Ford Sales Drop 32 Percent In December

Edward Niedermeyer
by Edward Niedermeyer
ford sales drop 32 percent in december

Or, as the FoMoCo PR types put it, “F-Series Drives Ford To Higher Market Share For Third Straight Month.” And, to be fair, this is the first time since 2001 that the company’s Fourth Quarter market share was higher than a year ago. As usual though, the real story comes in the final sentence of Ford’s press release, which reveals that “for the full year of 2008, Ford, Lincoln and Mercury’s market share is estimated at 14.2 percent, down 0.4 points versus a year ago.” On the bright side though, “this marks the company’s smallest decline in market share this decade.” Party!

By brand, Volvo is down the most, posting a 47 percent drop, with Ford and Mercury posting drops in the 30 percent range and Lincoln finishing strong with only a ten percent drop. SUVs are down over 50 percent for the Ford, Mercury and Lincoln brands, with other vehicle categories down about 30 percent.

Individual model sales reveal a few interesting points. The Taurus sold only 453 more units than did the venerable Crown Victoria. Mustang was down over 50 percent this December, selling only 4,027 units. Edge (5,937) is down 56.7 percent, selling at nearly half the rate of the Escape (10,967) and twice that of the Flex (2,685). Taurus X dove over 79 percent, moving only 971 vehicles. Fusion and Focus fell more softly, selling 10,274 and 11,671 units respectively. Expedition and Explorer sales were cut in half compared to last December, although Ford did sell 41,580 F-series trucks, down only 24.5 percent from last year.

Lincoln’s numbers are more than a bit misleading. Navigator and Mark LT lead the losses with roughly 50 percent losses, while MKX dropped 45.2 percent and MKZ dropped 34.2 percent. But Lincoln’s “only” ten percent drop as a brand since last year is the result of the new MKS, and a mysterious 605 percent increase in Town Car sales. Ford doesn’t even tout this Lazarus act in its PR copy, only noting that “fleet sales were down 42 percent (including a 57 percent decline in daily rental sales), consistent with Ford’s plans.”

On planet Mercury, the Mariner is up 41 percent, but overall sales are down 29.8 percent. Can you even name all the Mercury models which dragged that number down? We doubt it.

Volvo’s S80 is up 30 percent and C30 is down only ten percent, but S60 (-81.9 percent), S40 (-62.7 percent) and XC90 (-50.9 percent) drag overall Volvo sales to under 5k units, a 47 percent loss. That can’t go on for much longer.

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2 of 38 comments
  • Maxb49 Maxb49 on Jan 06, 2009
    If Ford dropped the Taurus and kept the Crown Vic, they still wouldn’t sell any at retail because they’re not at all good mainstream cars, which was the reason they dropped them from the retail sales channel in the first place. BS. The Ford Crown Victoria is a better car than anything offered by Toyota, Honda, Nissan, or Chevrolet. It's safer, bigger, more comfortable, and longer lived than its competitors.

  • Revolver1978 Revolver1978 on Feb 20, 2009
    P71_CrownVic : January 6th, 2009 at 12:51 pm They are actually very comfortable cars., yes they are slow…but the police don’t seem to have a problem with them. And they ARE NOT thirsty. They get 30 on the highway. How is that thirsty for a full size, V8 sedan? Cramped?? No. My parents have had Crown Victorias consistenly for the last 20 years; I know the last two (an '02 and an '06) have never seen 30 mpg. The EPA registers them at 17/23 (and only 17/25 under the previous guidelines.) They drive like grandparents (because they are!) and get around 26 at best. I agree that they aren't cramped, except when you consider that they are 212 inches (almost 18 feet)long.

  • Kwik_Shift A nice stretch of fairly remote road that would be great for test driving a car's potential, rally style, is Flinton Road off of Highway 41 in Ontario. Twists/turns/dips/rises. Just hope a deer doesn't jump out at you. Also Highway 60 through Algonquin Provincial Park in Ontario. Great scenery with lots of hills.
  • Saeed Hello, I need a series of other accessories from Lincoln. Do you have front window, front and rear lights, etc. from the 1972 and 1976 models
  • Probert Wow - so many digital renders - Ford, Stellantis. - whose next!!! They're really bringing it on....
  • Zerocred So many great drives:Dalton Hwy from Fairbanks to the Arctic Circle.Alaska Marine Highway from Bellingham WA to Skagway AK. it was a multi-day ferry ride so I didn’t actually drive it, but I did take my truck.Icefields Parkway from Jasper AB to Lake Louise AB, CA.I-70 and Hwy 50 from Denver to Sacramento.Hwy 395 on the east side of the Sierras.
  • Aidian Holder I'm not interested in buying anything from a company that deliberately targets all their production in crappy union-busting states. Ford decided to build their EV manufaturing in Tennessee. The company built it there because of an anti-union legal environment. I won't buy another Ford because of that. I've owned four Fords to date -- three of them pickups. I'm shopping for a new one. It won't be a Ford Lightning. If you care about your fellow workers, you won't buy one either.