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Investment Overview for Ford (NYSE:F)
Below are key drivers of Ford's value that present opportunities for upside or downside to the current Trefis price estimate for Ford:
Ford Trucks North America
Total Number of North America Car Sales: The U.S. automotive market showed strong signs of resilience in 2011 and registered a 10% growth in vehicle sales to reach approximately 13 million. The trend continued in 2012, as 14.5 million vehicles were sold during the year. 2013 was also a strong year for the automotive market as vehicle sales jumped to 15.9 million units. The U.S. automotive industry is expected to continue its show of strong growth in 2014 as well, although the rate of growth will slow down. The robust sales growth could translate into better revenue realization for Ford in the U.S., which is the most critical market for the company.
If the number of trucks sold in North America increases to 14.0 million by 2020 instead of the 11.7 million that we currently forecast, there could be a 10% upside to Ford's stock price.
Ford Cars & Trucks International
Ford International Market Share: Europe has been going through the toughest time since the adoption of a single currency in 1999, and the economic crisis that started in Greece has spread through other peripheral countries as well. The economy is still in distress and the governments across Europe are adopting austerity measures to ride through the situation, which is not going to help the industry either. Vehicle sales declined 9% and 3% in 2012 and 2013 respectively. Going forward, the European automotive market is expected to stabilize.
If Ford is able to increase its international market share to 6% by 2020 from the 5.5% that we currently forecast, there could an upside of about 5% to Ford's stock.
Going forward, a worsening situation in Europe could prove to be a major dampener for the company.
Ford Motor Company is a global automotive company headquartered in Michigan, USA. It manufactures and distributes automobiles across six continents. It is currently the fourth largest automaker in the world, based on the number of vehicles sold annually. With about 224,000 employees and about 90 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services like vehicle leases and loans through the Ford Motor Credit Company.
Ford's vehicle financing business, consisting of leased vehicles and vehicle loans has become the most valuable business segment, surpassing the international cars and trucks business of Ford. It has taken a big leap towards becoming the great cash cow for the company. The international cars and trucks business still holds an edge over the North American business segment for Ford. It's slightly more valuable than the combination of Ford's North America trucks and North America cars businesses.
International vehicle market 3.5x larger than the North America vehicle market:
2013 vehicle sales in North America were about 19 million. In comparison, there were approximately 3.5x as many vehicle sales (around 65 million) internationally. We estimate that Ford will be able to maintain its global market share to approximately 7% and continue to grow in North America (Ford trucks and cars and Lincoln combined).
North America share in trucks higher than the share in cars
In 2013, Ford had about 16% share in the North American vehicle market. About 10% of this was attributable to Ford trucks, with the remainder attributable to Ford-branded cars. With the shift in trend in consumer preferences towards smaller cars due to rising fuel prices, the overall share in North America of vehicles might decline for Ford.
Vehicle financing business driven by high margins
Ford leases around 1 million vehicles annually from which it earns about $8.5 billion per year in revenue (about $700 million per month).
As of December 31, 2013, the company also had ~$76 billion of vehicle loans outstanding, from which it earns an average interest rate of 6.5%.
Volvo's sale to Geely
In August 2010, Ford Motor Company sold Volvo Car Corporation, the Sweden-based premium automaker to Geely, a Chinese motor manufacturer, for $1.8 billion, only a fraction of the $6.45 billion that it paid for the company in 1999. The actual cost to Ford is worse, considering the fact that it had to support Volvo through years of losses and even after the completion of the acquisition it faced a number of expenses which consumed much of the value.
The decision came in response to the significant decline in the global auto industry and the severe economic instability worldwide. The strategic review of Volvo is in line with the broad range of actions taken by Ford to strengthen its balance sheet and to ensure resources for implementing its product-led transformation plan.
Geely had its plan to revive the brand by lowering manufacturing costs and tapping the booming Chinese luxury car market.
Ford officially killed the Mercury brand
In June 2010, Ford announced its plan to shut the 71-year Mercury brand, to give more attention to its mainstream Ford brand as well as the luxury Lincoln brand.
Originally, Mercury was supposed to give Ford a mid-priced car that fit between the inexpensive Ford models and its luxurious Lincolns, but sales in the U.S. have dwindled in the past decade and Mercury seems to have developed an identity crisis.
According to Edmunds.com CEO, Jeremy Anwyl, Mercury is a brand that has lost its meaning in the American automotive marketplace and isn't worth trying to change.
Over the last few years, while Ford saw its market share in the U.S. rising to 16%, Mercury remained restricted to just 0.8% of the U.S. market.
'One Ford' vision to keep costs under check
Ford has historically maintained a heavy focus in North America, claiming that higher income U.S. consumers buy more often and tend to buy upscale. However, North America's once significant lead in international unit sales has all but disappeared, and more importantly, growth in cars sales in the BRIC countries continues to grow quickly.
How Ford manages to take advantage of this trend will be decisive to the company's long term growth. As discussed above, Ford's current international plan is the "One Ford" campaign, which seeks to save production and design costs by producing a single fleet of vehicles for all markets worldwide. The first fruit of this scheme was the new Ford Fiesta, which was developed by Ford Europe, but was sold in all Ford's major markets, and Europe's iconic Ford Transit van, which was introduced in Asia and the U.S. in 2009.
We believe this will lead to:
- Better advertising, marketing and communications program to launch Ford cars globally in all markets.
- Accelerate the development of new products under the “Ford” brand.
