• Detroit Free Press, Tuesday, June 2, 2009 11 AM

Brent Snavely says Ford not only has to wisely manage the $21.3 billion in cash it holds in reserve but also has to find a way to hold onto the market share it has gained recently without getting sucked into a pricing war as GM and Chrysler dealers step into going-out-of-business mode.

Part of Ford's increasing share can be attributed to the popularity of its new models, but some customers say they like the fact that Ford isn't borrowing federal funds. Ford says that it can survive without federal loans as long as industry sales don't drop below 9.2 million cars and trucks in the U.S. or 11.7 million in Europe. Current projections are above those levels.

Ford expects to continue its momentum through dealership marketing initiatives and a 10% increase in production in North America. It plans to produce 150,000 cars and 310,000 trucks in the third quarter, according to a spokesman. But Ford sales analyst George Pipas acknowledges that the summer will be difficult as closing Chrysler and GM dealers unload vehicles, driving down prices.

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