Ford (NYSE: F) is the last of the "Big" Three standing on its own two feet. Chrysler and General Motors (OTC: GMGMQ) are on crutches supplied by the federal government. While they're both still upright, those crutches are mighty expensive (the government will own 60% of GM when it emerges from bankruptcy).
Speaking of bankruptcy, Chrysler is already on the other side and now a partner with Fiat. That was perhaps the fastest legal action ever seen. Usually bankruptcy takes between 18 months to two years before a new company emerges.
That wasn't the case with Chrysler, nor will it be for GM. It's not in the government's best interest to have a protracted GM bankruptcy. The sooner it emerges as the "new" GM, the faster it has the potential to make money. Whether it can is another question. But the usual drawn out legal proceedings (having to do with creditors and how much each one gets) will not be part of the GM deal. All creditors have agreed to their settlement amounts. Look for GM to be out of the court system within weeks, not months. When it emerges, will it be competitive? It's a whole new ballgame with the government looking over management's shoulders and being involved in major decisions as to what cars to build and what advertising to use, etc. Do you like the way the federal government is run now? Wait until they take control of GM and see how well that works.
So that leaves Ford, the blue oval. It still is printing red ink. But it doesn't have any government money. It's free and clear from government managerial interference. Of course, it still has regulatory issues, but those are different from day to day decisions as to what models to build and where to allocate funds. Ford is free to choose. Of course, if you look at its track record, that could be troubling. It's managed to lose market share year after year after year. Now there's an opportunity to regain some of that as its two normal rivals have been shaken to their very plants. And it has a new CEO: Alan Mulally who has been very right about raising capital when he could and selling certain assets that weren't profitable. He's making a positive difference.
But as we all know, the car business is not just about Chrysler and GM. There's also Toyota Motors (NYSE: TM) and Nissan (NASDAQ: NSANY) and Honda (NYSE: HMC) from Japan (though many of these cars and SUVs are now made in the U.S. ... the parent is headquartered in Japan and that's where the money ends up). South Korea has entered full force with Hyundai and its Genesis sedans and coupes, both big hits and big bargains. Then there's one more giant lurking offshore: the Chinese. They can't wait to get here and start selling their Geeleys and Cherys. The Beijing auto show was where several new models were introduced by global manufacturers, a first for many of them. The Chinese love their cars, and they're building lots of them. They're happy to build more for us.
Another element to consider: the auto suppliers have been decimated by Chrysler and GM's demise. They also make seats and radios and tires and many parts for Ford cars. And if some go out of business from lack of volume, then Ford will have to scurry to find replacements, never an easy task, especially if a company has supplied parts for many years. The learning curve for getting the shipments right and on time is long and frustrating.
Ford is still running its plants, looking to add capacity to help fill the vacuum that GM and Chrysler will leave, at least for a while. That has to mean more sales, at least in the short run, doesn't it? True enough for the sales part but not necessarily for Ford. Toyota and all the other manufacturers are going after the same customer. And the vacuum won't be too large because the models GM and Chrysler will eliminate are the ones not selling well. Their numbers have declined for many years. They weren't competitive so they had to go. The vacuum may not be as large as some would think.
One more element: car nuts, the people who buy new cars every year or every couple of years. They are emotional about their purchases, not rational. A car is not just a car to them. They are in love with their cars. With that emotional bonding, it's hard for a car manufacturer to get them to switch brands. In other words, if you've fallen in love with the new Camaro, you're not going to buy a Mustang. They're two completely different cars, at least in style. One appeals to some, but not the other. No amount of advertising will convince a buyer otherwise. How large is this group? Hard to put a number on them, but it is large.
Even in bankruptcy, GM and Chrysler are making cars and will continue to do so. Are their warranties worth anything? The government says they are, backing them up with its own guarantee. That should keep the Chevy and Jeep buyers coming to the showrooms, but it's a question every buyer is asking. Ford doesn't have that concern.
Furthermore, Ford is the most eco-friendly producer, making more hybrid models than any other manufacturer. If consumers want green cars, Ford has more choices. However, if gas stays below $3 a gallon, it's already been shown that hybrids are worth only a glance as customers head for the cars and trucks with powerful, gas swilling engines. People may voice their concern for the planet, their desire for electric cars, but their wallets are opening for cars and trucks that sound and drive like what they're used to.
Ford is definitely in better shape than GM and Chrysler. That's obvious. But whether it can capitalize on the current opportunity is another. All other non-government aided manufacturers are going after the same customer. And if hybrids really are what customers want, Ford will benefit. It seems hybrids are if gas prices are high. If gas goes up again, that will certainly help Ford.
The stock is trading around $6 a share, well above its low of $1.01 hit on June 2 of last year. That's up 500% in a year. Considering that analysts see a loss of $2.35 this year and 39 cents loss next year, the stock may well be ahead of the numbers. Its book value is negative $6.12 a share. Add those other two years of losses, if analysts are correct, and its book value goes to a negative $8.86. It takes a lot of faith in hybrids and market share growth to justify Ford at this time.
