Ford 2004 Annual Report Download - page 11

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9
WORLD MARKETS This is a business of looking ahead. When Ford
looks at the world automotive market only
10 years in the future, we see a dramatically
different scenario from the one we compete in today.
North America and Europe, which account for about
two-thirds of today’s worldwide automotive market,
will remain the largest regions for automakers in the
immediate future. But these regions will likely account for
just over half the world market by 2014, as growth in
per-capita income moves more of the world’s population
into a position to acquire new cars and trucks.
Ford is working to be viable and competitive in areas
where markets are growing. We have the strongest
portfolio of global brands of any automaker in the world.
We’ve established a presence in and near the growing
markets of China and other emerging regions. We’ve
overcome economic challenges in South America and
Asia Pacific, leaving us well situated for the years ahead.
We engage on a world scale, from Thailand, which
exports to more than 100 markets worldwide,
to Europe, where we build
luxury products for every
automotive market on Earth.
Our competition is fierce.
While volume growth will come
from developing markets, our
revenue growth will come from
established markets, with their
steadily increasing demand
for higher-content vehicles.
We know we have to be ever
more competitive in critical
areas such as fuel economy.
And we know that we need to
continue to add flexibility in
our manufacturing processes,
so we will have the products
people want, when they want
them, at margins that are both
competitive and profitable.
9
Ford Lio Ho Motor Company plant employees and
officials in Taiwan hold a grand celebration to mark
Job 1 for the all-new Ford Focus on Nov. 15, 2004.
FORE CAST