With Its Back Against the Wall, Ford Motor Company (F) Responds

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The Escape is up 31% in the U.S. for the first four months compared with last year’s numbers, and it has a chance to break 300,000 in annual sales with the Fusion — a feat that, aside from the F-series, a Ford vehicle hasn’t accomplished in almost a decade. What’s even more exciting about these two vehicles is that their success isn’t limited to the U.S. — it’s translating overseas. That’s a feat that Ford vehicles have struggled to accomplish until now.

Speaking of the F-Series, that’s one vehicle Mays didn’t mention, but in reality it’s the biggest reason Ford Motor Company (NYSE:F) has remained a viable company. To see how dominant it is, consider that analysts estimate America’s No. 1 vehicle to bring in as much as 60% of Ford’s profits. Here’s a visual representation of its sales importance.


*2013 is projected on sales numbers through April.

Bottom line
In the AutoNews interview, Mays was exactly right: Ford manages to design vehicles just when it needs to turn things around, and 2006 was no different.

On second thought, I take that back — it was different. This time, Ford designed many vehicles that are reviving the company, not just one. Ford’s Fiesta and Focus are breaking ground globally, with the Focus challenging for the No. 1 spot in global nameplate sales. The Escape and Fusion are benefiting from consumers who want valuable, fuel-efficient, and flashy rides, while the F-Series remains Ford’s champion vehicle, hauling in massive profits consistently.

One thing is for sure: Ford has been revived again, and brighter days are ahead. Here’s to hoping we never see a similar situation to 2006-2008 again.

The article With Its Back Against the Wall, Ford Responds originally appeared on Fool.com and is written by Daniel Miller.

Fool contributor Daniel Miller owns shares of Ford. The Motley Fool recommends and owns shares of Ford.

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