Stacy94PGT

Ford Europe chief: High steel prices will lead to cost cuts

Reuters

LONDON -- The head of Ford Motor Co's European operations sees no opportunities to pass on the cost of higher steel prices to consumers and the carmaker will have to offset them with cost cuts.

"The pressure on some commodities, particularly steel, is of concern to us both in terms of price and in one or two areas, availability," Lewis Booth, president and chief executive of Ford Europe, told CNBC television at the Paris auto show on Thursday.

"Obviously we'll work to find other cost reductions to offset that because at the moment we don't see any opportunity to price in the marketplace. The customer isn't prepared to pay more for cars, regardless of what's going on in the commodity end of the business," he said.

He said Ford would continue to look for opportunities to share components and technologies across its car platforms to bring down the cost of parts that customers don't see and that do not contribute to brand image.

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Stacy94PGT
My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid.

My next Ford.....