This week, Ford, one of the biggest car makers on the planet, announced massive losses of $8.7 billion - equivalent to about £4.4 billion.
The deteriorating economy in the United States is thought to be a major reason for such a slump in the company's fortunes, as, like most US car makers, Ford is reliant on sales of large pick-up trucks and SUVs.
American buyers have finally begun to shy away from the traditional 'gas guzzlers' as the increasing price of oil has seen petrol prices rocket to record levels.
In a bid to stem further losses, Ford has announced wide sweeping changes to its American operations, including switching production in three of its truck factories to more fuel-efficient cars.
It is expected that Ford will shortly reveal plans to sell its newest European models in the US, which is likely to include the new Fiesta and perhaps even the Kuga compact SUV.
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