David Cole Ford Quotations

I think Ford views this as 'change or die,' frankly. It's a very serious effort.

Everyone was up in volume, but if some are up more, it means redistribution of the market, ... The real growth has come from the Koreans and Europeans while the Big Three (GM, Ford and DaimlerChrysler) really suffered loss in market share.

This is a major restructuring. The people inside of Ford basically believe they are betting their company on this restructuring.

It seems as if GM and Ford are in a real horse race to marry cars and technology,

Ford views Monday's announcement as the last restructuring in the sense that they may not have a chance to do something more after this. It's one of the major pivot points in their history.