#FordMotorCompany

As anticipated, Ford CEO Mark Fields was grilled today over his plans to improve the company’s waning fortunes by board members who had scheduled extra time to question him.

Hot topics at the annual meeting centered on why profits are falling, what is Ford doing about the market shift toward SUVs, and how the company’s colossal investments into technology are affecting its present-day financial situation. Ford has poured billions into self-driving vehicles and ride-sharing platforms as its traditional car business loses some ground to General Motors in a slowing U.S. market. Fields spearheaded Ford’s rebranding as a mobility company, but many have suggested this future-focus isn’t healthy for the brand.

Fields stuck to his guns, emphasizing that Ford was heading “aggressively but also prudently” into “the biggest strategic shift in the history of our company.”

Advertising isn’t designed to help you make an informed purchasing decision. While some auto ads occasionally cherry pick information to highlight a vehicle’s strengths, you see this tactic employed less and less lately. Pathos-driving advertising sometimes results in innocuous gems, like Subaru’s “ Dog Approved” campaign. However, there has been an obnoxious trend where cars, which are presumably for adults, are being marketed as if they are children’s toys.

One of the worst offenders of this phenomenon was Nissan. It tied the Rogue to the Star Wars franchise as much as possible — issuing television spots set in a galaxy far, far away, a special movie edition variant of the vehicle, crossover swag, and even a car modeled to look like an X-wing to display at trade events. It potentially worked, too — Rogue sales skyrocketed.

Taking notice, Ford has similarly decided to link the upcoming EcoSport to the new Guardians of the Galaxy film. The Blue Oval is taking that concept a step further, however. Its downright egregious marketing campaign feels like it belongs in the ad space reserved for Saturday morning cartoons, circa 1992, right next to a sugary breakfast cereal with a cartoon mascot. Ford has sweepstakes, comic books and a film cameo planned.

Ford Motor Company thinks it has the answers for the impending renegotiation of the North American Free Trade Agreement. Joe Hinrichs, Ford’s president of the Americas, believes the key to an updated NAFTA includes protections against currency manipulation and the standardization of product regulation between the United States, Canada, and Mexico.

Of course, Hinrichs is just one voice of many. Despite his initial threat of NAFTA’s abolishment failing to pan out, President Trump has maintained a hardline stance — stating he will negotiate a better deal for the U.S. (or pull out if he can’t). Meanwhile, Democratic Senator Sherrod Brown has urged for transparency throughout the process while echoing some of Trump’s campaign promises to stick up for American jobs by not showing favoritism or allowing industries to play against each other.

By contrast, Hinrichs’ proposals are specifically focused on streamlining the auto industry and avoiding long-standing complications associated with financial witchcraft.

Few things are more annoying than trying to extract vomit from cloth upholstery while pulled over at a gas station. Depending on the meal that preceded the involuntary stomach evacuation, it could be a tough slog.

Ford Motor Company, always one for innovation, is actively seeking out ways to reduce instances of lost lunches and tossed cookies. No, it hasn’t installed a “turkey dinner” mode on its Fusion Sport, but it has put its German research and development team on the case.

The Ford Taurus’s North American demise is not unanticipated. Full-size car sales are flagging. The Taurus nameplate’s positive brand recognition is based on the success it enjoyed in another era. And Ford already revealed a new China-specific Taurus, based on the same CD4 platform as the Fusion and Lincoln Continental, with no announcement regarding the import of that vehicle to North America.

It also seems Ford, riding high on a wave of crossover and SUV sales on this side of the Pacific, won’t be bringing that Taurus to America anytime soon.

Being first is a tricky business. As we all know, Columbus was the first to discover the Americas but we also all know that is an utter falsehood. In addition to people already living on the continent, there is plenty of evidence to suggest that Viking and Chinese sailors made the trip by boat long before Spain was even considered a country. However, Columbus is the smug-looking gentleman getting most of the exploratory credit in Western textbooks.

It’s a similar story with Ford’s new Police Responder Hybrid Sedan. The automaker is calling it the “first pursuit-rated hybrid police car,” but that’s a little like saying you are the best athlete in a sport you also invented.

Ford’s Mark Fields had plenty of positive things to say about last week’s meeting between Donald Trump and Chinese President Xi Jinping. After spending months of his campaign accusing China of stealing American jobs, Trump left the conference optimistic at the prospect of improving the relationship between the two countries.

That’s welcome news for Ford, which wants to dramatically expand its presence in Asia over the coming years. The automaker has already decided to launch Lincoln models in the Asian market, hoping to piggyback off Buick and Cadillac’s success in China. On Thursday Fields also outlined a company decision to have 70 percent of all Ford nameplates sold in China by 2025 be part or fully electric — helping the company meet stricter emission standards and maintain volume in the East.

By now, you’ve probably read that Ford Motor Company has developed a crib that mimics a late-night car ride. You know, those journeys to nowhere fueled by nothing other than a desperate desire to shut your kid up for a few hours?