Ted Allrich is the founder of The Online Investor, founder of Allrich Investment Management, LLC, as well as the author of the book Comfort Zone Investing: Build Wealth And Sleep Well At Night. In this weekly column, he'll offer advice to investors who are just getting started.










Reader Comments (Page 1 of 1)
6-06-2009 @ 11:23AM
Lee Gibson said...
Your knee-jerk anti-government assumption that the Feds will screw up the car companies because hey! that's just what they do is really tiresome. As your post admits, they got Chrysler through the court system in record time and are likely to do the same for GM. Your free enterprise clowns had decades to run these companies. How well did that work out?"
6-06-2009 @ 5:06PM
rhudson said...
Ted, with regards to your Ford article. You are full of crapo ! Ford is on the way back. They will do very well in the next 2 to 3 yrs and well beyond. Lots of people will be saying "shoulda,woulda coulda" . Have a great day.
6-07-2009 @ 4:29AM
ij70 said...
Mr. Gibson, tiresome does not mean wrong.
6-07-2009 @ 3:37PM
Al Wunsch said...
Ford is now the only "American" car company built on American know how. (with the caveat that I don't know what is an "american car - based on parts, where built, where HQ? etc.) When the american auto industry started to improve their reliability in the 80's, GM did it with PR but Ford actually began to improve quality. They have quality cars and some vehicle in Europe that would sell well here also. However, it will be a rought road for a long while so long as the Obama administration stays on its current track. No energy policy, no drilling for gas/oil, high taxes and higher utility bills and retail prices all of which means the consumer will not have much money for buying new cars (assuming they have jobs).
6-08-2009 @ 6:39PM
John Mournian said...
The phrase." hineCse can't wait to sell cars in USA"__who needs them! We need to make and buy our own cars to help our own people. call it pretectionism, but what is China doing for us? What is anybody foreign doing for us? The nations that have car production facilities in USA have the right to sell here; they are a solid part of our country. NAFTA is a joke,
but too close for comfort. How can you say that a welder
making $2.80hr in Mexico is part of a "fair trade" deal for
competition in USA? Dump it and while you are at it, impose
restrictions on all big companies to "make your money at home", or in a really fair international competition.
6-07-2009 @ 7:12PM
KC said...
FORD IS AMERICAS TOKEN CAR COMPANY FOR THE JAPANESE CAR COMPANIES. AND ALL THE DUMB F**KING A**HOLES WHO BUY JAPANESE IMPORTS CARS IN THIS COUNTRY LIKE TOYOTA, WILL BE THE LOSERS.
6-08-2009 @ 6:39AM
RON said...
i find this article a real slam against ford. for a company to survive the last 18 months of the one of the the worst recessions this country has ever experianced says a lot for ford's management. they have the same union as gm and chrsyler and managed to struggle through. kudos to ford.
6-08-2009 @ 10:51AM
ij70 said...
Hey KC, how did you last UAW meet go?
6-10-2009 @ 6:19PM
Rich said...
During the Boom Years, 2004-2006 GM never made a profit.
Now they are planning to go small which will lead to smaller profits. GM won't last 2 years.
6-16-2009 @ 12:45PM
swnjm said...
i bought a ford in 2008 brand new, biggest piece of junk, its been in the shop over 8 weeks , 5 of the weeks was for a transmission, it also got 4 axle bearings, 4 tires and alignment, computer, and its in the shop now for engine knock, its only got 12206 miles on it, if you want this experience buy a ford
6-19-2009 @ 2:41PM
Lorenzo Whitfield said...
I traded my 1996 F-150, Lariat edition to my son because he needed a good truck. That was in 2001. It now has 260,000 miles on it and he can afford to trade it off but wiill not. It is the extended cab with a rear seat. This truck has a 5.0 engine and auto transmission and has never failed him. He has his own business now and drives this truck daily and has a ladder rack on it and pulls a 16' trailer loaded with materials for jobs on a regular basis.
The next truck , F-150, 3- door, lariat edition I sold to another son at a good price had a 4.6 engine with a toneau cover and a really good looking truck. It now has 156,000 miles on it and never had a major problem. I have owned Ford vehicles beginning with a 1929 model-A ford in 1951 ,a 1939 Ford 2 dr sedan in 1953 , a 1951 2 dr mercury in 1957, a 1954 2 dr ford (first year with a plexiglass roof and overhead valves) in 1958, a 1957 crown Vic convertible in 1960, a 1958 4 dr sedan in 1962, a 1959 police special in 1962, 1966 ford Mustang in 1966, a 1973 Ford Grand Torino, 4 dr in 1973. I also had a lot of miscelaneous PU Ford trucks and a coupl;e of Hot Rods [Ford].
I really love Ford vehicles and have had almost zero problems with them. Most of the small problems was operator head space.
They will come back strong because they are an American Icon and "DID NOT TAKE THE MONEY".
Whit