Ford Motor Company is an American automaker founded in 1903 that has faced difficulties in recent years but has emerged from the recession without government bailouts. Ford raised billions in loans during the economic downturn by putting up assets as collateral. While Ford lost billions in 2008 due to plummeting sales, the company has since increased market share and outsold GM in 2010 by shifting focus to its core brands and smaller, more fuel-efficient vehicles. Ford aims to convince consumers to choose its trucks and cars over competitors by emphasizing quality, fuel efficiency, safety and value through its marketing and social media strategies.