The company vowed to shorten its product-development cycle to create the industry's freshest showroom; add affordable non-sedan models to the lineup; run the region through individual vehicle lines to maximize margins; and launch a new advertising campaign that plays up the company's history.
Back at the Bellagio, they met with Ford executives in various conference rooms plastered with messages from the automaker's new "Built Ford Proud" ad campaign.
Dealers questioned whether Ford would abandon entry-level sedan buyers to rivals such as General Motors, Toyota and Honda.
And Jim Farley, president of global markets, vowed to offer several vehicles in the entry-level, $25,000-and-under price point.
Kumar Galhotra, president of North America, transformed Ford's 11th floor to create 13 "franchise rooms" for individual products.