Each year car companies release new products and improved models in order to increase the quantity demanded in their product. I was talking with a Ford representative and found it interesting that they were experiencing several shortages in their products. This is due to various causes. First is they are having a hard time getting key electronic equipment from suppliers in ravaged Japan. The second reason is that they failed to make an accurate sales forecast for their new product. According to the article “Ford Raises Sales Forecasts for EcoBoost F-150s”, found in the Wall Street journal, Ford did not properly plan for such demand and are left with a low supply of parts to build the trucks with the new EcoBoost engine. Ford now has a new sales forecast for 2012 and feel they will meet demand next year. So what does this mean for the customer? Typically a shortage in supply of any product will increase prices. In this case I think it means smaller factory rebates and discounts and customers may just have to wait until next year to buy that new truck they want.