Would be really nice to see F turn around: https://finance.yahoo.com/quote/f?ltr=1
Ford needs -
1) Better styling. I just bought a Grand Cherokee, and despite the 2020 Ford Explorer being RWD, I would never consider a Ford vehicle. Their exterior/interior styling is bland.
2) An off-road sub brand to compete against Jeep. The upcoming Bronco/baby Bronco/Ranger is a start, but Jeep is making a killing with the brand image despite 95% of people only taking their Wranglers over curbs in a mall parking lot. The 'dream' sells. They need to compete with Jeep in off-road prowess to sell the dream.
3) High performance trim levels for 2020+ vehicles high margin vehicles (Nautilus, Explorer, Aviator, F150, Mustang, Navigator) with hybrid/electric options that have a sub 10.5 second quarter mile.
Maybe there will be a hatchback Miata by that point.
Jeep is making a killing because mom wants a convertible with a second row for little Jimmy and dad knows she'll spend a lot of time going sideways if she doesn't have AWD then they once they're on the lot they realize that it's grossly overpriced for what it is and not a very practical SUV. At that point any half-competent salesman can get them to sign a lease on a Compass or GC.
Not sure about 3 with the F150. People are still wary about the turbos over the coyote (including a lot of misinformation and paranoia), much less electric. Maybe it'll be a boon for fleet trucks.