It's an exaggeration to say they took Neon guts and built a truck over it, but took a lot of things in that platform and modified it.

It was a bit disappointing.

We acknowledge the risk that incentives may move higher. This risk is particularly acute considering the potential for a softening of auto sales, and considering all the capacity coming on line between 2000 and 2003.

The problem with a lot of cars introduced is achieving differentiation. Most new vehicles rather quickly have to have price concessions. This thing is very unique.

Sales of 16 million now looks a lot less profitable than 16 million did a few years ago.

The full benefit of the 18 million vehicle sales pace a year ago was never really achieved because of severe negative pricing over last couple of years. What's going to happen as auto demand decline you're not going to see pricing go up, you'll see pricing go down more.

I think it's almost impossible for Ford to distance themselves from the problem, but I think they've done a very good job conveying responsiveness to the U.S. consumer, obviously being more responsive than Firestone has.

While this certainly sounds dramatic, we fear it may not be enough. Unless the Big Three break their pattern of deflation and market share losses, it is likely that each of them will experience reductions in profitability despite their restructuring effort.

It's the worst thing that can happen if you're trying to launch a new product.