[Image Source: CarBuyersNotebook.com]

The ford motor company announced that April's U.S. sales were down by 13% compared to those of April one year ago. That means that exactly 228,623 fewer cars, trucks, SUVs, and Edgy crossovers rolled off dealer lots. And considering that sales one year ago were abyssmal to begin with, these mark tough times for FoMoCo.

In defense, the North American market had a rough month en générale this April past.

But let's not expend too much energy comprehending the indefensible. Ford President Mark Fields is promising to "remain focused on getting the word out about the strength of our new products, and our marketing offensive is moving into high gear."

Soothing language, but I'm sure Ford's shareholders have heard it all before and it's clear that buyers (with mortgages or without) remain non-plussed.

Ford should exercise true boldness and change tack (aside from cutting jobs and giving execs raises).

[Source: Ford]