PRESS RELEASE
Ford Announces 1996 Sales: Record Truck Sales
8 January 1997
Ford Sets Truck Sales Records; Leadership Streaks Extended
DETROIT, Jan. 6 -- American consumers took delivery of a
record 2,150,575 trucks from Ford and Lincoln-Mercury dealers during calendar
1996, surpassing last year's previous peak by 84,542 units. Both divisions
set truck sales records and Ford Motor Company remained America's
total truck sales leader for the second year in succession. Three of
America's top four vehicle nameplates in 1996, and five of the top 10, were
Ford products.
The full-size Ford F-Series pickup reigned as the country's most popular
vehicle, car or truck, for the l5th consecutive year. F-Series sales climbed
by 89,386 or l2 percent from last year's level to 780,838 (the highest volume
since 1979), as the leadership margin over its nearest competitor widened to
more than 230,000 units.
Robert L. Rewey, Group Vice President of Marketing and Sales for Ford
Automotive Operations, observed that "Throughout 1996, the two hottest
segments of the automotive market have been full-size pickups and sport
utility vehicles. Every indication is that these segments will continue their
dynamic growth and we're confident that, within them, Ford products will
remain dominant by any criterion."
Ford Explorer sales in 1996 reached a record 402,663 units, the first time
it or any sport utility vehicle surpassed 400,000 units in a calendar year.
Indeed, no competitor has reached the 300,000 unit milestone yet. Explorer
outdistanced its nearest challenger by more than 123,000 units (or 44 percent)
and outsold every single car in the U.S. market place for the second
successive year.
The all-new 1997 model Ford Expedition, just named North American Truck of
the Year, already has vaulted to the top of the sales charts among full-size
utility vehicles. It, along with the new Mercury Mountaineer, introduced in
late May, combined with Explorer (and the now-discontinued Bronco) for a
record company total of 512,170 sport utility vehicles in 1996. Rewey noted,
"That's one record destined to be short-lived, as the two new entries will be
available for the entire year in 1997 and they'll be joined in a few months by
the new Lincoln Navigator."
Ford Ranger led the compact pickup segment for the 1Oth year in a row with
sales of 288,393 units, while Econoline and Club Wagon led the full-size
van/bus segment for the 18th.
In the car market, the Ford Taurus remained Number One in the U.S.,
scoring its fifth straight victory. Taurus sales of 401,049 were up
nine percent over 1995, and Mercury Sable sales of 114,164 units were up
11 percent. Importantly, deliveries to individual retail customers were
14 and 29 percent above 1995 for Taurus and Sable respectively.
Escort was the best-selling Sub-compact in 1996 for the 15th straight
year. Mustang kept its Small Specialty crown for the 11th year in a row.
Ford Thunderbird maintained its hold on the top spot in the Middle Specialty
market.
Sales of the Ford Contour and Mercury Mystique totaled 231,289 during
their second full year in the market, as they outsold their most direct
Japanese brand competitor by more than 83,000 cars.
December Month Highlights
Ford finished the year on a strong note as its total vehicle sales in
December topped the year-ago month by 10 percent. Both cars (up one percent)
and trucks (up 18 percent) improved. Truck sales of 175,577 established a
record for the month. Windstar minivan sales were up for the sixth straight
month, reaching a new all-time high for December, as did the Mercury Mystique
and total sport utility vehicles. (Both Mountaineer and Expedition set
records for any month.) Taurus volume rose 44 percent to 37,972 units, as its
retail sales/leases jumped an even more impressive 67 percent. Sales of the
Ford Crown Victoria and Mercury Grand Marquis were the best for any December
since 1990 and 1988 respectively.
Looking Ahead
In conclusion, Rewey offered these observations. "The outlook for the
auto market as a whole is positive. Consumers are optimistic about the
economy with expectations that there will be a continuation of relatively
moderate growth in income and employment, along with low inflation. We
anticipate a further shift of volume from cars to trucks in 1997, which should
present new growth opportunities for Ford and its dealers, having completed a
year of major transitions in our product line-up. In all probability, the
market will remain fiercely competitive, but we enter the new year with
momentum, prepared to meet the challenges."
FORD MOTOR COMPANY DECEMBER SALES
Memo:
1996 1995 % Change Selling Days
1996 1995
TOTAL VEHICLES
Dec. 1-31 302,206 274,145 10.2% 25 25
Jan. 1-Dec. 31 3,887,827 3,857,258 0.1 308 306
TOTAL CARS
Dec. 1-31 126,629 125,890 0.6
Jan. 1-Dec. 31 1,737,252 1,791,225 3.6
TOTAL TRUCKS
Dec. 1-31 175,577 148,255 18.4
Jan. 1-Dec. 31 2,150,575 2,066,033 3.4
memo:
Domestic Cars
Dec. 1-31 125,074 123,866 1.0
Jan. 1-Dec. 31 1,699,893 1,732,034 -2.5
Imported Cars
Dec. 1-31 1,555 2,024 -23.2
Jan. 1-Dec. 31 37,359 59,191 -37.3
Light Trucks
Dec. 1-31 172,580 144,573 19.4
Jan. 1-Dec. 31 2,106,186 2,009,755 4.1
Heavy Trucks
Dec. 1-31 2,614 3,682 -29.0
Jan. 1-Dec. 31 44,006 56,278 -22.3
Note: Percentage changes are based on daily selling rates.
CONTACT: Joel Pitcoff, 313-446-9322.
