Ford Motor Company - What trends can you identify(Positive...

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What trends can you identify? (Positive, negative, flat?) What areas are most signifcant? (Which ratios are telling the bigger stories?) Which company would you say is in better position from an operational, cash management, debt and market point of view? Which company would you say has the overall upper hand to compete? When covering Ford's sales, you must start with its profit machine: the U.S. market. At first glance, May's sales figures did not impress, with a 1.3% year-over-year decline compared to the industry's 1.3% gain. Ford's car brand segment, not including Lincoln, rose 1.8% over May 2014, while Ford's utilities and truck segments respectively dropped by 0.8% and 5.1%. . However, Ford's decline in May was at least less than the anticipated 3.1% dip, and there were both positive and negative takeaways for the automaker's most important and profitable product, the F-Series. F-Series sales slid 10% in May to just under 62,000 units, but sales are being hindered by lack of product supply rather than declining consumer demand. Production of the 2015 F-150 should hit full stride over the next couple of months, and sales should rise accordingly. On the flip side, while sales of the F-Series are down year over year, prices of the 2015 F-150 are surging. The price tag for the 2015 F-150 hit $43,300 on average in May, which was $3,000 higher than in May 2014 and set a record high for the truck. Premium and luxury package trims for the 2015 F-150 are driving significantly higher average transaction prices this year. In fact, 65% of 2015 F-150 retail sales have been for high-end trim packages, which is far above the truck's historical rate of about one-third.
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Ford Europe has long been a thorn in the side for investors, costing the automaker more than $4 billion off its bottom line from the beginning of 2012 to the end of 2014. While those losses are horrendous, Ford's operations in Europe are "only" expected to lose $250 million for 2015.
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