Ford lost $5.8 billion in Q3 2006

If this is their idea of Way Forward, I’d hate to see what happens if they go retro. The poor blue oval of an automaker is going through some tough times these days, reporting a fairly hefty $5.8 billion loss for the third quarter of this year. This translates to a $3.08 loss per share (compared to the 15 cents/share over the same period last year).

They know things aren’t going well. CEO Alan Mulally recognizes that this is “clearly unacceptable”, and they will need to follow the emerging needs of the consumer for “smaller, more efficient vehicles”, no longer being able to rely on the lucrative F-series truck, and so on.