18 March 2002: Henry Ford’s great-grandson Billy plans to revive the company's fortunes the American way - by appearing in his own television advertising campaign.

He believes he can appeal directly to American motorists.

The advert will feature Billy talking about the history of his family company. It will include images of Henry Ford and his son, Henry Ford II, plus a look at early Ford vehicles such as the Model T.

Tycoons often decide to star in their own television advertising campaigns to put a "human face" on their companies in difficult times.

The Ford campaign comes after a bumpy year for the company, which saw its profits disappear and market share decline in the US. The company was also hit by a series of high-profile lawsuits and product recalls.

Problems at the company, led the abrupt departure of Jac Nasser as chief executive late last year, after months of simmering management tension. He was replaced by Billy Ford.

The planned advert will not be the first featuring a Ford executive. Two years ago, at the height of the Firestone tyre recall crisis, Mr Nasser, an Australian, appeared in a campaign. But critics said viewers did not know who Mr Nasser was and thought Mr Ford should have appeared instead because of his famous name.

©2002irishcar.com