Ford of Canada President Barry Engle

Analysts are expecting a downturn in sales for Ford Canada in 2008, but it hasn't happened yet and the auto giant's new president aims to keep it that way.

In the face of great challenges from strong international competition, a high Canadian dollar and a weak U.S. economy, Ford of Canada President Barry Engle used his first Oakville public appearance, since taking over from Bill Osborne Feb. 1, to liken Ford's situation to the flight of a chicken.

"Those of you who have seen a chicken fly will understand this analogy and it's probably a pretty good way to describe how we feel about the industry right now," said Engle during the Mayor's Business Breakfast Thursday.

"It's too early to know if sales are going to continue on their upward flight and reach new heights, or if sales are going to follow the flight of the chicken where it runs, flies and picks up speed for a little while, but then falls to the ground."

Before the crowd of around 200 people, Engle noted that success in the coming months will be determined by Ford's product line and, in particular, by the ability of the company to give the consumer what they want.

Engle said this includes vehicles that are safer, more fuel efficient and more environmentally friendly.

"Right now, in the marketplace, people are really concerned about environmental issues, as are we. One of the exciting developments we've had in the environmental department is something we call Eco Boost," said Engle.

"This is a new technology that combines the benefits of gas-turbo technology with the right injections to deliver up to 20 per cent better fuel economy, and up to 15 per cent fewer CO2 emissions. We're able to do this while at the same time improving the performance of the vehicle."

Another important feature of Eco Boost is that it is cheaper than hybrid technology and can be placed in a variety of vehicles, which means more Canadians will have access to it.

"Canadian buyers are very practical. They want to buy the vehicles that fit their lives and their needs and we're able to put this technology in pick-up trucks, SUVs, luxury sedans, whatever it is that they want," said Engle.

Besides offering this technology in new cars, like their Lincoln MKS, Ford is also renewing its commitment to the production of crossover vehicles, which Engle described as the fastest growing segment of the automobile industry.

The crossover vehicle combines the space of an SUV with the handling and fuel efficiency of a car. Because of this, Engle said they are very popular with sales of crossovers contributing to a very good year for Ford in 2007.

"Here in Oakville we build the Ford Edge and the Lincoln MKS," said Engle.

"We are the industry leader in crossovers."

While green power is now an important component of Ford vehicles, Engle noted that the company's commitment to the planet does not stop there, but actually begins during the manufacturing process in the plant itself.

The Oakville plant is currently using some groundbreaking environmental technology that, if successful, will be adopted by other Ford plants.

"It's called Fumes to Fuel and what it does is it harnesses emissions from the plant's paint shop and it uses them to power a fuel cell, which generates electricity back in the plant," said Engle.

"The belief is that this system will reduce CO2 emissions by 88 per cent and will completely eliminate N2O (Nitrogen Oxide) emissions."

Engle noted the experimental stage of this project will be completed by the end of the year.