THE FIGHT FOR FORD'S FUTURE

摘要

Can a company that practically invented the SUV convince consumers to buy its cars? For Ford Motor's marketing czar, James Farley, that is a career-defining question. Yes, Ford has nearly caught up to Toyota Motor in the quality stakes and it continues to sell more pickups in the U.S. than anyone. But in an age of lofty fuel prices, the famous blue oval can reasonably be compared to roadkill: flattened and none too fragrant.9 If anyone can revive the brand, it may be Farley, who guided Toyota's marketing efforts in the U.S. before being lured away 10 months ago by Ford CEO Alan Mulally.