Fields, who was originally chief operating officer at the carmaker before taking over from Alan Mulally, said that Ford was being realistic and the sales numbers didn't show the whole picture for the company, adding that there are some products at Ford that showed promising sales growth.
"We have a number of years of growing our revenues, growing our profitability. It's still going to be a strong year in 2014 and in 2015 we expect to continue to grow our revenues, our profitability and our market share with all the great products that we're introducing," he said.
Ford launched an update to its F-Series truck at the event but Fields was quick to point out that it was hoping to grow its luxury segment despite offloading Aston Martin and Land Rover at the end of the last decade.
The company is now squarely focused on its Lincoln products while rival Jaguar Land Rover has thrown its hat in the ring with a new 2015 Jaguar XE model. Ralf Speth, CEO of Jaguar Land Rover, said he was "convinced" the punt on the luxury car would work after the company invested $2 billion to introduce advanced manufacturing techniques and new jobs at its U.K. facility.
It now looks like Sweden's Volvo is also opting to jump on that bandwagon with a more "premium" set of products. Hakan Samuelsson, CEO of Volvo, unveiled a high-end XC90 SUV at the show and called it a "step forward" for the company.