Ford Motor Co. launches a new interactive website designed to highlight the auto maker’s various technological innovations.

The new site complements the auto maker’s “Driving American Innovation” marketing campaign launched last fall, Ford says.

Upon entering the site, Executive Chairman Bill Ford welcomes visitors.

Drop-down navigation allows users to explore various Ford advancements in fuel technologies, safety and design.

The site features mixed media ranging from video interviews with Ford designers to video games. Ford’s diesel-electric Reflex concept car is highlighted on the site, perhaps providing a clue to a potential production version of the sporty hatchback concept.

The new website is designed to lure visitors and immerse them in colorful, interactive features that will increase the length of their stay, Ford says.

“More than 3 million web users log on to our website every month,” says a Ford spokesman. “We believe the innovation link will draw even more web surfers, who will spend more time learning about our technological, design and safety innovations.”

Ford says a broad Internet advertising campaign will promote the site.