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Ford Motor Company makes a huge decision to exit the sedan business by discontinuing the Ford Focus and Fusion sedan car lines. The decision was made under CEO Hackett, and CFO Shanks, and means that Ford will have no fuel efficient car lines to offer to customers. During the recovery after 2008 and the bankruptcy of Chrysler and GM fuel efficient cars were one way the auto industry in Detroit was able to come back. Ford still depended heavily on the F series truck for profits as the market improved. With the current  popularity of SUV's the U.S. automakers are once again shifting to SUV's which does not protect the American automakers in competition with Japanese automakers if the demand partly shifts back again to sedans. Toyota has retained the Corolla and Camry and continues to upgrade its sedan models offering a broader product line better able to handle shifts in consumer demand that have in the past created problems for Ford and Chrysler. Chrysler has shifted away from sedans since 2016. Mr. Hackett is a former CEO of Michigan based office furniture maker Steelcase, and it is not clear if the lessons learned over the last decade at Ford Motor in competition with the Japanese resonate under a CEO with a different background such as that of its current CEO. ...

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Ford's new 2013 Fusion model was radically redesigned to compete with the redesigned midsize Camry, and expected redesigns of the Honda Accord, Nissan Altima, the VW Passat and the Chevy Malibu. Ford hopes to gain market share with the Fusion after making only a small gain in market share of one tenth of a point in 2011, compared to half a percentage point for GM and 1.3 percentage points for Chrysler. VW Passat sales doubled in the last quarter of 2011 compared to all of 2010, showing increased competition in this segment. The new Fusion was designed at Ford's design center in Cologne, Germany, where the Focus was designed. Ford is shifting responsibility for car design to Europe and keeping pickup truck and SUV design in the U.S.

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Ford announced on April 19, 2012, that it will build a $760 million plant in Hangzhou, China. This follows an announcement for $600 million expansion of a plant in Chongqing. Ford forecasts the Chinese market will grow at 5% annual rate for the next 10 years. It is planning to take sales away from other manufacturers by offering an expanded product lineup. Ford was slow to enter the Chinese market and has only 2% market share in China. The expansions will give Ford an annual capacity of 1.2 million cars in 2015, up from 450,000 in 2011. Ford's Chongqing operations are located far inland and a long distance from the west coast of China, which will make it more difficult to export if it turns out that there is too much car capacity in China.

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Serious issues raised about Ford management, strategy, new product, and a potential credit default. Is management upto the task? Ford employees say CEO Bill Ford also less visible around the automaker. They say that he is no longer at the employee cafeteria where he used to go frequently. What does one make of this and the soft marketing stuff coming out of Ford, when deep and big changes are needed. Goldman Sach's auto analyst Robert Barry say Ford's transformation is especially difficult because Ford has underinvested in cars for years and it is trying to make up lost ground. Couple of things are hitting Ford in particular- 1. Are sales in a free fall? Ford Explorer- down 30% from last year, even the Mustang down 8.5% 2. Cars sell at a steep discount -consider Focus $3060 less than average compact according to JD Power, Freestar minivan $3000 less than the Honda Odyssey, Ford Fusion $3100 less than average vehicle in that segment. The Fusion $20,150, Accord 22,200, Impala 22,100 3. While GM is weaning itself off of fleet rentals to build image, Ford is too weak to do this, fleet sales in April 30-40% of total !!! 4. Ford Credit earnings drop with the rest of the business. 5. On the probabilities of Ford credit default or bankruptcy- a chart made by J.P. Morgan in April 2006 shows the credit markets see a default more likely at Ford than at GM in two, three or five years than at GM. The probability of default in three years is 34% at GM compared to 43% at Ford. ...

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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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To ensure a recovery in profits in 2010-2011, Ford's strategy was to sell the Focus and Fiesta small cars at a higher price point even if this meant lower sales. Profit margins for the North American region were above 10%, and Ford's president of the Americas, Mark Fields, says this will be maintained for 2012. In the first 3 quarters of 2011, Ford's profits were $6.6 billion. Analysts for Edmunds.com say Ford has shied away from offering large discounts, subsidizing leases and other incentives, and tried to maintain higher margins. The average price for the Focus of $20,589 being higher than average prices of rivals except for the Jetta from VW, according to Edmunds. The average price of the Fiesta is higher than rivals except for the Honda Fit, according to this information. Focus sales increased by 2% in 2011 over 2010, even as compact car sales went up by 8.7%, according to Autodata. Sales of the Fiesta actually fell by 30% in December 2011 compared to the prior year. The result of this strategy is that inventories of small cars are up significantly for Ford. By 2011 years end Ford had on dealer lots inventory of Focus cars at 92 days current sales, and Fiesta cars at 126 days. Normal inventory is considered less than 60 days supply. By comparison GM had a 68 day supply for the Cruze, and a 61 day supply for the Chevy Sonic. The challenge for Ford is to hold on to its pricing strategy, which means reducing production to work off the extra inventory....

