FORD DEALERS ENTHUSIASTIC AFTER FRANCHISE MEETING

February 10, 2008—The Ford franchise meeting Sunday sparked some positive feelings among dealers.

Bob Kerr, who owns a Ford store in Michigan and one in Indiana, described the meeting as “very upbeat.” Ford has “a clearer vision of the direction” it wants to take the company, he said, and dealers are excited about upcoming vehicles. Dealer Robert Wahlstrom of Chandron, Nebr., also was happy about future product and about the help the automaker promised to give dealers on margins. “They’re listening to dealers.” Wahlstrom gave most of the credit for that to Ford’s new management team, including group vice president of marketing and communications Jim Farley. Norman, Okla., dealer Dale Daniels praised Ford for attacking margins and ad costs.

Farley later told reporters the meeting was focused on dealer profitability, though he wouldn’t describe specific programs. Executive vice president Mark Fields said the main message Ford wanted to convey to dealers at the meeting was confidence. Farley added that Ford is working to “restore the trust” in the Ford brand and change the public’s perception of its products.