He must boost spirits of Ford's unhappy salaried workforce--and rebuild relations with unions, dealers, suppliers, and investors.
Among the big carmakers, Ford (F ) now ranks lowest in terms of quality. That has caused delays in the launch of products such as the T-Bird and has led to embarrassing recalls on its new Escape and Focus models.
STRENGTHEN THE LINEUP
Longtime best-sellers such as the F-150 pickup series and the Explorer are fading. Ford needs fresh product to regain market share, raise revenues, and reduce the need for costly marketing incentives.
To restore short-term profits, Ford will have to sell assets, squeeze suppliers, trim its workforce, and idle excess capacity. Eventually, Ford also needs to design lower-cost vehicles.