Ford must rethink its brand

 Facing a booming and hyper-competitive market for electric vehicles


Ford Motor Co (F.N) needs to reshape its brand for the world's largest car market

We're going to have to rethink what the Ford brand 


Ford-brand sales were down in China in the first quarter

along with sales and market share for other established


Farley, who had just returned from a trip

The differentiation really comes down to technology and services

The have so much overcapacity in the two-door crossover 

That's why they're going big on Europe

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