneration until the automotive unit has made sustained profits.

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