- Aggressively restructuring of the balance sheet by selling other brands and using these proceeds for the “Ford Brand”. Ford has sold Jaguar, Aston Martin, Saab, Land Rover and Volvo within a span of 3-4 years.
- Standardization of processes and reducing costs.
- Reducing the production cycle time for Ford cars and bringing the time closer to its Japanese rivals.
This trend is important as the stock price is sensitive to the following drivers:
- Automotive division gross margins
- Vehicle lease and loans EBITDA margins
- SG&A as a percentage of revenue.
As political pressure mounts for a greener economy, the future of Ford's main sales are centered on fuel-efficient vehicles.
Traditionally, Ford's most profitable vehicles have been large SUVs and pickup trucks. However, volatile oil prices and political pressures for more fuel-efficient cars have taken a toll on the market for larger vehicles.
Ford plans to produce more fuel-efficient cars, changing both its North American manufacturing plans and its line-up of vehicles available in the U.S. In terms of North American manufacturing, the company plans to convert three existing truck and sport utility vehicle (SUV) plants for small car production. This offers the advantage of quickly bringing highly demanded fuel efficient cars to the U.S. market, without having to invest money and time to create an entirely new automobile. In terms of product mix, it plans to call for more crossover SUVs, compact cars and hybrid vehicles.
This trend is likely to affect the market shares for automotive division in North America and international markets.
Restructuring, consolidation and other trends:
- Strengthening the U.S. supply base
- Supporting the dealer network
- Reducing salaried personal costs
- Investing in fuel economy and advanced technologies
- Accelerate electrification including next generation hybrids and all-electric vehicles.
Trefis Forecast Rationale for Ford Car Market Share in North America
This represents Ford's market share in the North American car market based on the number of units sold.
Ford's car market share jumped from 8.8% in 2009 to 10.8% in 2010. In 2011, the market share rose to 11.9% partly helped by weak performances by Japanese automakers, who were hit hard by the Tsunami. In 2012, Ford's market share fell to 10.5% as the Japanese automakers recovered from their production and supply constraints experienced in 2011. In 2013, Ford's car market share rebounded to 11.2%.
In the medium-long term, we see Ford's car market share in the North American region of 11-11.5%.
Trefis considers the following factors for its forecast:
- Smaller fuel efficient cars & new product launches by Ford to increase car sales
- Ford is moving towards smaller and fuel efficient cars from larger SUVs and trucks. Fuel efficiency is the most important factor in buying new cars. The company plans to invest roughly $14 billion in the U.S. on advance technologies to improve fuel efficiency by over 25%.
- Ford rolled out new powerful engines for the 2011 F150, but as much as the company focused on improving power, the company put just as much effort into these new engines for being more fuel efficient.
- Ford is gearing up with new product launches in the U.S., with as many as eight new launches planned by 2015.
- Ford is planning to invest $16 billion in its U.S. operations, including $6.2 billion in U.S. plants, to design, engineer and produce more new and upgraded vehicles and components by 2015.
- Ford's strategy is to represent electric vehicles as a major portion of its next decade lineup. This is likely to increase its market share with the U.S. government demanding steep increases in fuel economy.
- 'One Ford' Vision to benefit Ford's car operations
- Ford has been developing a new business and advertising model labeled as 'One Ford' over the past few years. The CEO of Ford has downsized all regional brands and models, and also removed global segmentation. This has led to the development of models like the Ford Transit Connect, C-Max, Focus and Fiesta.
The vision includes -
- Improved advertising, marketing and communications programs to launch Ford cars globally in all markets.
- Restructuring the balance sheet by selling other brands and utilizing these proceeds for the Ford brand. Saab, Land Rover and Jaguar brands have already used such a program earlier.
- Better designs, fuel-efficiency, safety and value add for customers with the latest launches under this vision.
- Successful product launches: Taurus, Fiesta, Fusion, F-150 and Focus are some of the successful well-known models of Ford.
Back to Company Overview
- GM's product overhaul could snatch some of Ford's market share
- In 2013, GM introduced a total of 20 new or refreshed models in the U.S. Some of these include the remodeled Malibu, Silverado and the new Spark EV. As a result, Ford might lose some market share.
- Other economic factors
- Crude oil prices has more than doubled since January 2009 to more than $100 per barrel. As global demand picks up, commodity prices are likely to remain firm in the future. This will inhibit Ford's ability to offer greater incentives.
- The automotive industry is going to experience a combination of pricing pressure from raw material costs and changes in consumer buying habits.
- Higher fuel prices discourage sales of SUVs, and trucks that aren’t very fuel efficient and indirectly impact Ford’s revenues. Considering that trucks constitute more than 60% of Ford’s sales in the U.S., this is likely to be a dampener.
How Does Trefis Modelling Work?
How do we get the historical numbers for this chart?
Trefis has a team of in-house Analysts who gather historical data from company filings and other verifiable sources. When historicals are available, we explain how we got them at the bottom of the Trefis analysis section below.
Who came up with the Trefis forecast for future years?
The Trefis team of in-house Analysts considers a variety of factors when projecting any forecast. The rationale for our projections is explained in the Trefis analysis section below.
How does my dragging the trendline on the chart impact the stock price?
- We use forecasts for business drivers to calculate forecasted Revenues and Profits for each division of the company.
- We then use forecasted Profits in a Discounted Cash Flow (DCF) model to obtain the Price Estimate for the company.
See more on: DCF Methodology
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