"Our entire business plan is constructed around the idea of being a profitable enterprise at a
lower industry sales volume and a change in the mix of what's sold," says George Pipas, Ford's sales analyst.
Tighter credit, depleted retirement savings and environmental concerns are among the forces reshaping the market The industry also faces other economic and demographic pressures, include a need for fewer cars as baby boomers age and retire; boomers trading down to smaller cars as their kids grow up, and the fact that today's car are more reliable and last longer than those of a generation ago.
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