Ford: Market Share Declines Will Continue Near-Term
Things are rough for Ford on Truck Mountain, with ground lost for the fourth consecutive month in November in a market-share situation that isn’t about to improve any time soon.
Automotive News reports sales fell 2 percent last month compared to the same time in 2013, with its market share in the United States diving to 14.3 percent from 15.3 percent in November 2013. The 2014 average holds at 15 percent, compared to 2013’s 15.9 percent through the first 11 months, while Ford experienced declines year over year every month this year except July.
One of the hardest-hit models was the F-150, which is undergoing its transition to aluminum, and affecting market share in so doing. 2015 models began shipping the week prior to Thanksgiving, with a handful arriving garages thus far. Vice president for U.S. marketing John Felice says inventory of the outgoing model remains sufficient, but adds that the company is maintaining a “delicate balance” with incentives until enough of the new trucks arrive on the lot. Overall inventory is at 79 days, down from 88 in October, and 89 in November 2013.
Throughout the range, every car model posted a decline in November except for the Mustang, whose sales jumped 62 percent that month, and the Police Interceptor Sedan. SUV sales fared better, with a 15 percent increase, while Lincoln posted a 21 percent boost, linked completely to the success of the MKC. Finally, the Transit reclaimed Flower Shop Lane this month, moving 373 more units over the Chevrolet Express.