Ford to Work With Baidu as It Seeks to Stop Slide in Chinese Sales

Ford Motor (China) Ltd. and Baidu have signed a letter of intent to explore ways the two companies could collaborate in the Chinese market, including on technology and digital services for connected cars and digital marketing, Ford said in a statement Wednesday. The alliance, if completed, would be a big win for Ford, which is lagging behind rivals in the Chinese market when it comes to in-car technology and connectivity. The partnership could help boost Ford's brand image in the country, where the auto maker's joint-venture sales continue to slide amid stiff competition from both local and foreign brands. Once a highly profitable business for Ford, its Chinese operations posted a loss in the first quarter, in part because of the company's failure to appeal to the technology-loving Chinese consumer. Ford Chief Executive Jim Hackett is working to expand the auto maker's expertise in new digital and connected-car services by forging partnerships across the globe.