Thereafter, in June 1938, as a direct signal of approval that Ford cars sold in Germany were finally being made entirely in Germany, the Nazi government placed an order for 3,150 custom-designed, three-ton V-8 trucks based on an assurance from Ford's headquarters that the vehicles were not being intended for military use (Baldwin, 2001). According to this author, "There was no danger of war on the horizon; besides, if the German consumer market did not warm overwhelmingly to the four-cylinder Ford 'Eifel' sedan, then the company needed to go with the demand for other vehicles" (Baldwin, 2001 p. 283). This rationalization of the economic benefits to be gained from doing business with the up-and-coming Nazi regime was regarded as a major breakthrough for Ford; moreover, the Ford board of directors also encouraged the Dearborn and Dagenham factories to purchase tractor parts, transmissions, and axles manufactured in Germany, as a further indication of good will and tacit approval of what Germany was doing to stimulate future German export activities (Baldwin, 2001). In this regard, Baldwin emphasizes that, "Stockholders were pleased to see Ford AG foreign sales triple. In 1938, for the first time in its history, Ford AG paid a dividend. A year later, the company changed its official name to Ford-Werke, AG, 'as a symbol of its wholly German identity'" (2001 p. 283).
In light of these developments, Henry Ford was delighted when, upon the occasion of his seventy-fifth birthday, July 30, 1938, he became the first American recipient of the Verdienstkreuz Deutscher Adler -- the Grand Service Cross of the Supreme Order of the German Eagle (see Figure 1 below). Despite what some of the popular media had reported at the time, the presentation of the award, created by Hitler in 1937 "as the highest honor given by Germany to distinguished foreigners," to Ford, was not a surprise, having been announced previously at Ford's birthday dinner before an invited audience of more than 1,500 prominent Detroit citizens (Baldwin, 2001).
Figure 1. Henry Ford receives the Grand Cross of the German Eagle on his seventy-fifth birthday, July 30, 1938.
Source: Baldwin, 2001 p. 284.
Notwithstanding his achievements, his later years - like Hitler's - were characterized by the type of mismanagement and the sort of poor judgment that seems to affect those with such seemingly unlimited power. Ford's reliance on others was not misplaced early on, but it would seem that his judgment became flawed and he simply lost touch with what people wanted. More importantly, he also lost the ability to even keep track of how much money he was making. According to one biographer, because Ford's international reputation attracted much attention from journalists, and Ford's libel suit against the Chicago Tribune in 1919 led to an investigation by the lawyer for the newspaper that highlighted Ford's lack of education; moreover, anti-Semitic articles in Ford's publication, the Dearborn Independent, resulted in still more legal controversy and he was compelled to apologize for the articles (Ford, 2007).
More importantly, at least from an entrepreneurial perspective, Ford appears to have lost his edge over the years as complacency and Ford's own sense of infallibility seem to have caught up with him. In this regard, "Ford was also a poor manager who failed to capitalize on his company's early success. In the 1920s he failed to respond to consumer tastes by introducing new models and the company fell far behind General Motors. By the time of his retirement, the company's accounting procedures were so primitive that Ford's managers were unable to accurately tell how much it cost to manufacture a car and the company was losing $9.5 million a month" (Ford, 2007 p. 3).
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