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福特汽车公司每年都会在年度报表的首页,用很小的蓝色记号标出那些破纪录的业绩。去年公司在九个方面突破了历史高点,如总收入、单位销售收入以及每股收益等等。但是今年,即便是有,也别指望会很多。这个曾被认为是美国管理最完善的汽车制造公司现在面临着一系列的窘境。虽然福特公司的许多问题表面上看来可以归咎于凡世通轮胎的大量回购(这种轮胎主要用于其颇受欢迎的一款产品——“探险家”上),但更深层次的问题却在于:消费者不喜欢福特陈旧的产品,而宁愿购买外国竞争者或者是通用汽车(GM)公司生产的轿车和卡车。尽管三年来美国汽车销售额一直持续增长,但福特公司在今年头9个月里,市场份额从一年前的22.8%下降到了22.6%。继第二季度亏损之后,第三季度又亏损6.92亿美元,这是福特近10年来首次遭遇连续两季度亏损。同时,
Every year, Ford Motor Company marks the record breaking results on the home page of the annual report with a small blue mark. Last year, the company broke through historic highs in nine areas, such as total revenue, unit sales revenue and earnings per share. But this year, do not expect much, if any. The carmaker, once considered the most well-managed in the United States, is now facing a series of dilemmas. While many of Ford’s problems appear ostensibly to a large number of repurchase of Firestone tires, which are used primarily for its popular product, Explorer, but deeper The problem is that consumers do not like Ford’s obsolete products, preferring to buy foreign competitors or cars and trucks made by General Motors. Despite the steady growth of US car sales in three years, Ford’s market share dropped to 22.6% from 22.8% a year ago in the first nine months of this year. Following a loss in the second quarter, the third quarter loss of 692 million US dollars, which is Ford for the first time in 10 years suffered two consecutive quarters of losses. Simultaneously,