Situation Analysis
Due to the recent Detroit Bailouts Ford Motor Company, along with other American car manufacturers, has struggled to maintain their image with consumers. Even though Ford refused to take money, unlike their competitors, they still are generalized in the same classification as the other American companies. Ford has been an industry leader for over 100 years, and has earned its place in history as being the maker of the “Classic American Car.” However, the problem that Ford is facing is that younger generations are seeking more modern, hip, and technologically advanced vehicles as opposed to the classic nostalgic image Ford is known for portraying. In order to regain interest in Ford with younger generations Ford has released its most hip and technologically advanced car to date the 2011 Ford Fiesta. Ford is seeking to establish itself with younger generations while maintaining the classic brand it is know for.