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                                                                  EXHIBIT 99.10


                     CONSENT OF J.P. MORGAN SECURITIES INC.

We hereby consent to (i) the use our opinion letter to the Board of Directors of
Ford Motor Company (the "Company") included as Appendix C to the Proxy
Statement-Prospectus which forms a part of the Registration Statement on Form
S-4 relating to the proposed merger of the Company with Ford Value Corporation,
a wholly-owned subsidiary of the Company, and (ii) the references to such
opinion in such Proxy Statement-Prospectus under the captions "Summary -
Recommendation of Ford Board of Directors", "The Recapitalization - Reasons for
the Recapitalization; Structure of the Recapitalization" and "The
Recapitalization - Opinion of J.P. Morgan".  In giving such consent, we do not
admit that we come within the category of persons whose consent is required
under Section 7 of the Securities Act of 1933, as amended, or the rules and
regulations of the Securities and Exchange Commission thereunder, nor do we
hereby admit that we are experts with respect to any part of such Registration
Statement within the meaning of the term "experts" as used in the Securities Act
of 1933, as amended, or the rules and regulations of the Securities and Exchange
Commission thereunder.


Very truly yours,

J.P. Morgan Securities Inc.

/s/ J.P. Morgan Securities Inc.

June 27, 2000

CEN: 96759