"It's not for others to disrupt us, it's for us to disrupt ourselves."
So said Ford CEO Mark Fields at the Detroit motor show, on the day his company made a whole host of technology announcements that will see Ford "go from an auto company to an auto and mobility company".
'Mobility' is the word that kept coming up, with Fields and chairman Bill Ford both talking about improving mobility to improve lives. But when you think about it, 'mobility' is a tough word to define and can come across as jargon. I had to look up what it meant...
I think in the context Ford uses it, mobility refers to anything to do with cars and getting around that's not the physical act of buying a car or driving it in a conventional way.
So it has launched a new programme called Ford Smart Mobility that's responsible for growing the mobility side of Ford's business. It will look at things such as connectivity, data and analytics, autonomous driving and customer experience. "It's a holistic way of looking at how we will grow in these areas, which are mainly technology ones," said Fields.
The particular juicy nugget in the announcements was a comparison with Apple. Ford wants to do to the car industry what Apple did to music with iTunes.