You got to listen to the exact wording. Every year the big companies(car makers, financial institutes, oil companies and others have to make out a prospectus to keep their shareholders informed to the health of the company. In that prospectus is the "estimated profits" for the coming year. So their best guess through their graphs and charts is X billion dollars"in profit".. Now the analizing accounting is a vague science because of wording. Very lawyer like.
If they don't make the forecasted profit they are claiming a loss (when in reality they still made a profit-but not as much as they thought their crystal ball or dartboard indicated.) So they can call "that" a loss. OK, one or even 2 years there can be a shortfall in the amount of profit expected(they are realistic about that and may even have insurance for it). But when it continues year after year that the profits are less than what was expected, the insurance won't cover it any more then they look for other ways to increase the profit margin. Remember, we are still talking "profit".
Should they get help from the government(or to be more exact "my tax money". My answer is "N.F.W.".
Any other small business has to adjust to a decrease in sales by either decreasing wages, staffing levels, or asking price of product in order to get the people to continue buying the product(and still have to put out a good-if not better product"because there is competition out there that is selling a better similar product for less).
People in a free capitalist society have freedom of choice and they choose something other than the highly priced no better than before"just a different cheap gadget with a different paint job product as before".
I am betting the heads of the firms were wishing that it was "law" to make consumers by Chevy.(just like in former USSR)every 2 years. No matter what the price.
They would not even have to advertise saving even more money.
Remember too, there is more than one way to read a balance sheet. That should be obvious by change in government(whether it be local, civic, state or federal) What the former government claim for a deficit and what the new government claim are 2 different set of numbers. How can that be on an exact science. (you could not fudge the numbers on your tax form without spending some serious time in prison for doing it)