Higher sales for every brand and in every product category propelled Ford to a 24 percent sales increase in January versus a year ago. Ford cars were up 43 percent, crossovers were up 20 percent, sport utilities were up 8 percent, and trucks and vans were up 14 percent. Among brands, Ford sales were up 26 percent, Lincoln sales were up 16 percent and Mercury sales were up 6 percent.
Market share up
Ford estimates its January U.S. total market share was approximately 16 percent – about 2 percentage points higher than in January 2009. Last year, Ford posted its first full-year U.S. market share increase since 1995.
Plus, every consumer metric about the Ford brand – including favorable opinion, consideration, shopping and intention to buy – ended the year at record levels. Last year, favorable opinion improved 27 percent and intention to buy Ford increased 30 percent.
Resale value up
Among full-line manufacturers, Ford, Lincoln and Mercury vehicles recorded the largest gain in resale values from the 2009 to 2010 model year. The projected resale value of Ford vehicles increased by more than $1,300 per vehicle. Ford already holds a resale value advantage over its U.S.-based competitors, and it continues closing the gap on key imports with some Ford vehicles already having surpassed competing foreign vehicles.
Fleet sales up
In January, Ford sales to fleet customers more than doubled last January’s depressed levels (up 154 percent) when most fleet owners deferred vehicle purchases due to the credit crunch and uncertain business and economic conditions.
Ford posted gains in every fleet market – commercial, government and rental. On an annual basis, a majority of Ford’s fleet sales are to commercial and government customers where the Ford F-Series truck and Econoline van have long been top sellers. Today, products such as Fusion, Taurus and Escape are popular choices among fleet customers.
Quotes
“Ford’s focus on building products consumers want to buy and love to drive will continue. In 2010, we will give Ford customers even more reasons to Drive One.”
– Ken Czubay, Ford Vice President, U.S. Marketing Sales and Service
“People increasingly are discovering that the Ford difference is the strength of our products, particularly our leadership in quality, fuel efficiency, safety, smart technologies and value.”
– Ken Czubay, Ford Vice President, U.S. Marketing Sales and Service
“Resale value is a key indicator of brand health and an important contributor to the total value equation. Fleet managers monitor vehicle operating costs very carefully. They are giving Ford more consideration because of our improving resale values.”
– Ken Czubay, Ford Vice President, U.S. Marketing Sales and Service
Tags: Fleet Sales, Ford, Ford Motor Company, Market Share, Resale Value, Sales
