Ford's Alan Mulally turnaround (2006-2010)
In 2006 Ford mortgaged nearly all its assets, including the blue oval logo, to raise about $23.6 billion. CEO Alan Mulally cut brands and models and focused on core trucks and cars. Ford was the only Detroit automaker to avoid a 2009 bankruptcy bailout.
Ford returned to profit in 2009 while General Motors and Chrysler went through government-backed bankruptcies.
The episode set Ford's habit of pruning to protect margins, the same discipline behind its 2026 segment reporting.
Today's story is another margin-first chapter: Ford leaning on pricing and mix rather than volume to hit its profit target.
