The automobile industry in North America has gone through massive changes in the past few years.
It's a pothole and detour-riddled road that new Ford Canada president Dianne Craig is trying to steer her company through.
Craig, who's been in her post since November, made a stop at an Ottawa dealership Wednesday after meeting with MPs the night before.
She said Ford has had to adjust to a consumer that got pickier when the economy took a downturn.
"I think they're getting more and more discriminating and I think they're getting more and more educated on what's out there," she said at Donnelly Ford Lincoln in south Ottawa.
That adjustment includes trying to anticipate what people will look for in the future – price alone, fuel economy or even the type of engine.
"We haven't placed our bets on one particular strategy but we've placed our bets across consumer choice so that we can offer people what they want," Craig said. "As the market goes one way or another, we'll be able to go with the market."
Ford is entering Canada's electric vehicle market in 2012 with its new Focus BEV, or Battery Electric Vehicle.
As for Craig, she drives a Lincoln Navigator and said she loves it.
With a report from CTV Ottawa's Norman Fetterley
