The headline says: Ford surprises with loss- We weren't

EASY solution. Modify your SUV engines to be more fuel efficient, WHATEVER IT TAKES. Americans LOVE large cars, but not at the cost of today's gas. Make a more efficient V6 (like Toyota's 25MPG V6 on the RAV4) or create a hot selling diesel like Chrysler did for their Jeep Liberty.

The answer is so simple, you just have to bite the bullet and spend the money now or go bankrupt later.

Poor Bill... he's been handed a company instead of building one through innovation, like his father; and now he doesn't know what to do with it.

Their sales slump doesn't surprise me either. The only Ford brand that seems to be making a name for itself is Mazda... and that's a bad sign. All of their new products seem to be barely catching up with last generation's vehicles.... The Fusion would be fine if it was competing with last generation Camry. Even GM is making sweeping improvements in their latest products ....but Ford?

Mustang is their only reasonable success... then there's the GT500. For 40k I get a supercharger, a solid rear axle, seats that let me slide out of the car around a corner and the same plastic bad joke of an interior as the 20K car (It's fine for a 20K interior)

.... then there's Lincoln. There's not enough room in this box for the atrocity that is Lincoln's latest products. If you've only seen pictures, go sit inside a Zephyr. It looks reasonably good from the outside, standing still, I'll give 'em that; but the inside smells like plastic. Not new car, not leather, cheap plastic... and the feel of the buttons reinforces the scent.

So Mr. Ford on TV, basically begging me to buy his cars...*scratches head* ...so... you didn't think your brand name has eroded enough Bill? Two words for you... BETTER PRODUCT. That's all you have to do, and you can stop humiliating yourself and your company and go back to Pina Coladas and white sand somewhere. Please, get your act together and stop pretending like people just aren't aware of your "great products." I'd REALLY like to see the American car companies reclaim their top-spot in the Automotive industry... but as it stands, Ford is laughably far behind. Dare I say it? Perhaps Mr. Ford should let somebody else drive for a while.

Just comment after webguy:

I have mixed feelings about Ford. I remember ago 2 years ago when I heard that Ford closed down plants here in the U.S. just to open them in Mexico... I was furious. Ford stated that they were looking to create a better job market for N.America not just U.S. How can you be an American company and not support the American people??? I never forgave them for that one...althought I understand the concept of why they did it.

Now that the rising gas prices has cause the American public to evaluate their vehicles Ford and GM took a big hit...and now they want us (the American people) to feel sorry for them. What about the hard working Americans who lost their job to the Mexico plant?

The reason why Ford/GM is losing money now is because they put all their resources into big trucks/SUV's. Now that the truck/SUV crazy phase is subsiding, they are losing $$ fast. Now that they mid-size sedan is the "bread and butter" of choices, Ford/GM's sedans cannot compete with Honda/Toyota's product. The Malibu is no match for the Accord, nor is the Fusion a match for the Camry.

I really dont want to see an American company go down, but honestly they are not producing enough of what the American public wants. Whay dont they build a car that rivals the Accord/Camry?

I concur with everything stated above. I just pray that Bill Ford actually reads it. Its kinda hard to believe that he knows with the current state of his company that he doenst know why.