Along with General Motors, Ford is cutting the price on many of its vehicles, particularly its popular F-150 pickup truck, which reportedly can see discounts of $8,000; the Chevy Silverado is said to be at a $9,000 discount at some dealers. This comes after worries that cold weather has kept buyers at home rather than in showrooms.
(Read: GM, Ford extend discount war through March)
But CNBC contributor Gina Sanchez, founder of Chantico Global, doesn't believe the bad weather or price cuts will have a severe impact on Ford.
"I think this is a temporary blip for Ford," says Sanchez. "Obviously, January sales were dismal. February [sales] they were hoping would be an uptick but, in fact, are flat…. General expectations are March, April, May, that's going to get recouped."
And, while Ford may be discounting their trucks, Sanchez, believes the market has been discounting Ford's stock to the point that it's a buy. Its price-to-earnings (P/E) multiple is 8.7 while rival GM is at 15.2.
"Ford's P/E is about 25% discount to the rest of the auto industry," says Sanchez, who believes part of the reason for Ford's discounted price is previous problems with its onboard "infotainment" system. However, she notes that Ford has taken a rather surprising action to remedy that. "They've actually dropped Microsoft. They're switching to BlackBerry, interestingly."
As well, Sanchez thinks Ford's long-term growth prospects are positive for the company. "China is still going to be huge, huge potential growth for Ford," says Sanchez. "I think the outlook for Ford is actually quite good. And, at that kind of a discount, it's a good buy."
However, CNBC contributor Andrew Busch, editor and publisher of The Busch Update, is somewhat skeptical.
"Cutting prices is usually not necessarily a good sign," says Busch. Based on the stock's technicals, he's in no rush to buy at it the moment.
"I'm not interested in really buying this stock unless we get around $10 or $11 or if it closes above $18," says Busch about Ford, which closed at $15.39 on Friday. "Otherwise, I'd [sit] back and wait for the returns to happen on Ford."
To see the full discussion on Ford with Sanchez on the fundamentals and Busch on the technicals, watch the video above.