Ford C-Max Sales Have Perpetually Declined In America
Following Ford’s announcement that production of the Focus and C-Max would leave Wayne, Michigan in the next few years, sales personnel at Ford dealers across America were heard asking their managers, “We still sell the C-Max?”
No, that’s not entirely true. Ford is moving Focus and C-Max production out of Wayne by 2018, but we weren’t privy to the conversations inside Ford showrooms. That question may or may not have been asked.
Through the first-half of this year, Ford’s U.S. dealers only sold an average of four C-Max Hybrids and C-Max Energis per dealer per month.
The C-Max did get to off to a hot start back at the end of 2012. There was plenty of talk about the C-Max’s ability to outsell the Toyota Prius. No, not the Prius you know best, but rather the Prius V, which isn’t nearly as popular as the regular Prius.
During the final quarter of the year, Ford sold 12,340 copies of the C-Max in the United States; twice topping the 4K mark. ( Ford hasn’t topped 3800 since, didn’t top 3,501 in 2014, and hasn’t managed 2,700 monthly sales in 2015’s first six months.)
But by the end of its first year, the C-Max was already struggling to find more than 3,000 buyers per month. Other than the September 2013 improvement, when the year-over-year comparison took into account the C-Max’s launch month of September 2012, and two other occasions last summer, C-Max sales have always declined on a year-over-year basis.
Thus, while never truly popular, the C-Max has become increasingly unpopular in America. The reasons? It’s difficult to challenge a segment owner like the Prius. The second-generation Honda Insight can attest to that fact. Ford also flubbed the fuel efficiency marketing hype and later paid the price. Even before its efficiency downgrade, the C-Max wasn’t alleged to be quite as economical as its Toyota rivals.
Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.
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