Ford: A Chronicle of Shifting Fortunes
There is, however, a glimmer of growth, a subtle stirring within the machine. The company proclaims record revenue for the year just passed – $187.3 billion, a fifth consecutive year of increase. But numbers alone tell a fractured story. Ford is now engaged in a delicate dance, a retreat from the full embrace of electric vehicles, a pause to allow the market to mature. It is a pragmatic decision, born not of vision, but of a sober assessment of current realities. The company turns, instead, to the familiar comfort of gasoline-powered vehicles, the SUVs and trucks that have long sustained it, and the hybrid options that offer a bridge to an uncertain future. This is not innovation, perhaps, but a shrewd calculation, a return to what works, and in doing so, has increased its U.S. market share by a modest, yet significant, 0.6 percentage points – the best performance since 2019. A small victory, to be sure, but in the long campaign of commerce, every inch gained is a testament to endurance.






