NOVEMBER 19, 2020. Pop the hood on your car and sneak a peek. Right. WTF? The once recognizable is gone. Car guts look very different now, as does the car business. Ford’s looking in too–into it’s own business. What are they seeing? “Trucks and SUVs–all good. Love that. The dumpy sedan’s dead. Broom that.” What else? The Chinese operation’s politicized and chaotic. And then there’s our shareholder base.
Customers love the F-150, and batteries too. F’s blending those next year. The new Mustang Mach E’s flat rubber-burning evil, with no range. The revamped Ford Explorer launch was a monkey rodeo. Jesus. Empty showroom floors never please, or sell. That means you have to “incentivize” customers to buy cars they can’t touch. They did, incentivize. The press and public excitement surrounding the new Bronco is through the roof.
Meanwhile F’s share price has rocked heavenward by 80% in just six months. That’s promising. Or perhaps extended? From its’ Dearborn base just outside of Detroit, Ford’s shooting for the moon with EVs, and running on pure adrenaline. The real threat of extinction will do that to a company. Extinction feels very real when you sport a $4 share price–$3.96 back on March 23rd this year.
Well, again, that puny share price has been seriously juiced since by a crazed confluence of market factors. There’s also a whole new segment of shareholders who care nothing for dividends, raging risk, or the company’s years of ruinous struggle. O.K. Yet, the question now is, do you believe in “Zero to Eighty% in Six Months. Ford.”(Cover photo. 2020 Ford Shelby GT-500)
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