Ford yesterday revealed three new models in an effort to halt four years of decline and retain its position as the world's second-largest carmaker against competition from Toyota.
The top three American carmakers, General Motors, DaimlerChrysler and Ford, aim to use the Detroit car show, which opens next Saturday, as the springboard for regaining US market share for the first time in a decade after the inroads made by Japanese, Korean and other Asian rivals.
The big three had just 45% of the new-car market last year compared with two-thirds in 1993. 20 years ago the trio controlled nearly 75%.
They are now counting on their new models combined with continuing discounts, helped by the recovering US economy, to push sales.