Ford needs more appealing products, period. Ford owns;

Aston Martin
Jaguar
Land Rover
Lincoln
Mazda (33%)
Mercury
Volvo cars

Only mazda and ford actually produce daily commuter cars, the rest generally produce higher end stuff. Stuff in a niche. Ford keeps shooting itself in the foot by making crappy cars, they went from the taurus to the whale (aka, the 500). The mustangs, while 'OK' are cheaply made. Go sit in one. It feels like poo, EVERYTHING is mile crate plastic. The F-150, while still a top seller, is losing market to GM and Toyota. Only other things they have are the focus which has little appeal to new buyers. Mazda has the 3 series, and thats about it. Ford needs to build a spunky, low cost, fuel efficient car. I'm not talking like a chevy aveo low cost, but something that a buyer would take a second glance at over a civic or an accord.