Magazine

Table: Bill Ford's Job List


RESTORE MORALE

He must boost spirits of Ford's unhappy salaried workforce--and rebuild relations with unions, dealers, suppliers, and investors.

IMPROVE QUALITY

Among the big carmakers, Ford (F) now ranks lowest in terms of quality. That has caused delays in the launch of products such as the T-Bird and has led to embarrassing recalls on its new Escape and Focus models.

STRENGTHEN THE LINEUP

Longtime best-sellers such as the F-150 pickup series and the Explorer are fading. Ford needs fresh product to regain market share, raise revenues, and reduce the need for costly marketing incentives.

CUT COSTS

To restore short-term profits, Ford will have to sell assets, squeeze suppliers, trim its workforce, and idle excess capacity. Eventually, Ford also needs to design lower-cost vehicles.


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