Company profile
SEC EDGAR ↗- Industry
- Motor Vehicles & Passenger Car Bodies
- Listed
- NYSE: F
- Incorporated
- DE
- Headquarters
- Dearborn, MI
- Fiscal year end
- Dec 31
Financials
FY2025- Revenue
- $187.3B
- Net income
- −$8.16B
- Total assets
- $289.2B
| Fiscal year | Revenue | Net income | Total assets |
|---|---|---|---|
| FY2025 | $187.3B | −$8.16B | $289.2B |
| FY2024 | $185.0B | $5.88B | $285.2B |
| FY2023 | $176.2B | $4.35B | $273.3B |
| FY2022 | $158.1B | −$1.98B | $255.9B |
| FY2021 | $136.3B | $17.9B | $257.0B |
| FY2020 | $127.1B | −$1.28B | $267.3B |
Reported fiscal years from SEC filings (10-K) — SEC EDGAR ↗. Stratrix is a strategy publication, not a real-time financial data service.
Decisions on record
5 verified Decision Records on Ford, and the casebook each one belongs to.
| Fork date | Decision type | The story | Casebook |
|---|---|---|---|
| 2006 | The Turnaround | Read the story → | The Turnaround Casebook → |
| 2018 | Cannibalization Choice | Read the story → | Cannibalization Choice Casebook → |
| 2022 | Bet-the-Company | Read the story → | Bet-the-Company Casebook → |
| 2022 | Adjacency Expansion | Read the story → | Adjacency Expansion Casebook → |
| 2022 | The Money Machine | Read the story → | The Money Machine Casebook → |
Run one of these yourself
The decisions Ford faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
Growth & PortfolioThe Adjacency ExpansionWhen does the business next door belong to you?See the pack →Business ModelThe Money MachineWhere does the money actually come from, and who sets the rate it comes in at?See the pack →Decision ForksThe CannibalizationShould you launch the thing that takes revenue from your best business?See the pack →
The analyses
The Adjacency Expansion · Growth & Portfolio
Ford's 2022 Split Exposed a Gas Cash Machine Funding EV Losses That Hit $5.1B
In March 2022 Ford carved itself into separate P&Ls — and the discrete books revealed what the old regional reports hid: a gas-engine cash machine quietly funding an EV division that lost $2.1B in 2022, then $4.7B, then $5.1B.
7 min
The Money Machine · Business Model
Ford Calls Model e a Startup; the Ledger Shows $16 Billion Lost and a Target Moved to 2029
Ford likes to frame Model e as a startup burning cash to win the future. But cumulative EBIT losses topped $16 billion since 2022, the 2026 profit target slipped to 2029, and in 2025 Ford wrote down $10.7 billion of EV capacity it no longer expects to use.
8 min
The Cannibalization Choice · Growth & Portfolio
Ford Killed Its Sedans as a Cornered Company — and a Tariff Accident Left It One Car
In April 2018 Ford announced it would phase out nearly every car it sold in America. It looks like a bold pivot to trucks. It was closer to a financially cornered company reading numbers the market had already written - and one tariff accident left it with a single car.
7 min
The Gamble · Decision Forks
Ford Built a Stadium for the Electric F-150. Then 40,000 People Showed Up.
The F-150 Lightning is remembered as proof America rejected electric trucks. The numbers say otherwise: it held 72% of its segment. Ford's real miss was building for 150,000 units a year, never clearing ~40,000, and pricing a $39,974 promise up to $59,974.
8 min
The Succession Question · People & Control
Ford handed a Boeing man the keys in 2006 — then let him pawn the Blue Oval
In September 2006 Ford's board hired Alan Mulally, a jet man who had never sold a car, to run a company posting a $12.7 billion loss. That same year it pledged its factories and its 103-year-old trademark for a $23.5 billion loan — the collateral, not the outsider, is why Ford alone skipped the bailout.
7 min
The Turnaround · Crisis & Reinvention
Mulally Saved Ford by Borrowing Before the Storm. The EV Storm Won't Wait.
Ford's 2008 record loss was $14.6 billion; by 2009 it posted a $2.7 billion profit. The turnaround is real - but the credit line was arranged before Mulally shaped strategy, and the profit leaned on a $3.4 billion debt-gain. The discipline that saved Ford was never tested on electrification.
8 min