Ford: Rebuilding an American Icon (Enhanced DVD)

In 2008 the car industry in America was in crisis and many American car companies had to depend on government bailouts to survive. One CEO, Alan Mulally,had chosen to do something a bit radical to save American icon Ford Motors earlier in 2006; he mortgaged 100% of the company's assets. This meant that Ford had the capital to survive the economy crash without taking a bailout. A combination of customer appreciation for not taking the bailout and improved quality helped sales soar. This CNBC documentary explores the revival of Ford and the individuals who made it happen. Executives at Ford granted CNBC reporter Phil LeBeau unprecedented access to the inner workings of the automotive giant. Throughout the documentary LeBeau examines how Ford is working to minimize the effect of mistakes to avoid marketing and design disasters like the Pinto or the Edsel. Additionally, he showcases the engineers who redesigned and revitalized Ford's iconic Explorer to appeal to a new generation of Ford owners. Ford has also expanded into countries such as India, where the demand for new automobiles is very high. He also looks at the legacy of the Ford family and how they remain an active part of the company built by their patriarch, Henry Ford. Unlike other famous business families like the Rockefellers and the Carnegies, they are still very involved in all aspects of their family birthright, maintaining solid control of the business. 

Length: 44 minutes

Item#: BVL47284

Producer: CNBC

Copyright date: ©2010