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Small Cars Test Ford Resolve
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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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Revitalized Detroit Makes Bold Bets on New Models
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New Car Prices Rising Along With Sales
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Ford Buyer Preferences
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Grouped Articles
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Wall Street Journal 07/25/2013
Ford's No. 2 Steps Into the Limelight
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Mulally Tries to Raise Ford's Sticker Price
Wall Street Journal 01/28/2014
Ford's debt position
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Wall Street Journal 02/28/2011
Wall Street Journal 04/13/2011
New York Times 04/26/2011
The Design group at Ford Motor Company.
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The designers at Ford Motor Company.
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Detroit Free Press 01/07/2007
BusinessWeek 11/15/2007
Designing Cars for Low-Carbon Chic
New York Times 07/09/2008
Ford's shift to small car production throughout its manufacturing operation.
08/11/2007
Ford has made the decision to shift to small car production and is following the action plan including rettoling one plant after another.
Grouped Articles
It's Not a Car, It's a Ford 'Ka'
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Ford Introduces One Small Car for a World of Markets
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Ford Looks to Go Smaller Faster
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Ford Looks to Maintain F-150's Vitality
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Ford, GM (General Motors) and Chrysler's new focus on margins and profitability in 2011-2015
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The new focus on margins and profitability at U.S. automobile manufacturers after the recession of 2008. The new effort to reduce discounting of prices and controlling inventories in 2011-2012. This is preserving profits even as sales have settled down to lower levels compared to the pre-2008 period.
Grouped Articles
GM's New Chief to Accelerate Profit Push
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GM, Ford, Flourish Out of the Limelight
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Auto Makers' New Math Drives Net
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Ford's effort to improve profit margins in 2010-2013
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Linked Articles
Mark Fields Is Fordâs Mr. Inside, and Its Heir Apparent
New York Times 02/18/2012
Wall Street Journal 01/11/2012
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