Ford is the oldest U.S. automaker. But new technology and changing consumer preferences could put the century-old company in jeopardy.

These days, Ford Motor can't seem to please investors. Shares of the automaker are down around 25 percent this year, even though Ford remains a profitable company with an iconic brand and a solid footing in some of the fastest-growing automotive segments.

U.S. rivals General Motors and Fiat-Chrysler have managed emerge from bankruptcy to impress the industry and investors alike. But Ford, the company that to American ears is practically synonymous with the history of the automobile, is widely seen as being very much in the middle of a turnaround.

The company's third-quarter earnings surpassed expectations, even though they were down from the same quarter in 2017. As of Monday's premarket, shares have climbed 16 percent since the release of the latest earnings report on Oct. 24, but they are still trading below $10 a share, while GM's shares hover around $38 a share.

The automaker has shown strong performance in North America but continues to struggle internationally. Its South American business has not made money for years, and Ford said in late October that its businesses in China and Europe had "deteriorated." This contrasts with GM, which sold off its European business and is doing rather well in China.

To be sure, Ford is taking action to reverse its fortunes.

The company has separated its China business from its Asia-Pacific segment and hired an executive to run just that region. Ford's primary problem in China has been an inability to keep up with the rapidly changing consumer tastes of the Chinese market, said IHS analyst Stephanie Brinley. Ford recently released a new SUV just for the country called the Territory, and is planning to put out several more vehicles to refresh its lineup there.

It has also said it will undergo an $11 billion restructuring that will cut jobs from its salaried workforce of 70,000 employees.
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Ford's Fight To Remain An American Icon


    • Murry Dickso
      Murry Dickso

      The 96 Taurus is what killed Ford.

      about 17 hours ago
    • Murry Dickso
      Murry Dickso In reply to Murry Dickso

      Also people now look at the Focus negatively ever since the 2012 redesign with the PowerShift dual clutch.

      about 17 hours ago
    • AEon Fluxer
      AEon Fluxer

      Out of all my friends, my family and me. Ford has ALWAYS broke down the most.
      NOT RELIABLE. Even the Ford trucks at work always the worst problems. Ford sucks man. I will never buy a Ford truck or car ever.

      about 3 days ago
    • Ian

      Autonomous driving, electric vehicles, and hybrids. All things that I want to remain far far away from my cars.

      about 4 days ago
    • Carlover88 Z
      Carlover88 Z

      Ford is partnering with Rivian to make an electric F-150. Very smart.

      about 4 days ago
    • Pascual Solorzano
      Pascual Solorzano

      Ford will hurt again for stop making cars, when the market turns again to cars. To retool again it's going to be to costly to make a profit.
      I've have had good luck with Ford's but they could make them better.

      about 5 days ago
    • Christian Ø. Rasmussen
      Christian Ø. Rasmussen

      I buy European.

      about 7 days ago
    • A Alb
      A Alb

      Ford is still a good car company in Europe.

      about 10 days ago
    • runforit420

      Two words that have driven many people away from Ford, permanently: Ford PowerShift.

      My Focus was my first Ford product and my last one, forever. Why this car has had to have the guts of the transmission replaced five times is ridiculous.

      about 11 days ago
    • Aitor Bleda
      Aitor Bleda

      Brilliant, they mixed WWI and WWII, pretty sure they just edited the time between, cant be such a huge mistake right? Anyway, nice light doc, thx for making it and sharing.

      about 11 days ago
    • MURR DOG
      MURR DOG

      FORD = forgot OBVIOUS RESEARCH/ recall cronies..Detroit

      about 11 days ago
    • maniac attack
      maniac attack

      if technology is getting cheaper then why are cars so expensive????

      about 11 days ago
    • Juan Serrano
      Juan Serrano In reply to maniac attack

      CEOs like vacation homes and mistresses.

      about 10 days ago
    • CDXX

      I bought a Ford once, biggest financial mistake I've ever made.

      about 12 days ago

      No fight, Ford is Icon

      about 12 days ago
    • Rob L.
      Rob L.

