Customers Lift Ford Truck Sales to New Industry Record; F-Series Best-Selling Vehicle Again
6 January 1998
Customers Lift Ford Truck Sales to New Industry Record; F-Series Best-Selling Vehicle Again
DETROIT, Jan. 6 -_ U.S. customers purchased an industry
record 2,248,793 trucks from Ford and Lincoln-Mercury dealers in
1997. The record sales powered Ford to U.S. truck sales leadership for the
third consecutive year, and the Ford F-Series pickup to its 16th consecutive
year as the best-selling vehicle in America.
"Our customers presented the F-Series with the ultimate gift on its 50th
birthday," said Bob Rewey, Ford's group vice president for marketing, sales,
and service. "Since 1948, F-Series has been the cornerstone of the 'Built
Ford Tough' reputation _- a reputation it earned on the job with proven
durability, quality, and reliability. Little wonder that with so many
Americans working, America's favorite work truck continues as the best-selling
vehicle."
Ford's overall sales of 3,857,955 were equal to 1996's strong performance
(adjusted for the difference in selling days). Consistent with overall
industry trends, truck sales were up (5%) and car sales were down (7%).
"In the 1990's, the U.S. automotive market has been fiercely competitive,"
noted Rewey. "One of the major reasons for Ford's success is that our lineup
of quality cars and trucks matches up with the needs and lifestyles of today's
demanding consumer."
In recent years, pickups and sport utility vehicles have been the fastest
growing segments in the U.S. automotive market and Ford has the best selling
products in each of these segments (full-size and compact pickups and full-
size and compact sport utilities).
"Our customers purchased over one million pickups and almost 700,000 sport
utility vehicles in 1997," said Rewey. "In 1998, we'll offer them an all-new
F-Series Super Duty, a redesigned Ranger compact pickup, and industry-leading
features and value. We're ready to set another truck sales record if that's
where our customers want to take us."
Included among the new features that Ford will offer truck buyers in 1998
are:
* Four-door versatility on every line of Super Cab pickups _- from Ranger
to F-Series Super Duty
* The industry's only minivan (Ford Windstar) to retain a five-star
government safety rating for the driver and front-seat passenger, and be
equipped with de-powered air bags.
Rewey said he is encouraged by recent trends in car sales, particularly
sales to individual retail customers. Since September, Ford retail car sales
have kept pace with year ago levels despite a 29 percent decline in sales for
discontinued cars.
"At the beginning of the 1998 model year, we took important steps to
simplify our car lineup," said Rewey. "Although these actions, as well as our
decision to reduce car sales to daily rental customers, will cost us market
share in the short term, our new luxury and full-size cars, and the improved
value of our small and mid-sized cars, is starting to pay off."
In the fourth quarter, Lincoln introduced an all-new Town Car and a
redesigned Continental. Together with the Navigator luxury sport utility
vehicle and the Mark VIII coupe, Lincoln retail sales are up 53 percent in the
first three months of the 1998 model year. On December 26, Ford introduced
redesigned full-size, six-passenger cars, the Ford Crown Victoria and Mercury
Grand Marquis. In December, retail sales for these cars increased 27 percent.
December Sales
For the month of December, customers purchased or leased 302,585 cars and
trucks from Ford and Lincoln-Mercury dealers, four percent fewer than a year
ago. Car sales (116,642) were 11 percent lower than a year ago; the decline
was more than explained by substantially lower sales to daily rental customers
and lower sales of discontinued models. Truck sales (185,943) were up
two percent from a year ago and set a record for the month. The Ford
Explorer, Expedition, and Windstar set sales records for the month.
Looking Ahead
Rewey believes that U.S. industry sales in 1998 will be 15 to
15.5 million, the fifth consecutive year in that range.
"Industry sales have been remarkably stable during this business
expansion," noted Rewey. "Recent barometer readings of the U.S. economy and
consumer confidence suggest that 1998 will be similar to 1997."
