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Ford's raised guidance and second-quarter earnings beat make the surface case: better operations, resilient vehicle pricing, a product mix weighted toward its higher-margin vehicles.
The F-Series, Ford says, is recovering on track. What complicates that claim is that the company is the only one making it.
What Ford is citing and why it matters Ford pointed to three internal drivers for its improved performance and the decision to raise its full-year outlook: operational improvements, pricing that has held up in the market, and a shift in sales mix toward its most profitable products.
The F-Series pickup sits at the center of that last point.
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