LyrArc Article Gist
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. ...

LyrArc Article Gist
Advertising revenues increased for Google, Facebook and Amazon in 2020 as these three companies took over 50% of total ad revenues in 2020. Large companies shifted more ad spending from television and print media to digital in the pandemic after finding the return on ad spending was increasing on digital. Smaller companies including the jump in startup companies increasing from 300,000 a month over the decade to 500,000 by July 2020, put all their ad dollars into digital. The result is that the pandemic has given the 3 digital companies a dominant role in the advertising economy. More time spent in front of computer screens, more ec-commerce, new business formation, and tech companies ability to steadily increase return on ad investment, has produced strong revenue generation. The pandemic had the effect of increasing retail purchases online from 10% to 16% in the second quarter of 2020. Biscuit maker Mondelez found that return on ad spending was 25% higher on digital compared to television and now spends about half of its $1.1 billion ad budget on digital. Trendy garment makers are seeing returns on ad spending that are high with quadrupling of sales following a doubling of ad budget for active apparel maker Vuori of California. Small advertisers such as Vuori are the reason digital ad spending has remained strong for Google, Facebook and Amazon. For furniture maker Steelcase in Michigan the return on ad spending on digital using Amazon made up for the lack of sales from its brick stores. It increased online staff from 2 to 25 and was able to bring in $30 in sales dollars from $1 in digital ad spending. ...

LyrArc Article Gist
With the decline of about 40% in Ford Motor's share price under Mark Fields, a new CEO Jim Hackett takes over in 2017. He has a history of implementing turnaround strategies, and headed the Mobility unit at Ford. His turnaround stories were at the University of Michigan football program and at furniture maker Steelcase. Hackett spent 17 years at Steelcase and admired Jo Schembechler, football coach at the University of Michigan. Quotes from the coach were used at Steelcase, and Hackett was hired to get the University of Michigan's football program back on track. His main trait is persistence and perseverance from his football days, when he was too small and too slow for the position in the team, but labored on making others work harder. He landed Jim Harbaugh by calling him every week, which made him popular with Michigan team fans and with the chairman of Ford Motor, Bill Ford. He was seen as having originality by Silicon Valley companies, which impressed Bill Ford. Hackett, 62 years, has to tackle the job of running a large company, something he has not done before. Facing the challenge of driverless cars Ford is turning to an outsider from a different industry, but unlike Alan Mulally of Boeing in an earlier turnaround, Hackett comes from a small company. ...