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Ford to bring in small car from Europe

It may be too late for Ford (NYSE: F) to get back some of its market share in the U.S. It may have waited too long to offer a wide variety of small cars with good gas mileage.

But, the company refuses to give up the ghost, at least for now. According to The Wall Street Journal, Ford "is preparing plans to retool some U.S. plants to produce small passenger cars that the company has been making and selling mainly in Europe."

By using products that are already fully developed, Ford will cut its time to market with cars designed for an environment with high gas prices.

Making the plant changes necessary to manufacture the car will take over a year-and-a-half. Because the new product is not a hybrid, it does not help Ford offer direct competition to the best cars from Toyota (NYSE: TM).

Ford has a band-aide, but it will not work on a wound that is gushing blood.

Douglas A. McIntyre is an editor at 247wallst.com.

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Last updated: November 23, 2009: 04:32 PM

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