['08 rank - not ranked]
In an industry ravaged by the recession, Ford stands out as the only Big Three US automaker to forego federal aid. With President Obama's federal fuel economy mandate top of mind, Ford's V-6 EcoBoost engine, which will improve fuel economy by 20%, should be in 90% of its models by 2013. These are two huge points around which Ray Day is basing a strong credibility message. Ford also continues to bolster its Web presence – as evidenced by TheFordStory.com and Twitter interviews with CEO Alan Mulally. It also faces numerous challenges stemming from not using TARP money. Considering these factors, Day has unprecedented opportunity to shape the blue oval's message.