Ford: brand profile

Ford is the world's most valuable automotive brand, with a global profile that eclipses its closest competitors. Ford Motor Company may not be the world's biggest car maker (that's General Motors), but it has an unrivalled worldwide market penetration. Yet the company has wrestled with a number of serious problems since 2001. Safety flaws on Firestone tires fitted as standard on the Explorer, its best-selling car in the US, forced Ford to make the biggest product recall in automotive history that year, at a cost of almost $3bn. At the same time productivity was in decline, sweeping restructuring changes had led to low internal morale, especially in the US, and Ford had been judged the poorest of the big manufacturers for quality. With its other models, which include Lincoln, Mercury, Jaguar and Mazda, lagging far behind the flagship marque in sales, can Ford Motors rescue its core brand? Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here.

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Competitors: see Cars Sector index for other companies and brands