Yes, with Ford’s prototype crib, your bundle of joy will be rocked and jostled to sleep while you grab some much-needed shuteye. Your car never needs to leave the garage. Had my parents owned such a thing, it would have curtailed many nocturnal forays in a Lean Burn-equipped Plymouth Volaré that stalled when it reached a stop sign — at least, until the engine temperature rose.

There’s no need for compromised Slant Six engines when Mark Fields is doing the babysitting. You see, Ford’s Max Motor Dreams cot will record the vehicle movements and sounds of your go-to driving route and reproduce them in the comfort of your home. The company even claims that the German-designed cot might see production.

That’s great, but a crib isn’t a vehicle.

So, in light of this static, motorized cot (why didn’t Ford shape it like a Fox-body Mustang?), here are some neat Blue Oval products from yesteryear: one of which will kill you, another that killed one of its two operators, and a final product that could kill your entire neighborhood.

Ford Motor Co. seems to be making plans to announce the production of a new engine in Windsor, Ontario — or at least that’s the buzz from insider sources.

We already knew the venerable V10 the company manufactures for use in its trucks and cutaway incarnations of the Econoline would be ending production sometime within the next four years.

That successor is now believed to possess fewer cylinders, a larger displacement, and be named “the 7X platform.”

Ford Motor Company has announced that it will invest $1.2 billion into three Michigan facilities to strengthen its status among truck and SUVs manufacturers and to further enhance its role as a “mobility company.” Most importantly, the cash is needed if Americans ever want to get their hands on a Bronco or Ranger again.

Many of the investments are included in the automaker’s 2015 promise to pour nine billion dollars into its U.S. plants over the next several years. In an agreement with UAW made almost two years ago, Ford said it would pour $700 million into the Michigan Assembly plant, $150 million into the Romeo Engine plant, and $400 million for Flat Rock Assembly.

While these were not the only locations promised capital, Ford released an official statement that all three would see the promised amount — or better.

In what could only be defined as an act of God urging the automaker to stop calling itself a mobility company, gusting winds ripped the 20-foot Ford logo off the company’s Dearborn headquarters.

How do I know that it was willful cosmic intervention and not simply dumb luck? Because a day earlier, Ford Motor Co. released another implausible mobility solution called “Autolivery” as if it were actively working on the technology.

Autolivery is a delivery service where an autonomous van drives a package to your home within hours and then releases a drone that carries it the rest of the way. Ford showcased the concept at the Mobile World Congress in Barcelona, along with the TriCiti and patently ridiculous Carr-E urban transportation devices. It’s my belief the universe finally had enough of Ford’s mobility marketing nonsense and removed the sign as a warning.

It’s been nearly three months since Ford introduced the seventh-generation Fiesta B-segment hatchback. We’ve still not received any U.S.-market specifics for the 2018 Ford Fiesta.

At the time, you may recall TTAC’s Steph Willems saying, “Because this was a Ford of Europe event, we’re still waiting on U.S.-specific details.”

But December and January and half of February flew by, and Ford’s U.S. PR corps still has no information to provide regarding the new subcompact. In fact, on Valentine’s Day, the day for committing to a loved one, we asked Ford to confirm the new Fiesta for the United States.

Ford declined to do so.

Is the new Ford Fiesta DOA?

My sister hates the Ford Flex.

She’s never driven a Ford Flex, mind you. She just hates the way it looks.

I, on the other hand, am a huge fan of the Ford Flex’s exterior design, particularly in Blue Jeans paint, particularly without these black wheels.

There are only two sides to this argument. There is no middle ground on which you stand and declare, “Meh, it’s alright.” Since 2008, consumers have fallen on either one side of the fence or the other. You either love the Ford Flex, or you hate the Ford Flex.

Based on the Flex’s lack of marketplace success, there are apparently too many haters. Some nine years after the Flex was launched, inspired in 2008 by the 2005’s Ford Fairlane Concept, Ford’s alternative crossover is increasingly forced into an ever-narrowing niche. The style quotient remains high — at least in the eyes of those who’ve always loved it — but the Flex now manifests too many signs of old age in a market full of remarkably competent and more popular challengers.

A few months from now, if you’re driving your Chevrolet to get serviced and accidentally pull into a Ford automotive center, they will probably have you covered. In a bid to snag a little piece of everyone else’s action, Ford is launching a new parts brand for vehicles made by other automakers.

Omnicraft, the first new brand for Ford’s customer service division in over half of a century, is part of a clever plot to steer consumers toward the Blue Oval while capitalizing on the thriving parts industry. The United States imports nearly $150 billion in auto parts from China each year. Omicraft gives Ford the opportunity to take a stab at usurping some of that business for itself.

Considering that the average car has been on the road for eleven years now, rolling out this this brand is a minor stroke of genius.

Ford Motor Company has issued two safety-related recalls for around 9,400 North American vehicles, with both issues posing a fire risk.

The automaker is ordering back over 8,000 2017 Super Duty trucks that lack proper fuel tank strap reinforcements, in addition to roughly 1,300 other vehicles equipped with 3.5-liter EcoBoost engines.