Between 1903 and 1908, Ford produced the Models A, B, C, F, K, N, R, and S. Hundreds or a few thousand of most of these were sold per year. In 1908, Ford introduced the mass-produced Model T, which totalled millions sold over nearly 20 years. In 1927, Ford replaced the T with the Model A, the first car with safety glass in the windshield. Ford launched the first low-priced car with a V8 engine in 1932.[citation needed] To compete with General Motors' mid-priced Pontiac, Oldsmobile, and Buick, Ford created the Mercury in 1939 as a higher-priced companion car to Ford. Henry Ford purchased the Lincoln Motor Company in 1922, to compete with such brands as Cadillac and Packard for the luxury segment of the automobile market.

In 1929, Ford was contracted by the government of the Soviet Union to set up the Gorky Automobile Plant in Russia initially producing Ford Model A and AAs thereby playing an important role in the industrialization of that country. During World War II, the United States Department of War picked Ford to mass-produce the Consolidated B-24 Liberator bomber at its Willow Run assembly plant. Ford Werke and Ford SAF (Ford's subsidiaries in Germany and France, respectively) produced military vehicles and other equipment for Nazi Germany's war effort. Some of Ford's operations in Germany at the time were run using forced labour.

The creation of a scientific laboratory in Dearborn, Michigan, in 1951, doing unfettered basic research, led to Ford's involvement in superconductivity research. In 1964, Ford Research Labs made a key breakthrough with the invention of a superconducting quantum interference device or SQUID. Ford offered the Lifeguard safety package from 1956, which included such innovations as a standard deep-dish steering wheel, optional front, and, for the first time in a car, rear seatbelts, and an optional padded dash. Ford introduced child-proof door locks into its products in 1957, and, in the same year, offered the first retractable hardtop on a mass-produced six-seater car.

In late 1955, Ford established the Continental division as a separate luxury car division. This division was responsible for the manufacture and sale of the famous Continental Mark II. At the same time, the Edsel division was created to design and market that car starting with the 1958 model year. Due to limited sales of the Continental and the Edsel disaster, Ford merged Mercury, Edsel, and Lincoln into "M-E-L," which reverted to "Lincoln-Mercury" after Edsel's November 1959 demise. The Ford Mustang was introduced on April 17, 1964, during the 1964 New York World's Fair (where Ford had a pavilion made by The Walt Disney Company). In 1965, Ford introduced the seat belt reminder light.[citation needed]

With the 1980s, Ford introduced several highly successful vehicles around the world. During the 1980s, Ford began using the advertising slogan, "Have you driven a Ford, lately?" to introduce new customers to their brand and make their vehicles appear more modern. In 1990 and 1994, respectively, Ford also acquired Jaguar Cars and Aston Martin. During the mid-to-late 1990s, Ford continued to sell large numbers of vehicles, in a booming American economy with a soaring stock market and low fuel prices.[citation needed] With the dawn of the new century, legacy health care costs, higher fuel prices, and a faltering economy led to falling market shares, declining sales, and diminished profit margins. Most of the corporate profits came from financing consumer automobile loans through Ford Motor Credit Company.