Investments have also been on an upswing. Bill Ford, Ford Motor Company's chief executive, in 2003 announced that the company would spend US$500 million (Bt19 billion) to upgrade its Thai  production facilities to support further expansion plans in the country.

The AAT plant currently produces the Ford Ranger one-tonne pickup, which it exports to more than 130 countries. In 2005, AAT hit a production record of 155,000 units and was named Thailand's largest vehicle exporter for completely built-up (CBU) vehicles in that year's first quarter.

The AAT plant has exported Bt167 billion worth of vehicles since its inception in 1996. The company purchases more than Bt30 billion worth of parts and components locally a year.

"We have succeeded in building a strong foundation for Ford Thailand in the last 10 years thanks to all who have worked hard in helping make the company what it is today. Ford Thailand is heading on a mission to 'make every day exciting' for everyone. This means new innovative products will be coming our way," said Tom Brewer,  president of Ford Thailand.

Ford's product offensive in Thailand consists of the first and only car capable of running on gasohol that is a mix of 20 per cent ethanol and the rest petrol: the Focus, which is available in both four-door and five-door versions. That mix is not yet available in Thailand however and the only gasohol sold has only 10 per cent ethanol.

Other products include the new Ranger pickup, Escape Sports Utility Vehicle (SUV) and the Territory SUV, which seats up to seven people. Brewer added the company would be launching new innovative and fuel-efficient products in the future.

Vijo Varghese

The Nation