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Ford Comeback Not Secure Yet

The road ahead is not yet smooth for Ford, analysts warn.

Ford is marking a turnaround from its years of "near collapse," and the new slogan it is using to show that it's here to stay is "Go Further," Reuters reports. It could be justified in its renewed confidence, as the source points out that Ford is set to report the 11th

Ford is marking a turnaround from its years of "near collapse," and the new slogan it is using to show that it's here to stay is "Go Further," Reuters reports. It could be justified in its renewed confidence, as the source points out that Ford is set to report the 11th quarterly net profit in a row on Friday.

"We are at a different point now in our company's history," Jim Farley, Ford's global head of sales and marketing, told the news outlet.

Yet some are skeptical that Ford is in the clear. Joann Muller writes for Forbes magazine that at a recent car show, the company was trying to deliver a message with the presentation of its new Fusion, one that was "unmistakable aggressive, arguably arrogant: Ford just redefined the midsize-car market."

But buying into "its own hype" could blind the company to warning signs later on, Muller notes. She cites other recent Ford roll outs that fell flat, including the Fiesta and the Focus.

"Overconfidence is what got Ford into big problems last time around," Muller reminiscences, noting that in 2000, productivity and quality started to slip, followed by deep discounts following Sept. 11, 2001 and the recession in 2008.

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