English | 92 pages | True PDF
There were whispers among analysts and the business papers throughout last year floating the prospect of Ford following great rival General Motors out of the European car market completely. However incredible that might seem, we can see why: Ford has made a dozen pre-tax losses in Europe in the past 20 years and it recently admitted that while it made money on vans, it lost cash on each car sold. No wonder investment bank Morgan Stanley predicted that, at this rate, Ford would be Europe’s least profitable car maker by 2021. We will soon hear of Ford’s huge global restructuring plan, which will include much focus on getting things right in Europe to help address this.