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Why I Love Ford

|Includes: Ford Motor Company (F)

I don't drive a Ford. But I love the company. They are doing everything a major automobile manufacturer should: developing new vehicles that are in step with the times, marketing themselves in an intelligent manner, trimming their balance sheet, keeping costs inline, and earning solid profits.

Plus, the company has plenty of cash on hand, and its new hybrid cars are quickly becoming the market leaders in their niche.

Not that there haven't been missteps.

Lincoln is one such mistake.

Ford just can't seem to compete with Lexus, Mercedes, BMW, or even Cadillac in the luxury market. I want to love the new Lincolns… but I can't. They just don't compare well to the others in this very competitive market.

Yes, Ford needs to raise the bar significantly and develop a car that will really knock our socks off to compete in the luxury division. Until then, any of the aforementioned vehicles are a better bet.

But that's not Ford's core market. They don't do luxury well. But they do "family" better than anyone.

Ford has a lineup of innovative, attractive, well-built cars for young adults, families, and middle-America that are unbeatable. Frankly, where Ford is at their best, they leave GM in their dust.

Other analysts have given Ford a 12-month price forecast median target of 15.00, with a high estimate of 20.00. I think that is reasonable, but they probably won't reach the high unless we continue to see a strong Bull market, in which everything starts to rise in a frenzy.

However, even in a small Bull market, Ford has plenty of room to grow. They need to keep executing on their solid ideas, and if they can reinvent Lincoln, they will truly shine.

Let's hope they can.

Disclosure: I have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.