FORD DIVISION DECEMBER SALES
Memo:
1996 1995 % Change Selling Days
1996 1995
Crown Victoria
Dec. 1-31 8,436 8,302 1.6% 25 25
Jan. 1-Dec. 31 108,789 98,163 10.1 308 306
Thunderbird
Dec. 1-31 5,111 5,317 -3.9
Jan. 1-Dec. 31 79,721 104,254 -24.0
Taurus
Dec. 1-31 37,972 26,400 43.8
Jan. 1-Dec. 31 401,049 366,266 8.8
Tempo
Dec. 1-31 0 0
Jan. 1-Dec. 31 0 1,780
Contour
Dec. 1-31 11,499 13,842 -16.9
Jan. 1-Dec. 31 174,187 174,214 -0.7
Escort
Dec. 1-31 16,171 20,383 -20.7
Jan. 1-Dec. 31 284,644 285,570 -1.0
Aspire/Festiva
Dec. 1-31 1,555 2,024 -82.0
Jan. 1-Dec. 31 37,359 59,191 -37.3
Mustang
Dec. 1-31 7,213 8,625 -16.4
Jan. 1-Dec. 31 122,674 136,962 -11.0
Probe
Dec. 1-31 1,621 2,456 -34.0
Jan. 1-Dec. 31 32,505 52,696 -38.7
FD TOTAL CARS
Dec. 1-31 89,578 87,349 2.6%
Jan. 1-Dec. 31 1,240,928 1,279,096 -3.6
FD DOMESTIC CARS
Dec. 1-31 88,023 85,325 3.2
Jan. 1-Dec. 31 1,203,569 1,219,905 -2.0
Expedition/Bronco
Dec. 1-31 17,226 3,260 428.4
Jan. 1-Dec. 31 82,807 34,210 140.5
Explorer
Dec. 1-31 33,172 34,083 -2.7
Jan. 1-Dec. 31 402,663 395,227 1.2
Econoline/Club Wagon
Dec. 1-31 15,640 14,613 7.0
Jan. 1-Dec. 31 176,480 195,035 -10.1
Aerostar
Dec. 1-31 4,928 8,199 -39.9
Jan. 1-Dec. 31 73,685 87,547 -16.4
Windstar
Dec. 1-31 15,588 13,178 18.3
Jan. 1-Dec. 31 209,033 222,147 -6.5
Ranger
Dec. 1-31 20,657 18,905 9.3
Jan. 1-Dec. 31 288,393 309,085 -7.3
F-Series
Dec. 1-31 56,768 47,583 19.3
Jan. 1-Dec. 31 780,838 691,452 12.2
FD LIGHT TRUCKS
Dec. 1-31 163,979 139,821 17.3
Jan. 1-Dec. 31 2,013,899 1,934,703 3.4
Heavy Trucks
Dec. 1-31 2,997 3,682 -18.6%
Jan. 1-Dec. 31 44,389 56,278 -21.6
FD TOTAL TRUCKS
Dec. 1-31 166,976 143,503 16.4
Jan. 1-Dec. 31 2,058,288 1,990,981 2.7
FD TOTAL VEHICLES
Dec. 1-31 256,554 230,852 11.1
Jan. 1-Dec. 31 3,299,216 3,270,077 0.2
Note: Percentage changes are based on daily selling rates.
CONTACT: Brenda Hines, Ford Division, 313-446-7730.
LINCOLN-MERCURY DIVISION DECEMBER SALES
Memo:
1996 1995 % Change Selling Days
1996 1995
Grand Marquis
Dec. 1-31 7,487 6,818 9.8% 25 25
Jan. 1-Dec. 31 99,770 90,367 9.7 308 306
Cougar
Dec. 1-31 2,222 3,186 -30.3
Jan. 1-Dec. 31 36,015 53,387 -33.0
Sable
Dec. 1-31 7,692 7,641 0.7
Jan. 1-Dec. 31 114,164 102,565 10.6
Topaz
Dec. 1-31 0 0
Jan. 1-Dec. 31 0 399
Mystique
Dec. 1-31 5,023 4,289 17.1
Jan. 1-Dec. 31 57,102 62,609 -9.4
Tracer
Dec. 1-31 2,244 3,786 -40.7
Jan. 1-Dec. 31 47,797 51,988 -8.7
TOTAL MERCURY CARS
Dec. 1-31 24,668 25,720 -4.1
Jan. 1-Dec. 31 354,848 361,315 -2.4
Town Car
Dec. 1-31 7,570 8,317 -9.0
Jan. 1-Dec. 31 93,598 92,673 0.3
Mark VIII
Dec. 1-31 1,443 1,353 6.7
Jan. 1-Dec. 31 15,859 17,433 -9.6
Continental
Dec. 1-31 3,370 3,151 7.0%
Jan. 1-Dec. 31 32,019 40,708 -21.9
TOTAL LINCOLN
Dec. 1-31 12,383 12,821 -3.4
Jan. 1-Dec. 31 141,476 150,814 -6.8
L-M DOMESTIC CARS
Dec. 1-31 37,051 38,541 -3.9
Jan. 1-Dec. 31 496,324 512,129 -3.7
L-M TOTAL CARS
Dec. 1-3l 37,051 38,541 -3.9
Jan. 1-Dec. 31 496,324 512,129 -3.7
Villager
Dec. 1-31 4,272 4,752 -10.1
Jan. 1-Dec. 31 65,587 75,052 -13.2
Mountaineer
Dec. 1-31 4,329 0 0.0
Jan. 1-Dec. 31 26,700 0 0.0
L-M LIGHT TRUCKS
Dec. 1-31 8,601 4,752 81.0
Jan. 1-Dec. 31 92,287 75,052 22.2
L-M TOTAL VEHICLES
Dec. 1-31 45,652 43,293 5.4
Jan. 1-Dec. 31 588,611 587,181 -0.4
Note: Percentage changes are based on daily selling rates.
CONTACT: Anne Doyle, Lincoln-Mercury Division, 313-446-4368.
CONTACT: Joel Pitcoff of Ford, 313-446-9322