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Ford: Looking to Fast Forward

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By John Critchley & Christopher Yip

With debt ceiling discussions eating up all the media space lately and crude oil prices retreating from the $100 level back down below $90 per barrel, American automobile companies have not been in focus in the recent weeks. But as earnings season winds down, American autos are beginning to look interesting again. GM (GM) announced earnings this past Thursday, August 4th, trumping expectations with EPS coming in at $1.54 per share versus an estimate of $1.20 per share. But even a great quarter and amazing sales growth year over year could not help prop up GM shares on Thursday as all three major indices opened and sank more than 4% each for the day.

The new threat to auto sales, however, stems from much larger macro factors and is in fact, not an isolated threat to the auto industry but is a threat to the general economy. June’s unemployment rate signaled a critical continuation that U.S unemployment numbers have reversed and unemployment is now on the rise again. The February unemployment rate was pinned at 8.9% with June’s unemployment rate tagging 9.2%. Consumer spending in the past few months has been up and down which ultimately reveals uncertainty in consumer behavior. More importantly, recent studies show that rather than actually spending money on new goods, consumers are using money to pay mortgage loans and credit card debts. There are now serious concerns about the financial health of the U.S and the stability of the global economy. Discussions of a double dip recession caused by a slow growing economy are pushing equity markets lower. Should symptoms of poor economic health continue to pour out, it can be assured that GM and Ford (NYSE:F) will not be spared.

Which of the two auto giants is more

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