This case study discusses the challenges faced by Ford Motor Company, one of the world's biggest car manufactures. In 2007, after Ford reported one of the worst losses in the company's history, the firm is in the middle of a restructuring process. The "Way Forward Initiative", started by Bill Ford should bring the company back into the fast lane. The case offers background information on the company and its different divisions. It provides the reader with data on the core markets of Ford with special focus on Europe, on the organizational structure of the company and the trends and challenges for the automotive industry. For the company these questions are crucial: How can Ford meet the challenges resulting from the difficult state of economy? What role will Ford of Europe play in bringing the company back into profit?Series: WU Case Serie
