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Ford Motors

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Ford Motors (Ford Europe):
The American-based company has ramped up its investments in flexible manufacturing and advanced powertrain production with aim to grow its small-car lineup, produce more fuel-efficient transmissions, and fortify its worldwide truck leadership position.
This expansion and commitment to small fuel-efficient cars puts it in direct competition with FIAT, more heavily in the American market than in the European market, being that Ford has a significant hold on the American Market in comparison to FIAT as a new entrant. Not only does Ford have the competitive advantage of defending its truck/SUV position in a nation of truck and SUV drivers (America; historical aversion to small cars), but a pre-existing reputability and domestic consumer awareness (vs. FIAT with its shoddy reputation for quality). Ford can use its foothold in the truck/SUV market to capture the new small car market, its current market share in the U.S. is 15.3 percent. However, FIATs acquisition of Chrysler may strengthen their American positioning. Unfortunately it is too soon to really tell.
Comparable product offerings: Ford Focus and Ford Fiesta when compared to FIAT Punto and FIAT Panda.
Peugeot:
This France-based company is a huge competitor to FIAT based on product offerings, as it focuses on the same niche: passenger cars and light commercial vehicles (many fuel efficient/hybrid). It currently has a European market share of 17.4 percent compared to FIAT at 6.5 percent. However FIATs recent initiatives show that it could beat out the competition.
Peugeot and FIAT are both controlled by holding companies, operate in the continental European mass market, have relatively weak competitive positions outside of Europe, and had generally been long-time beneficiaries of strong local banking relationships and supportive local governments. The EU crisis hit each of these companies particularly hard and exposed them as not competitive enough on a global scale. In the depths of the financial crisis, Peugeot’s holding company remained passive, comparatively taking little to no aggressive actions to confront its challenges, where Fiat’s holding company, Exor S.p.A. (“Exor”) has been far more aggressive. For example the company’s acquisition of Chrysler which addresses Fiat’s exposure to the long-term problems facing the European auto market. Cost cutting at Fiat has also been impressive, helping them (even excluding Chrysler) to remain modestly profitable in the current environment.

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