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Ford Motor Pares Outlook
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Ford accepts the reality of current market conditions, the circumstances of the American consumer, and future economic uncertainty, and North American sales volume for automobiles dropping to 14-15 million, as Mulally says Ford will only breakeven in 2009. Earlier Ford had hoped to become profitable by 2009 but at the time automakers had not accepted what was increasingly taking shape as a very difficult few years for the economy and for automakers. As prices of steel and other inputs go up Ford has to increase the emphasis on economy in its spending throughout the company and keep costs down.
How all carmakers and Detroit automakers in particular missed what was happening in the economy and the market with dire results.
05/20/2008
Even as late as May 22, 2008 Ford pared its outlook to 14-15 million cars as reported by Jeff Bennett in the WSJ. That puts the situation in October 2008, with a 30-40% drop in sales year over year only 5 months away.
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