The problem is that if he doesn’t continue to do that, he will be fired. That is literally the CEOs only responsibility, to the shareholders
Bill Ford not going to be fired, or even reprimanded. He’s literally a Ford of the founding Fords, “the great grandson of company founder Henry Ford,” with an ownership stake: it’s the family business.
This is ALL about profit, even for him. All carrot, no stick for him personally.