When the Great Depression hit America, it came via a stock ticker, not via news outlets that are hyperventilating, and cable personalities that report around the clock.

So, what happens when every reporter on TV tells America that there isn’t any credit? Naturally, people believe them and assume that there’s no credit.

That is why Ford is trying to make it abundantly clear that its finance company is still lending to people who are shopping for cars. Ford’s financing will lease to and lend to people who have decent credit ratings, according to head of marketing and sales. In other words, consumers’ credit ratings don’t have to be sparkling and perfect.

Now the main challenge in this difficult market is for Ford to communicate that to buyers. Chances are that advertising will begin highlighting the fact that many automakers, not just Ford, still have loans that are available to most car shoppers. This is a major contrast to the latest news from GMAC, which restricts credit. Car shoppers can also feel encouraged that there are many great car deals out there and new car warranties are huge.