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Car demand can be somewhat elastic in the sense that people can elect not to buy a new car, purchase a used car, or lease a model until prices decline -- there are market substitutes that can be cheaper, if the car market prices goods too high, as Ford was pricing its vehicles too high, and producing too many high-cost vehicles. Also, the price of compatible goods like gas can impact the choice of vehicle consumers chose to purchase. The Toyota Prius' popularity grew with the price of gas.
A g. (as the 2008 Presidential campaign begins to heat up) will likely mean that consumers will be hesitant to buy new, big-ticket items in general, except for hybrids and vehicles that can save them money in the long run. Ford must make a move to meet this new demand for more fuel-efficient goods.
Competitors
Ford's North American operations lost $1.6 billion in 2006, and its share of the U.S. market sank to 17.4%, versus its 24.1% share in 2000 (Lassa, 2007). It has failed even with the Focus to challenge Toyota's dominant of the increasingly important mid-sized vehicle market, and Toyota's non-unionized labor force and less crippling pension and retirement plans for its employees may still prove difficult for Ford to overcome.
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Supply and demand analysis more sluggish U.S. economy, concerns about the Middle East and the future of oil, environmental concerns about
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Impact of government regulations
The Federal Reserve Bank's regulation of interest rates plays a key role in demand for cars. At present, interest rates are at record high, even though the Fed is likely to back off from increasing them again, as the economy appears to be slowing. Also, a greener Democratic administration might mean future limits on emissions standards, and increased rewards for hybrid drivers, and Toyota is still synonymous with hybrids in the consumer's imagination.
Works Cited
Lassa, Todd. (2007). "Ford brass unveils rescue plan. But is it enough?" Motor
Trend. Retrieved 30 Jun 2007 at http://www.motortrend.com/future/spied_vehicles/112_0604_ford_motor_co
Webster, Sarah. (29 Jun 2007). "Ford leaders talk global warming, fuel economy in letter." The Detroit Free Press. Retrieved 30 Jun 2007 at http://www.freep.com/apps/pbcs.dll/article?AID=/20070629/Business01/70629071/1014/Business01
Works Cited
Lassa, Todd. (2007). "Ford brass unveils rescue plan. But is it enough?" Motor
Trend. Retrieved 30 Jun 2007 at http://www.motortrend.com/future/spied_vehicles/112_0604_ford_motor_co
Webster, Sarah. (29 Jun 2007). "Ford leaders talk global warming, fuel economy in letter." The Detroit Free Press. Retrieved 30 Jun 2007 at http://www.freep.com/apps/pbcs.dll/article?AID=/20070629/Business01/70629071/1014/Business01
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