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Ford Motor Company's $5.9 billion loss in fourth quarter 2008, and its decision to draw down its $10.6 billion credit line. Ford has $24 billion in cash and carries a debt of $25.8 billion. Job cuts have already reduced employees from 122,000 in 2006 to 75000 at the end of 2008, about a 39% decrease. Analysts say a lot depends on how 2009 turns out. If as expected there is a continued sharp downturn from here and things don't get much better even with the stimulus spending during the second half of 2009, then losses in the magnitude of the $5.9 billion loss for 4th quarter 2008 may happen. In that case Ford may have to look for government assistance.

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Mark Fields and the efforts to improve margins at Ford Motor Company. Ford's global operating margins at 6% lagged behind the 9% margins at VW and Hyundai in 2011. Ford is sixth among all automakers in profits earned on each vehicle sold..The difficulties in Europe, and fears of a slowdown in the American market create new pressures at Ford.

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Justin Lahart points out that concealed in the good profit performance of Ford Motor for the third quarter 2012 is a cause for concern. Ford market share of light vehicle sales in the U.S. market declined to 15.3% in the first 9 months of 2012 from 16.6% in 2011, according to WardsAuto. Ford's quality in the Consumer Reports' annual reliability survey shows Ford ranking 27th of 28 brands.

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Ford gains market share in California, as Toyota and Honda's share of the market declines. Ford's market share is up 2 percentage points on the east and west coasts compared to 5 years ago, according to R.L. Polk data. The Ford Fusion sales for the first half of 2013 are up 18% over the prior year and exceed 300,000. Growth in the coastal U.S. markets comes from the 2013 Fusion, the C-Max, hybrids, and the redesigned Escape. Cars and crossovers are especially important in coastal markets. In the past Ford depended mostly on SUV sales in the midwestern markets with imports dominant in coastal markets. This is now changing with models like the Fusion and hyrids introduced by Ford. With it the image of Ford is also changing, as buyers in California are among the most affluent and culturally influential in setting trends.

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Oil prices are up and staying there longer in December 2011. The 12 month rolling average for oil prices for Brent crude oil is at $109, compared to $106 a barrel in September 2008, according to consultants JBC Energy. The situation is worse for eurozone countries because of the declining value of the euro estimated at between $1.16-$1.30 in 2012 depending on how the eurozone crisis is handled. The 12 month rolling average was 70 euros when Brent crude prices were at their high in 2008, compared to 78 euros today. France and Italy are seeing their current account surplus disappear with reduced exports and higher import bill for oil.

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Automakers had U.S. sales of 1.2 million cars and light trucks in December, 2011, an increase of 8.7% over Dec. 2010, acccording to Autodata Corp. Total light vehicle sales for 2011 were 12.8 millon, an increase of 10.3% over 2010. Chrysler showed a 37% increase in Dec. 2011 over Dec. 2010, Ford 10%, and GM 4.6%. For 2011 Chrysler showed the biggest increase in sales over 2010 of 26%, followed by Ford at 11% and GM at 13%. Toyota's sales declined in 2011 by 6.7% to 1.64 million. Honda's sales for 2011 declined by 7.1% to 1.15 million. American manufacturers introduced new models in the small and midsize segments to take market share from the Japanese. Ford plans a new version of the Fusion and Chrysler will introduce the Dart in the small car segment. GM and Ford are forecasting auto sales above 13.5 million for 2012 in the U.S. market.

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As the U.S. population ages and grows at a slower pace the demand for automobiles is likely to peak in 2013-2014, and moderate in subsequent years. Automakers need to be vigilant about adding manufacturing capacity to avoid the problems faced in the last decade when sales and profits declined.

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Toyota showed a net profit of 290 billion yen or $3.71 billion for its fiscal first quarter. With its sharp rebound Toyota keeps it forecast of net profit of 760 billion yen, operating profit of 1 trillion yen, and sales of 22 trillion yen for the fiscal year through March 2013. Toyota set its annual production for the calendar year at 9.76 million vehicles, an increase of 23% over the prior year. By comparison General Motors showed second quarter profit of $1.85 billion, a decline of 38% from the prior year quarter, and Ford at 1.04 billion, a decline of 57%, with both companies showing losses in Europe. Toyota has smaller European sales as part of total sales. In the U.S. market Toyota expects market share to reach 14%, an increase of 1.1% from 2011, according to Takahiko Ijichi, senior managing officer.

