General Motors or Ford: Which Auto Biggie is a Better Buy Now?

Core Insights - General Motors (GM) outperformed Ford in 2025, achieving its highest market share in a decade at approximately 17%, while Ford ended the year with a market share of 13.2% [3][8] - Both companies are facing challenges in electric vehicle (EV) demand and high tariffs, but they continue to invest in innovation and technology [2][6] - GM's software and services business is becoming a significant profit driver, with deferred revenues expected to reach $7.5 billion by the end of 2026, a nearly 40% increase from 2025 [4] - Ford's focus on affordable EVs and its Ford Pro and Energy platforms positions it for diversified growth, with a projected EBIT of $8-$10 billion in 2026 [7][9] General Motors (GM) Summary - GM expects North America EBIT margins to improve to 8-10% in 2026, up from 6.8% in 2025, driven by lower costs and a stronger product mix [3] - The company repurchased $6 billion in shares and paid over $500 million in dividends in 2025, with a new $6 billion buyback program approved [5] - GM incurred $7.6 billion in EV-related charges in 2025 due to weaker demand and tax incentive changes, with expectations of smaller charges in 2026 [6] Ford Summary - Ford's Ford Pro division saw a 30% growth in paid software subscriptions in 2025, and the company plans a $1.5 billion investment in its Energy platform [9] - The company anticipates a significant reduction in tariff costs to about $1 billion in 2026, easing some financial pressure [11] - Ford's high dividend yield of over 4% is attractive for income-focused investors, and the company is restructuring its EV business to focus on affordability [10] 2026 Outlook: GM vs. Ford - GM projects adjusted EBIT of $13-$15 billion in 2026, with automotive operating cash flow expected to rise to $19-$23 billion [13] - Ford expects adjusted EBIT of $8-$10 billion, with free cash flow improving to $5-$6 billion [12] - Both companies are seen as investor-friendly, with GM focusing on buybacks and dividends, while Ford emphasizes high-yield payouts and disciplined capital allocation [20] Valuation Perspective - Ford currently appears more attractive from a valuation standpoint, particularly on a price-to-sales basis, suggesting potential upside for investors [17] - Consensus estimates favor Ford, projecting stronger year-over-year earnings growth for both the current and next fiscal year [21]