Ford swot analysis 2018 reveals company's internal strengths and weaknesses as well as external opportunities and threats.

1. FORD MOTOR COMPANY
SWOT ANALYSIS 2018

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ABOUT FORD
Name Ford Motor Company
Logo
Industries served Automotive and Financial Services
Geographic areas served Worldwide (62 countries)
Headquarters Dearborn, Michigan, U.S.
Current CEO James P. Hackett
Revenue (US$) 156.776 billion (2017) 3.3% 151.800 billion (2016)
Profit (US$) 7.628 billion (2017) 66% 4.596 billion (2016)
Employees 202,000 (2018)
Main Competitors
Fiat Chrysler Automobiles, General Motors Company, Honda Motor
Company, Hyundai-Kia Automotive Group, PSA Peugeot Citroën, Renault-
Nissan B.V., Suzuki Motor Corporation, Toyota Motor Corporation,
Volkswagen AG Group and many other automotive companies.

3. Ford Motor Company business overview from the company’s financial
report:
“We are a global automotive industry leader based in Dearborn, Michigan. We
manufacture or distribute automobiles across six continents.
In 2017, we sold approximately 6,607,000 vehicles at wholesale throughout the
world. Substantially, all of our vehicles, parts and accessories are sold through
distributors and dealers, the substantial majority of which are independently
owned.
In addition to the products we sell to our dealerships for retail sale, we also sell
vehicles to our dealerships for sale to fleet customers, including commercial
fleet customers, daily rental car companies, and governments.”[1]
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BUSINESS DESCRIPTION
“ ”

4. STRENGTHS
1. Ford’s F-Series pickup truck line
2. Brand reputation combined with the second most loyal
customer base
3. Strong position in China’s automotive market
4. Geographically diversified revenue streams
5. Research and development spending combined with a clear
future strategy
WEAKNESSES
1. Weak brand portfolio
2. Declining market share in the U.S. automotive market
3. Profitability of smaller vehicle models in its product range
4. Below average vehicle recall and dependability rates
OPPORTUNITIES
1. Future markets for self-driving vehicles
2. Significant untapped potential of Chinese and Indian markets
3. Improving U.S. economic conditions
4. Timing and frequency of new model releases
THREATS
1. Increased competition
2. Increased government regulations
3. Economic and political volatility in international markets
4. The rising U.S. dollar exchange rate could negatively affect
the company’s revenue and profits
5. Rising fuel prices
Ford
SWOT 2018
SLIDE | 4

5. 1. Ford’s F-Series pickup truck line
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STRENGTHS
S W
O T
Ford has produced
the best-selling
pickup truck in the
U.S. market for a
record 41 years in
a row.
Rank Brand 2017 2016 2015 2-year growth
1. Ford F-Series 896,764 820,799 780,354 14.9%
2.
Chevrolet
Silverado
585,864 574,876 600,544 -2.4%
3. RAM P/U 500,723 489,418 451,116 11%
4. GMC Sierra 217,943 221,680 224,139 -2.8%
5. Toyota Tacoma 198,124 191,631 179,562 10.3%
Total 2,822,838 2,692,540 2,543,595 11%

6. 1. Weak brand portfolio
• Ford sells its vehicles only under 2 brands: Ford and Lincoln.
• In comparison, Volkswagen has 12, General Motors - 11, Chrysler - 8 and Toyota has
4 different brands.
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WEAKNESSES
S W
O T
Ford Motor Company Brands

7. 1. Future markets for self-driving vehicles
• In 2017, Ford was testing a fleet of 100 of level 2 automation vehicles.
• The company expects to introduce a level 4 autonomous vehicle by 2021.
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OPPORTUNITIES
S W
O T
Figure 8. Levels of automation in vehicles

8. 1. Increased competition
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THREATS
S W
O T
Ford’s main competitors

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GET THE FULL
PRESENTATION
BUY FORD SWOT 2018

10. 1. Ford Motor Company (2018). Form 10-K for the Fiscal Year Ended December 31st, 2017. Available at:
http://shareholder.ford.com/~/media/Files/F/Ford-IR-V2/events-and-presentations/2018/F-2017-10-K-report.pdf Accessed March 8, 2018
2. Cain, T. (2017). Top 11 Best-Selling Pickup Trucks In America – December 2017. Available at: http://www.goodcarbadcar.net/2018/01/top-11-
best-selling-pickup-trucks-america-december-2017/ Accessed March 8, 2018
3. Bunkley, N. (2015). The F-150, Ford's heavy-duty profit hauler. Available at:
http://www.autonews.com/article/20150428/BLOG06/150429797/the-f-150-fords-heavy-duty-profit-hauler Accessed March 8, 2018
4. Woodyard, C. (2017). Many rich folks opt for plain ol’ pickups, economy cars. Available at:
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2018
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http://www.gm.com/company/investors/sec-filings.html Accessed March 8, 2018
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US/investors/financial_regulatory/financial_reports/files/FCA_NV_2017_Annual_Report.pdf Accessed March 8, 2018
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2018
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