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Ford Motor SWOT & PESTLE Analysis

ID : 52190853| May 2018| 14 pages

COMPANY PROFILE -Ford Motor

Business Sector :Automobile

Operating Geography :North America, USA, Global

About Ford Motor :

Ford Motors has been a pioneer in global automobile industry since its inception in 1903 by Mr. Henry Ford at Dearborn, Michigan. Ford Motors’ core business includes designing, manufacturing, marketing and servicing a full line of passenger cars, trucks, SUVs as well as luxury vehicles. It sells commercial vehicles and automobiles under its Ford brand and luxury vehicles under Lincoln brand. This American multinational automaker headquartered in Dearborn, Michigan, Detroit was founded by Henry Ford in 1903. Formerly known as Henry Ford Company and Cadillac Motor Company, it is one of the world's largest and most profitable family controlled businesses to be in operation for over 100 years. Ford is also the parent company to the Brazilian SUV producer, Troller, and Australian performance car manufacturer FPV. Ford Motor Company also has stake in Aston Martin of UK, Jiangling of China and is part of various joint ventures and alliances in China, Thailand, Taiwan, Turkey and Russia. It features on the NYSE but the Ford family retains a minority stake. Ford motors employs close to 201,000 employees globally across its 62 manufacturing sites around the globe as of 2018.

Ford Motors Company's vision statement reads "People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership" and its mission statement states "At Ford, we go further to make our cars better, our employees happier and our planet a better place to be." Ford Motor's USP or Unique selling point lies in being a legacy brand that is one of America's and the world's largest and most profitable automobile manufacturing companies that pioneered the first economic, mass-produced car–the Model T–and also helped pioneer assembly-line manufacturing.

Ford Motor Revenue :


US $156.8 billion – FY 31st Dec 2017 (y-o-y growth 3.3%)
US $151.8 billion - FY 31st Dec 2016

Competitive Analysis of Ford Motor

SWOT
PESTLE
The SWOT analysis for Ford Motor is presented below:
Strengths
Weaknesses
1. Huge product portfolio and a total mobility solutions company
2. Strong focus on emerging opportunities and future trends and technologies
3. Strong line of credit for financing facility to the customers
1. Underperforming premium luxury vehicles under Lincoln brand
2. Lack of performance in developing markets as well as with small vehicles in various markets
Opportunities
Threats
1. Rise in e-commerce that pushes up demand for LCVs
2. New business opportunities due to future trends like electrification & autonomous driving technologies
3. Innovation in mobility solutions
1. Global financial crisis in domestic as well as many exports markets, creating excess capacity conditions
2. Emergence of cheaper Asian alternatives to mobility solutions
3. Protectionist measures in US
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Detailed SWOT Analysis of Ford Motor

 

Strength

1. Huge product portfolio and a total mobility solutions company: Ford Motors has a huge product portfolio spread across various product lines- passenger cars, SUVs, commercial vehicles – trucks as well as luxury vehicles. Thus it commands a significant portion of the global automotive market share – 7.3% across the world as of 2016. Ford Motors has successfully launched 11 vehicles in 2016 and another 11 in 2017 including the likes of new F-150, EcoSport, Focus Electric, all-new Fiesta and Expedition, as well as an all-new Lincoln Navigator. Ford Motors has launched a subsidiary company – Ford Smart Mobility LLC to build technology platforms to support connectivity for both owned as well as shared businesses. The Company acquired Chariott application providing crowd shuttle service which is presently operating in select cities in the US.

2. Strong focus on emerging trends and technologies: Vehicle connectivity and smart mobility are the emerging trends in the auto industry and Ford Motors. The company is focusing on bringing out autonomous vehicles for commercial use such as ride sharing and parcel delivery and has partnered with Lyft, Domino’s Pizza and Postmates to improve and optimize customer experience. In 2017 Ford created “Team Edison, a dedicated electric vehicle team to focus on leading electric-vehicle technology and the company also entered in a joint-venture with Zotye, a pioneer in the Chinese all-electric vehicle segment. These strategic initiatives will help Ford to expand its electric vehicle line up with a total of 40 vehicles globally – including 16 full battery electric vehicles by 2022.

3. Strong line of credit for financing facility to the customers: Ford Motors through its wholly owned subsidiary – Ford Motor Credit Company LLC provides financing options to the consumers through its dealership network and has a wide portfolio of credit facilities which are broadly classified under consumer and non-consumer categories. Financing services mainly includes retail instalment options, lease contracts for leasing companies, fleet customers, government companies and daily rental companies. Ford Motors also provides wholesale loans to the dealers for bulk purchases to optimize inventory across dealer sites. Ford motor credit also gains through interest rate supplements and support payments to dealers as well as its subsidiaries. Due to a wide gamut of financing operations. Ford Motors Credit Company earned $1.9Bn as pre-tax profit.

Weakness

1. Underperforming luxury vehicles under Lincoln brand: Ford Motors has not been able to perform in the luxury premium market with its Lincoln brand pitted vis-à-vis against the already established brands – Mercedes, Audi, BMW, etc. Lincoln sold nearly 112,000 units in 2016 which is much behind the 340,000 units sold by Mercedes. Lincoln is unable to perform in domestic market also as it bags only 5.4% in US luxury car market by volume.

2. Lack of performance in developing markets as well as with small vehicles in various markets: Ford Motors could not charter sustainable profitability business in the markets of Indonesia and Japan and thus had to exit the markets. Also Ford Motors has to improve in the markets of Latin America, Middle East, Africa as well as India and China. This lag in partially attributed to the Company's inability of producing large volumes of vehicles, thus not exploiting the benefits of economy of scale. Also there have been several low cost manufacturers in emerging markets of Asia which have been able to exploit significant economies of scale thus providing cheaper alternatives to the consumers and grabbing a high market share. Ford Motors has to improve on its competency on compact vehicles segment offerings even in the developed markets along with the emerging markets.

Opportunity

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Threat

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Ford Motors SWOT and PESTLE analysis has been conducted by and reviewed by senior analysts from Barakaat Consulting.

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