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Ford Motor Company: How to
Revitalize an American Icon
For over 20 years, the American auto industry has had to manage intense
foreign competition in its core markets. During the 1990s, highly prot-
able truck and SUV sales buered the Big ree from the eects of for-
eign competition. By the early 2000s, Toyota and others had begun to
inltrate this market as well, leaving American automakers with little
room for error. Aer world nancial markets crashed in 2008, drying up
consumer and business credit, the domestic auto industry in the United
States was in trouble. e heads of the three major auto companies—GM,
Ford, and Chrysler—were c