Although we cannot say that General Motors’ strategy is
genuinely better than Ford’s, one thing is clear. General
Motors has pursued the benefits of global marketing strategy
methodically over time, whereas Ford seems to have been
swayed more or less by ‘‘fads’’ of global marketing strategy.
Although the recent global recession has caused an unprecedented
retrenching not only for General Motors (now
emerging from its recent bankruptcy) and Ford but also for the
the whole auto industry including a seemingly invincible
Toyota, GM-Ford rivalry is likely to continue. One thing is
clear, however. Both U.S. automakers will continue to struggle
in the face of competition from Japanese, Korean, and even
Chinese automakers in ckina