      Sadly, Ford is following the playbook written by GM and FCA as far as treating customers like 💩 and building unreliable vehicles.
      They’re still the best of the worst, but with so many better choices, that’s not helping them.

      about 13 days ago
    • Brian Reardon
      Brian Reardon

      All I know is that.. as someone who loves to drive.. a love affair with the automobile since I was 17 ..the idea that all Americans want a car that drives itself..go f... k yourself google,Microsoft,and all the other technologies companies lol..thanks you!

      about 13 days ago
    • Trends Inspiration
      Trends Inspiration

      Ford is Dead ... get over it

      about 13 days ago
    • Lobster Johnson
      Lobster Johnson

      50k for a brand new truck? Come on! I remember when a truck costed $500. Henry Ford would be so ashamed of this new Ford.

      about 14 days ago
    • Kyler Myler
      Kyler Myler In reply to Lobster Johnson

      I mean the value of a dollar has changed since then ;-;

      about 12 days ago
    • Steve

      With Jim Hackett at the helm as CEO, Ford will no longer be an American icon when he's done with it.

      about 15 days ago
    • Dan Vetor
      Dan Vetor

      I'm getting tired of the cars and trucks all looking the same. Copy each other's designs too much. I don't want a cross over either. I want a truck that's a truck and a car that's a car. Can't get any simpler than that.

      about 15 days ago
    • lotto

      Toyota, Nissan, and Honda are more American than Ford and GM. A majority of their cars are made in the US while Ford and GM cars are made in Mexico.

      about 16 days ago
    • Steve
      Steve In reply to lotto

      Same goes for a Harley Davidson, there are by far more American parts in a Honda Made in the US than a so called all American Harley.

      about 15 days ago
    • Bruce Burns
      Bruce Burns

      Ford's greatest problem has been its carless attitude to quality and not building into their product a Japanese level of reliability , and when problems did appear because of their lack of quality control they then treated their own customers as the enemy who were expecting them to fix the problems under warranty , but recently there has been a turnaround because of a class action about the double clutch gearbox problem which they point blank denied there was a major flaw , lets hope they have learnt , but as wheels magazine in Australia said about them , they are a company that never learns .

      about 16 days ago
      I COME FROM SUN In reply to Bruce Burns

      ethnic and racial makeup of the workforce is the key ingredient on building a reliable product - you can't build a good car of half of your workers are uneducated ghetto blacks and other imbeciles. Germany and Japan will lead, maybe even China will join

      about 15 days ago
    • Stevie Jo
      Stevie Jo

      Gee..thanks Trump

      about 16 days ago
    • Stevie Jo
      Stevie Jo

      Gee..thanks Trump

      about 16 days ago
    • Anand Nair
      Anand Nair

      Is the interrupting music necessary?

      about 16 days ago
    • KG

      maybe if they improve their interiors and don't sell just trucks, they'd make more sales in the US instead of giving it all to the europeans.

      about 16 days ago
    • seki

      oil eating garbage

      about 16 days ago
    • Prada

      This video is stupid. I’ve seen an f150 almost every single day of my life for the last 3 years. Mustangs are ubiquitous and the expedition is very common. Heck even the discontinued Ford Focus and fusion are still common. They are doing VERY well, shoot they push the f150s so much that it’s HARD to find the new Ranger.

      about 17 days ago
    • Jackson Rodrick
      Jackson Rodrick

      The tire problem is Firestone's fault. They haven't done business together since.

      about 17 days ago
    • Greg Harris
      Greg Harris In reply to Jackson Rodrick

      the late William Clay Ford, owner of the Detroit Lions, was married to a Firestone.

      about 16 days ago
    • Cheddar Johnson
      Cheddar Johnson

      3:58 Says Ford is stopping production during WW2 but shows footage of a WW1 tank 🤦‍♀️

      about 17 days ago


      about 18 days ago