Ray Parrish said Ford Motor Company has listened well during the past few years and is already implementing changes to take back its crown as America’s top-selling car company.

“The American public and fuel prices drive what type of vehicle is going to be purchased and it will continue that way,” said Parrish, regional manager for Ford Lincoln Mercury Sales Operations in the Atlanta Region, last Tuesday. “We still have a lot of debt that we need to work on though… and I cannot underestimate that in Ford Motor Company.”

His remarks came during a speech at the Pell City Rotary Club, where he unveiled JD Power and Associate’s newest data released June 18 that ranks Ford No. 5 in the world’s quality manufacturers. The top four were Porsche, Acura, Mercedes and Lexus, in that order.

Parrish pointed out features such as better engine torque, while still maintaining high fuel efficiency.

He also touted Ford’s new collision warning braking system that uses radar and a audio alert system to alert drivers if they approach something at too high of a speed. The system pre-charges the brakes as it alerts the driver. “By the time you hear chimes, see lights and put your foot on the brake, you’ve saved valuable milliseconds,” he said of the system, which can be disabled if the driver chooses.

He said it is challenging for his company “because we’re going so fast and we’re outstripping the competition.” He said his company has made fuel efficiency and quality the new mantra since former Boeing vice president Alan Mulally came onboard four years ago.

Mulally put a teamwork ethic back into the company, and Parrish said things have gone well since.

Ford did not accept any federal bailout money like General Motors. Parrish talked briefly about their competition’s financial woes. “You don’t wish that on anybody,” he said. “That being said, our strategy has been heads down, pencil up and we’ll work as hard as we can.”

Working hard has paid off with engine performance, he said. Parrish told those gathered that Ford has produced engine models that will have the power of a V6, yet run off a four-cylinder motor.

He said his company has worked to get the assembly to sales floor time down and said consolidating platform models has helped to do that.

Parrish said drivers will soon see new Ford innovations such as no-knob or dial dashes and voice activated controls, which are already in some models. He said the MyFord Touch innovation alongside the synching of cell phones and other devices will allow drivers to keep their eyes on the road and control “the majority” of a Ford vehicle with two buttons on the steering wheel.

Ford is also committing to local schools. On August 14, the Drive One for Your School campaign will visit Pell City High School. For every vehicle that gets driven, Ford will donate $20 to PCHS, with a maximum of $6,000 to be donated.

Pell City School Board Superintendant Bobby Hathcock said he encourages everyone to come out and drive to help the school.

Asked about the company no longer making its Mercury brand, Parrish said Ford is trying to “laser focus” its attention to its other brands.