Ford, 1993-2007: Losing its way?

Abstract

From the mid-1990s onward the Ford Motor Company entered a period of decline, continuing to the time of this writing, although for the first part of this downward trajectory it remained concealed by enormous profits earned from North American sales of trucks.1 The decline was driven by a loss of strategic direction, which this chapter will investigate. By 2000 or so the trajectory was clear and a series of turnaround efforts was launched, whose eventual results are as yet unknown.