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Incentives for automobile sales are increasing back up to about $3000 a year from $2000, as auto sales reach a level of 16.3 million annual sales in month of October 2014, according to KBB analysts.

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Are bubble type incentives inflating the size of the U.S. auto market in 2012-2013 as happened in the past decade. This could hurt future sales. Japanese automakers have sharply increased incentives to make a come back after the tsunami and earhtquake restricted supplies. U.S. automakers are reluctant to go further down the incentives route that hurt them in the past decade. The result is higher inventories for Detroit automakers, another undesirable result. General Motors had 5 months of Malibu supply at dealers in Nov. 2012 at the current sales rate, Ford 4 months of Fiesta subcompact inventory and 73 days of total inventory overall, Chrysler 6 months of 2013 Dodge Dart inventory. GM has 3 months of Chevy Cruze inventory, and 138 days of Chevy Silverado pickup truck inventory. GM decided to idle one of two plants making the Cruze. In contrast Toyota has 2 months inventory for the Camry and Corolla. The largest incentives in the U.S. market are from Nissan, a 55% jump to average $4,273 in Nov. 2012 from $2,764 in Jan 2012. Honda increased incentives to average $2,428 from $1,978 in Feb. 2012, a 23% increase. Toyota up to average $2,075 in Nov 2012 from $1717 in Jan. 2012, a 21% increase, according to TrueCar.com, with zero percent interest rates not counted in these numbers. Ford offers $2895 off its 2013 Focus sedan, which has 2 months inventory. General Motors offers between $2900 and $3500 in average incentives , according to TrueCar.com....

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Manufacturing in the US is adding jobs for the first time since 1997, according to government data. Job growth in 2010 was 1.2%, or 136,000 jobs. IHS Global Insight expects total manufacturing jobs in the US to increase in 2011 to 12 million. Manufacturing will be a modest contributor to job growth according to economists. Economists projections show a gain of 2.5% or 330,000 manufacturing jobs in 2011. Moody's Analytics estimates job growth of 2% a year through 2015. Government incentives, need to replace aging equipment and rehiring in the automobile industry will help manufacturing. At the same time manufacturers are cautious about hiring and increases in automation reduce the need for workers compared to earlier periods. Overall the loss of about 6 million manufacturing jobs since 1997 will not be made up. Yet the improvement is a positive sign as the US faces high unemployment and companies make investment in new factories overseas to meet growth in emerging markets.

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Gasoline pries hit $5.00 a gallon in California in October 2012.

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Ford plans to reduce the weight of its F-150 pickup truck by about 700 pounds, a 15% reduction in weight, by switching parts of the body from steel to aluminium. The new F-150 pickup truck is designed to be introduced in 2014 and capable of meeting new fuel efficiency standards through 2020. This would enable a 25% increase in fuel efficiency and help meet the Obama administration fuel efficiency standards of 2011, which require the U.S. vehicle fleet to average 54.5 miles per gallon by 2025.

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Slowing car sales are expected for Detroit auto manufacturers as Japanese sales recover after the tsunami and earthquake. A major reason for higher sales was pentup demand. Sales reached an annualized 14 million level for 2012. Research firm Polk says the average time a new car was owned went up to 71.4 months, and used cars 49.9 months, in Feb 2012. This is 23% above the level of the third quarter of 2008.

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Toyota makes a sharp rebound after the recall and the tsunami in Japan. Still Takahiko Ijichi, senior managing officer, strikes a note of caution. He says "the latest numbers are not necessarily reflective of our true strength." Toyota has to contend with the slowdown in China, the problems in Europe, and the strong yen in coming months.

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The turnaround at Ford Motor Company described in Detroit News reporter Bryce Hoffman's book "American Icon: Alan Mulally and the Fight to Save Ford Motor Company."