Ford: Market Share Declines Will Continue Near-Term

Cameron Aubernon
by Cameron Aubernon
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.

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15 of 44 comments
  • Frozenman Frozenman on Dec 03, 2014

    That 2015 will be a nice looking unit when they get around to fixing the god awful grill/headlamps, IMHO of course.

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    • Tresmonos Tresmonos on Dec 03, 2014

      @frozenman Indeed.

  • Zip89123 Zip89123 on Dec 03, 2014

    Too much eco-junk, and not enough NA engines. Prices are too high too.

    • Scoutdude Scoutdude on Dec 03, 2014

      Apparently the people who actually buy new trucks disagree. Ford never expected the ecoboost to sell as well as it is but that is what a huge chunk of the buyers actually buy, and without the need for massive discounts that the other guys are offering on their trucks.

  • Fordson Fordson on Dec 03, 2014

    Going to take a flyer here... From what I have seen, the 3.5 Ecoboost is more powerful than say a Chevy 5.3L V8. Comparable dynos show an advantage of 305+ to 320 hp and 325+ to around 355 lb/ft or torque in the Ford's favor, also the powerband is much broader at the low end. When you put your foot in them, the Ford is faster (performs more work = horsepower). So when people put their foot in them, they may get worse fuel economy. That is because it takes more fuel to perform more work. No free lunch. I would imagine that if these two trucks lined up and drove at equal speeds, equal rates of acceleration, deceleration etc. they would probably get the same mileage, however, if driven hard the Ford will get worse mileage...but it would also go faster. Why is this a surprise to anyone here?

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    • Fordson Fordson on Dec 04, 2014

      Lou_BC - that sounds a lot like transmission shift map tuning to me. Also there is the fact that you had the truck for 9 days. Now, I would hope that would be enough time for the adaptive tranny mapping to learn your driving style, but maybe not - I don't know how the guy who had it before you drove it. When the 10-speed comes out, that will be a major improvement.

  • Lou_BC Lou_BC on Dec 04, 2014

    @highdesertcat - if I had to replace my truck at this point in time I'd try to get an F150 SuperCrew with 2,300 lb max cargo and a 5.0. Everything I've read says the 5.0 has a bit more "oomph" off the line. I prefer that kind of power off-roading or in poor conditions. I'm interested in the Colorado diesel when that comes out. I bought a full sized truck because we were planning on getting a camper trailer that was at the limits for most small trucks. Plans have changed and I'd be more interested in a more off road capable tent trailer. The competition in the pickup segment is great for truck buyers that can look beyond badge loyalty.