DEARBORN, Mich. - Ford Motor Co.'s December sales are looking better than November's dismal numbers, at least through the first two weeks of the month, Executive Chairman Bill Ford Jr. said Tuesday.

Ford, speaking to reporters in Dearborn at an event to preview new models, said a lot will depend on the last week of the month, traditionally the biggest sales week in December because people are off work for the holidays.

"December for us is turning out relatively well," Ford said. "So far it doesn't look so bad."

We are trying to tell our story, but we also think it's very important that we don't appear to be turning our back on our industry," Executive Chairman Bill Ford Jr. said Tuesday. "The good news for us is we're starting to get some separation in the customers' minds and people see that we're trying to make it on our own. We're hearing comments in the showroom to that effect."

December is "starting off relatively well," Bill Ford said, noting that his company has already gained a point of market share over the past couple of months -- a significant accomplishment for a business that has seen its share steadily erode for more than a decade.

Analyst Erich Merkle of Crowe Horwath says Ford stands to gain even more market share.