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U.S. auto sales increased by 7.5% in October 2011. Chrysler sales were up 27% in October. Its Jeep vehicles had the best sales performance in 5 years. Jeep sales were up 25% and Ram pickup sales were up 21%. Ford Motor Company sales were up 6.2%, and GM sales were up 1.7%. Sales of Ford's F- series pickup trucks were up 7% and sales of Escape sport utility vehicles were up 30%. Lincoln sales declined 11%. For GM the Cruze small car and the Equinox crossover sales were up, while Buick sales were down 7% and Cadillac 12%. Because of limited vehicle supplies Honda and Toyota showed decline in sales by 1% and 7.9% respectively. The annualized seasonally adjusted selling rate in October was 13.26 million vehicles. Reasons given for the pickup in auto sales by analysts are that buyers had held off buying in 2009 and 2010 and are now back in the market as their vehicles show signs of aging. Hyundai sales were up 23%, VW's up 39.6% and Mercedes-Benz's sales up 28%.

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Ford has still not redesigned the Focus for the American market- just spruced it up to buy time for a complete rehaul ogf its small car lineup. Note that its Focus sales have fallen by 6% in November over the prior year, and that it has slipped behind Toyota and Daimler Chrysler in overall sales.

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New models introduced by Chrysler, Ford and GM, and the revitalization of the U.S. auto industry in 2011-2013.

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The new Ford Focus being unveiled at the Detroit Auto Show in 2009, is a new kind of car for Ford. This is a new kind of effort, a new discipline that Ford CEO Mullaly has advocated from the beginning. Making one car for all markets worldwide. Early on Mullaly told Ford's chairman Bill Ford that Boeing did not have a 737 for Europe and a 737 for the US and a 737 for Asia, why was Ford building a Focus for Europe and a Focus for the USA. In fact before Mullaly the Focus for the USA was a stripped down version of the European Focus and did not make much of an impression. The new Focus will have 80% common parts and 75% of parts from the same suppliers worldwide, so that a Focus made in Germany and the USA will share the same parts as a Focus made in Russia and a Focus made in China. And all of these plants will go into production at about the same time with the new Focus. To accomplish this transformation of Ford for "One Ford" worldwide, which is also on every business card carried by Ford managers, Mullaly appointed Derrick Kuzak as head of global manufacturing. See link for Derrick Kuzak. And the strategy was announced in mid-2008 with the start of retooling of truck factories in Mexico, Kentucky and Michigan, to make small cars designed in Europe for global markets. The task of coming up with one design for a global car was given to Martin Smith, a British designer based in Cologne, Germany. Smith says tastes are converging worldwide with the internet use, and customers are more unified than one would think, and whats emerging is a new kind of global cool if one looks for it. This is what happened when Focus protypes were shown to consumer panels in Europe, the USA and Asia, with a good impression created in all 3 markets. Aligning the US and European tastes was easier, China was a bit harder and the yellow leather interior popular in Shanghai had to be crossed out. Another challenge that had to be met in adisciplined manner was the varying safety rules and emissions around the world. For example European designers liked to have the windshield further forward, and Ford's global small car chief had to tell his engineers to move it back to meet US crumple zone standards. Similiar challenges had to be met in purchasing by global purchasing chief, Tony Brown, with a massive coordination effort needed to be done globally. And plastic trim from Michigan has to fit perfectly with sheet metal stamped in Michigan, and Ford used a virtual manufacturing system that allows the car to be built in cyberspace, and the bugs taken out at that early virtual build stage. The entire change is part of a metamorphosis at Ford, a change of culture and mastering a new discipline in coordinated effort worldwide for "One Ford." One year ago the Wayne Truck plant here in Detroit made the Navigator and the Expedition large vehicles.. With a $550 million investment this plant will make the Ford Focus a year from now. ...