David Thursfield, one of the architects of Ford of Europe's last turnaround plan, now must jumpstart the company again.
The turnaround plan has stalled, following a $525 million loss in the second quarter and the resignation last week of Martin Leach, president of Ford of Europe.
Cost-cutting efforts are not working as planned, some suppliers say. And Ford's brand image needs strengthening, despite new products.
Thursfield, known as a blunt and forceful executive, has remained chairman of Ford of Europe, even though he transferred to North America in 2001 to run global purchasing and international operations.
Before Thursfield left Europe, he and Nick Scheele, now COO of Ford Motor Co., established the cost-cutting and product plan that the company said was restoring financial health at Ford of Europe.
The troubles in Europe are particularly bad news for Ford Motor because CEO Bill Ford borrowed elements of Ford of Europe's plan for his North American turnaround plan.