Ford Sales Drop 32 Percent In December

Edward Niedermeyer
by Edward Niedermeyer

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.

Edward Niedermeyer
Edward Niedermeyer

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  • 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.
  • Lichtronamo Watch as the non-us based automakers shift more production to Mexico in the future.
  • 28-Cars-Later " Electrek recently dug around in Tesla’s online parts catalog and found that the windshield costs a whopping $1,900 to replace.To be fair, that’s around what a Mercedes S-Class or Rivian windshield costs, but the Tesla’s glass is unique because of its shape. It’s also worth noting that most insurance plans have glass replacement options that can make the repair a low- or zero-cost issue. "Now I understand why my insurance is so high despite no claims for years and about 7,500 annual miles between three cars.
  • AMcA My theory is that that when the Big 3 gave away the store to the UAW in the last contract, there was a side deal in which the UAW promised to go after the non-organized transplant plants. Even the UAW understands that if the wage differential gets too high it's gonna kill the golden goose.
  • MKizzy Why else does range matter? Because in the EV advocate's dream scenario of a post-ICE future, the average multi-car household will find itself with more EVs in their garages and driveways than places to plug them in or the capacity to charge then all at once without significant electrical upgrades. Unless each vehicle has enough range to allow for multiple days without plugging in, fighting over charging access in multi-EV households will be right up there with finances for causes of domestic strife.
  • 28-Cars-Later WSJ blurb in Think or Swim:Workers at Volkswagen's Tennessee factory voted to join the United Auto Workers, marking a historic win for the 89- year-old union that is seeking to expand where it has struggled before, with foreign-owned factories in the South.The vote is a breakthrough for the UAW, whose membership has shrunk by about three-quarters since the 1970s, to less than 400,000 workers last year.UAW leaders have hitched their growth ambitions to organizing nonunion auto factories, many of which are in southern states where the Detroit-based labor group has failed several times and antiunion sentiment abounds."People are ready for change," said Kelcey Smith, 48, who has worked in the VW plant's paint shop for about a year, after leaving his job at an Amazon.com warehouse in town. "We look forward to making history and bringing change throughout the entire South."   ...Start the clock on a Chattanooga shutdown.
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