Facing ailing marketshare, US car giant Ford has decided to steal a leaf from Apple's book, and will innovate its way back to success.

A report on Leftlane News, a car website, cites Ford's executive vice president and president of the Americas, Mark Fields. Speaking at the opening of a motor show in LA, Fields admitted 2005 to have been a tough year for US car makers, and blamed his company for "losing touch" with consumers.

He companred Ford's position with that formerly held by Apple or Motorola: "Guess what?" he said, "Apple and Motorola had been written off less than a decade ago, just like the American auto industry. The headlines were grim.

"But Apple and Motorola went on the offensive. They redefined themselves, they refocused on their brands, and they connected like never before with more customers. They did it with products like the iPod and the Razr phone – products that have excited customers with bold design and innovation," he stressed.