Overshadowed by all the hoopla surrounding Ford posting much better than expected earnings ($.68 a share vs. Street expectation of $.40) is the story of why Ford is knocking the cover off the ball.
Right now it's all about Ford getting more profit per vehicle.
A testament to Ford having not just the models, but also the content customers are willing to pay extra to include in those cars and trucks.
It's proof that American automakers can win with product, not incentives.
This is exactly what Ford CEO Alan Mulally said Ford would do when he took over the company four years ago. At the time, few outside of Ford headquarters believed him. After all, for years Ford and its fellow Detroit automakers were in the money losing game of throwing out bigger and bigger incentives to win over buyers.