Like it or not, the industry is invariably changing. Although Ford leads the world in selling comparatively large vehicles (i.e., pickup trucks), it is not overlooking the opportunities that are presented by something a whole lot smaller. The challenge of TH!NK is less one of design engineer/manufacture and more one of habit/opinion/baggage. Sure, there are demands that are being faced by the team of this not-well-known enterprise within the Ford Motor Company organization (no offense to the country, but this is an auto manufacturing operation that was established in Norway, so its comparative lack of visibility is understandable)