Doesn't take bailout money, and thus maintains control over its business (news flash: business people know business better than government bureaucrats). Gets more consumer relevant with its product mix and quality. Keeps spending big on marketing, with a greater emphasis on direct / measurable marketing.
The result? Increased market share. A profitable quarter. Kicking the pants of cross-town Detroit rivals. Nicely done!
Short Ad Age profile of Jim Farley, Ford's top marketer, is here.
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