you are correct ford is making big changes and they will bring a lot of profit; however, they forget that it would be good to make money while changes are being made into the future, the removal of the taurus car at a time when ford could use sales makes no sense. ford bought and paid for this car and i was them i would have sold this car until their next generation cars were ready, not forgetting that that the taurus where already slated with all alcohol engines which would make it a seller for another decade. i dont think an automotive engineer should be heading an automotive company. lets get back on track and keep americans thinking buy america. remember american workers make great customers.

A decade ago Ford had GM on the ropes and failed to go in for the kill. Instead Toyota saw an oportunity and went after both of them. Ford never saw it coming. GM did and moved to solve their problems. In the market place it was quality. In the 1980s GM would tell a customer complaining about a shoddy car, that it was "Commercially acceptable." No longer. Ford will recover when and only when they deliver a quality car. It may be too much to expect Mercedes quality at a Ford price point, BUT they damn well better deliver Toyota quality at a Toyota price. Or it will be R.I.P. Ford. I look for Mercury and Jaguar to follow Plymouth and Oldsmobile very soon.

Nice article Mr. Sattler, but quite frankly I am dismayed at your lack of understanding as to why Ford's stock price has declined over time. There is one reason, and only one reason, to explain stock price movements (excluding short term hype), and that is earnings. This is a proven investment principle.

Ford's earnings, or lack thereof, fully explains the stocks downward spiral. Further complicating this is the announcement by Ford that there will be no bottom line earnings until 2009. This is a projection only, and the market does not like the uncertainties of projections.

Thanks again for your article.

ford is one of the largest and moast well knowen and liked company in the world.there is no chance this successful company is going to loose its reputation. just remember all their great designs and innovations from the model T through to the mustang GT or even just the simple things like henry fords interest in soy beans which has led to a whole development team dedicated to soy innovations and products. there contribution to history is immence. all good things dont have to end,like the universe it can go on for ever.

I just bought a Honda, and was very upset that I couldn't spend my money on an American-made car because the American models did not match up in the latest Consumer Reports issue.

Americans need to buy American brands in order to keep our country strong, but the American companies need to stop slacking off and get with the program -- or we'll be left in the dust. If Ford's models could have matched up in the Consumer Reports, there is no doubt I would have chosen a Ford over a Honda. In any case,I am planning to purchase F shares because I believe the company is finally trying to revamp and get back on track. The question is: how long will it take?

A few years ago I was a Ford stock holder reinvesting my dividends In Ford stock. Then Ford got greedy and decided that reinvested dividends by stock holders was not enough. Ford put a price of $3.00 each quarter to reinvest dividends. I found it was costing me $3.00 to buy a portion of a share. A share they were buying on the open market for penneys a share. Ford does not care about their stock holders.

This article seems to have overlooked the boycott against Ford by about 650,000 Christians who signed the petition issued by the American Family Association. I would say that the number of co-workers and friends and family that got word of mouth from the petitioners could bump the total significantly. Ford reneged on a promise to stay neutral in the cultural wars in our country, and they are paying the price for their corporate arrogance.

I was employed at Boeing for 33 years, retiring as an Executive Manager. Mullaly was by far the best manager I ever worked for. I am convinced he will fix Ford and as soon as I sell another stock I am buying Ford. Like others who commented, I will buy a Ford in place of my Subaru when Mullay produces a quality car at a competitive price and warranty.

Thank God William Clay Jr, was booted out. This kid was born with a silver spoon in his mouth and never ever had to work or learn what it takes to be a leader. The Ford Family put him in power because they felt more secure having a Ford in control. I've been a Ford man for fifty years. I own 6000 shares of Ford but I'am very woried about my investments. I can not wait until 2009 to see this stock double. I believe in the new Ceo and I'm going to hang in for a while longer. Oh get a better advertisement agency. Ford your losing the add war, BIG TIME.
Roger From Motown

Thank You for the article and helping put faith into an American icon, and keeping the article simple for someone like me that has little understanding of how the market works. I do not own a Ford, I just want to say thanks for the refreshing view of one of the big three.