The correct choice of the company's business strategy allows to achieve the desired results, gaining a competitive advantage and occupying the desired market position. By formulating a strategy, the company seeks to occupy the desired competitive position within the industry in which it operates. Automotive industry is dynamic and turbulent, and requires companies to constantly adjust business activities in order to set a competitive position. Gaining a competitive advantage is necessary for long-term survival in the market, and the position of companies in the industry is important for choosing a strategy that will enable an advantage. This paper defines generic business strategies according to Michael Porter. A company can gain a competitive advantage over its competitors by applying Porter's generic business strategies in three different ways: by differentiation, low cost, and focus. The basic idea of the concept of generic strategies is that competitive advantage is at the core of any strategy, and its realization requires the organization to decide on what to base its competitive advantage and which strategy and area to choose. The idea of the paper is to present the business strategies of Ford Motors Company. Using secondary data sources with SWOT analyzes are presented strengths and weaknesses of the company. The analysis of 5 competitive forces shows the influences of external factors on the business of Ford Motors Company. After the analysis, it is evident that the change in market conditions is changing the company's strategy, and it is very rare in the practice of choosing only one generic strategy.