Ford Motor Company, which turned 105 last year, was Henry Ford's third venture and it proved to be the charm. Its Model T (1908-1927) changed America. Suburbs, the middle class, the moving and mass assembly line, the eight-hour day, the five-day week - all trace back to the Tin Lizzy. Ford's other nameplates include Lincoln (acquired, 1922) and Mercury, its only homegrown nameplate (debut, 1938). Ford recently sold Aston Martin, Jaguar and Land Rover. It has controlled Mazda since 1996, Volvo since 1999.
Ford's current situation is not its first road hazard. It shut down for six months to retool after retiring the dated Model T. Before modernization, expenses were once estimated by weighing stacks of bills. Edsel and Pinto were big losers; the early 1980s were no picnic. Ford survived. It's trying to do it again after mortgaging everything it has.
The vehicles
The Model A revived the company in the late 1920s and the 1949 Ford was its first "modern" post-World War II vehicle. The F-Series pickup began its hugely successful run the same year. Other icons include Thunderbird (debut, 1954), Falcon (1960), Fairlane (1962), Bronco (1966), Mercury's Cougar (1967), Lincoln's Continental (1939) and Mark series (1956-57 and 1968), Crown Victoria (1980), Escort (1981), Taurus (1985) and Explorer (1990), the best-selling SUV ever. Mustang (1964) created the "pony car" segment, of course, and Rangers have been built in St. Paul since the pickup came out in 1982.
The present and future
Ford's current lineup features cars such as the Ford Fusion and Focus, Lincoln MKS and Mazda6. Its crossovers include the Ford Flex, Lincoln MKX and four Mazda models. There are fun cars like Mustang, Mazda's MX-5 Miata and RX-8, and SUVs such as the Ford Escape and Explorer, Lincoln Navigator, Volvo XC70 and XC90 and two hybrids. The pickup fleet lists F-150 and Lincoln Mark LT on its roster.
Early in 2009, dealers will unveil Fusion and Mercury Milan hybrids that get 39 mpg (city) and 700 miles on a tankful, plus an all-new 2010 Mustang. Can Ford make it using environmental materials like soy-based foam and its SYNC system (developed by Microsoft), which controls phones and entertainment systems with wireless Bluetooth? More than a century in business says the answer will be yes.
