It amazes me that this ever growing list of failures has not resulted in a pause and reassessment of not only what the senior leadership advised but what the BoD has accepted. I know the family has a lot to do with the mess we are in. Forget the EV mess, that is a lost cause. The ICE showroom su-ks; these ~$60k ATP trucks are piled up with no incentives to move them, lot rotting while Alvin and the Chipmunks build a home in the air cleaner. At least in 08-09 we were a full line manufacturer and could accommodate the median’s budget. Now we just accommodate the upper quartiles. Not sure how we survive the next year with the household tightening on discretionary spending.
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Ford doesn’t want the average Joe as a customer, they aren’t profitable enough. Alas the 10% for whom money isn’t a determining factor when purchasing a vehicle have fickle wallets, trends change and vehicles pile up on lots.
Of course everyone with common sense knows this, and really the C-suite knows it also but say otherwise in pursuit of short term gains. The Board also knows better but again, chasing the short term easy money.