FORD MOTOR COMPANY DECEMBER SALES
December Month DSR % December CYTD DSR %
1997 1996 Change 1997 1996 Change
TOTAL VEHICLES * 302,585 302,206 -3.7% 3,857,955 3,887,827 -0.4%
TOTAL CARS * 116,642 126,629 -11.4 1,609,162 1,737,252 -7.1
TOTAL TRUCKS 185,943 175,577 1.8 2,248,793 2,150,575 4.9
Memo:
Domestic Cars 115,607 125,074 -11.1% 1,575,919 1,699,893 -7.0%
Imported Cars* 1,035 1,555 -36.0 33,243 37,359 -10.7
Light Trucks 183,342 172,580 2.1 2,207,520 2,106,186 5.2
Heavy Trucks 2,601 2,997 -16.6 41,273 44,389 -6.7
Note: Percentage changes are based on daily selling rates.
Selling Days 26 25 307 308
* These figures exclude sales of Jaguar Cars, a wholly-owned Ford
subsidiary, which reports its results separately.
FORD DIVISION DECEMBER SALES
December Month DSR % December CYTD DSR %
1997 1996 Change 1997 1996 Change
Crown Victoria 6,505 8,436 -25.9% 107,872 108,789 -0.5%
Thunderbird 1,284 5,111 -75.8 66,334 79,721 -16.5
Taurus 26,100 37,972 -33.9 357,162 401,049 -10.7
Contour 10,349 11,499 -13.5 151,060 174,187 -13.0
Escort 20,824 16,171 23.8 283,898 284,644 0.1
Aspire 1,035 1,555 -36.0 33,243 37,359 -10.7
Mustang 9,356 7,213 24.7 116,610 122,674 -4.6
Probe 526 1,621 -68.8 16,361 32,505 -49.7
TOTAL FORD CARS 75,979 89,578 -18.4% 1,132,540 1,240,928 -8.4%
Expedition/Bronco 18,792 17,226 4.9% 214,524 82,807 159.9%
Explorer 36,618 33,172 6.1 383,852 402,663 -4.4
Econoline/
Club Wagon 14,262 15,640 -12.3 186,690 176,480 6.1
Aerostar 665 4,928 -87.0 44,829 73,685 -39.0
Windstar 18,164 15,588 12.0 205,356 209,033 -1.4
Ranger 24,094 20,657 12.2 298,796 288,393 3.9
F-Series 59,666 56,768 1.1 746,111 780,838 -4.1
TOTAL FORD LT.
TRUCKS 172,261 163,979 1.0% 2,080,158 2,013,899 3.6%
Heavy Trucks 2,601 2,997 -16.6 41,273 44,389 -6.7
TOTAL FORD DIV.
TRUCKS 174,862 166,976 0.7% 2,121,431 2,058,288 3.4%
FORD DIVISION
TOTAL VEHICLES 250,841 256,554 -6.0% 3,253,971 3,299,216 -1.1%
Note: Percentage changes are based on daily selling rates.
Selling Days 26 25 307 308
LINCOLN-MERCURY DIVISION DECEMBER SALES
December Month DSR % December CYTD DSR %
1997 1996 Change 1997 1996 Change
Grand Marquis 11,462 7,487 47.2% 109,539 99,770 10.1%
Cougar 1,281 2,222 -44.6 30,516 36,015 -15.0
Sable 8,288 7,692 3.6 112,400 114,164 -1.2
Mystique 3,276 5,023 -37.3 41,038 57,102 -27.9
Tracer 2,711 2,244 16.2 43,589 47,797 -8.5
TOTAL MERCURY CARS 27,018 24,668 5.3% 337,082 354,848 -4.7%
Town Car 9,363 7,570 18.9 92,297 93,598 -1.1
Mark VIII 1,132 1,443 -24.6 16,023 15,859 1.4
Continental 3,150 3,370 -10.1 31,220 32,019 -2.2
TOTAL LINCOLN
CARS 13,645 12,383 6.0% 139,540 141,476 -1.0%
L-M TOTAL CARS 40,663 37,051 5.5% 476,622 496,324 -3.7%
Villager 2,980 4,272 -32.9% 55,168 65,587 -15.6%
Mountaineer 4,070 4,329 -9.6 45,363 26,700 70.5
Navigator 4,031 0 NA 26,831 0 NA
L-M LIGHT TRUCKS 11,081 8,601 23.9% 127,362 92,287 38.5%
L-M DIVISION
TOTAL VEHICLES 51,744 45,652 9.0% 603,984 588,611 2.9%
Memo:
Total Lincoln
Brand 17,676 12,383 37.3% 166,371 141,476 18.0%
Note: Percentage changes are based on daily selling rates.
Selling Days 26 25 307 308
SOURCE Ford Motor Company
