Or so pontificates analysts at Barclays.
"While Tesla shows that a splashy strategy can overcome earnings weaknesses, in our view Ford's stock has suffered from both a lack of a 'Tweet'-worthy EV (electric vehicle) / AV (autonomous vehicle) strategy and a string of disappointing earnings and guidance," wrote Barclays analyst Brian Johnson on Tuesday. In the past year, Ford's stock is down 17%, General Motors (GM) is up 11% and the S&P 500 has gained 17%, points out Johnson, as GM issued upbeat 2017 guidance and Ford's letdown Wall Street due to investment in emerging technology. Johnson argues that GM has also made more "visible strides" in autonomous driving and electric vehicles.
First drive of a release candidate version of Model 3 pic.twitter.com/zcs6j1YRa4— Elon Musk (@elonmusk) March 24, 2017
I highly recommend the new all glass roof on the Model S. This was very hard to develop, but it makes the interior feel amazing. pic.twitter.com/ob7lqrXP4n— Elon Musk (@elonmusk) November 4, 2016
But just because Ford isn't out there doing tweet-storms of self-driving cars, doesn't mean the automaker's stock is destined to continue plummeting.
Says Johnson, "As opposed to making Twitter claims around full autonomy and electric trucks, or making large Silicon Valley acquisitions, Ford has an underappreciated strategy toward electrification and autonomy that focuses on 'strategy 101' - it is looking, for example, to cement its lead in European light commercial vehicles with a plug-in hybrid."
At this very moment, Wall Street seems to like a more cost conscious Ford rather than one that tweets pics. Shares of Ford only fell slightly Tuesday on news of a potential workforce reduction.
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Editor's Pick: Originally published May 16.