Should you buy Ford stock?

I see a lot of hype currently around Ford. There seems to be quite a few arguing for the purchase of Ford as a long term hold. The overall market seems to be pretty split on Ford, which is reasonable as the next year is a make it or break point for Ford.

Ford is the smaller of the US based auto manufacturer, but they hold a significant niche in the truck and commercial van segment. Ford’s only real current competition in this niche is RAM and currently all of Ford’s offerings are measurably better, both in consumer experiences and sales figures. You can see this with the the amount of offerings and price premiums found in the Ford van and truck line up.

The sentiment to buy in the market is usually based around 2 things:

1. Ford currently owning 35% of the truck market
2. Ford rolling out their first electric commercial van

While I do see these as encouraging moves for Ford, it should also be made clear that Ford has drug their heels to get to this point, especially in terms of the ev truck market. Thier lack of innovation has created space for lots of potential competition. This has created an environment which is ripe for disruption, and we know of many EV trucks that will soon be entering into this space.

• Tesla
• Rivian