Ford Business Plan

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Barclays analyst Brian Johnson said he's worried Ford "does not have a good handle on either the operational or strategic levers of the global business." On a conference call with Ford executives, Morgan Stanley's Adam Jones said Ford's communication strategy is "just not good enough," and accused Ford of "teasing the market with these very large numbers." He questioned whether CEO James Hackett is going to last in his job.

RBC Capital, Barclays and Craig-Hallum analysts lowered their estimates for Ford's stock. Related: Ford says it will spend $11 billion to remake its business Here's what we know: Ford said it would set aside $11 billion over the next three to five years to reshape the way it does business.

We have 16 models that are in design and development.

We have a pretty big surprise coming next year," Hackett told CNBC's Phil Le Beau on the sidelines of the Detroit Auto Show, which kicks off this week.

Ford has previously announced its plans to invest $11 billion in electric vehicles by 2022 and produce 40 hybrid and fully electric cars, in a plan to revive its slowing business.

However, the company's chief told CNBC that drivers should be prepared for 'a big surprise' from Ford."We talked about a huge investment in electric vehicles.That's a big concern, because those locations were areas of strength just last quarter.In the middle of a trade war, Ford setting aside so much cash is risky.Related: The trade war is starting to hurt American automakers Ford's stock sank 6% on Thursday and closed below for the first time since 2012, but investors aren't exactly panicked.JPMorgan analyst Ryan Brinkman said the restructuring charges are a good thing. Second-quarter earnings weren't great, and the company cut its profit outlook because of weak sales in Europe and Asia.The company said it will be a different but "much stronger" business. "If you think about what that business looks like, it's going to be a business that rocks," Shanks said on the call with analysts. The company also canceled its investor day in September, saying that it needed time to get its ducks in a row.Ford argued that it has so many stakeholders to talk to, and it is still identifying which areas of the business it needs to focus on.We have on average the oldest fleet in the industry and we are going to have average the newest fleet.75 percent of the portfolio is being turned over," the CEO said.The company is also in the middle of a massive restructuring with an aim to slash costs by billion over the next five years.Ford recently announced plans to cut thousands of jobs in Europe as well as discontinuing some unprofitable lines there.


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