Ford Sales Fall for 9th Time This Year in November; Toyota, Nissan Post a Record Month

DETROIT December 1, 2004; Sarah Karush writing for the AP reportred that Ford Motor Co.'s sales fell for the ninth time this year in November, despite the introduction of new vehicles like the Ford Five Hundred. The country's second-largest automaker also said Wednesday it would reduce production for the first quarter.

Toyota Motor Corp. and Nissan Motor Co., meanwhile, each posted a record November.

Sales of the Ford, Lincoln and Mercury brands fell 4.3 percent in November from the year before to 217,859 units.

As usual for Ford, the situation in cars was worse than trucks. Car sales fell 12.5 percent, while sales of pickups and SUVs were down 0.9 percent.

Ford said it would build 930,000 vehicles in the first quarter of 2005, a reduction of 78,000, or 7.7 percent, from the first quarter of 2004. The decline primarily reflects the previously announced elimination of a shift at the St. Louis Assembly Plant and the closure of the Edison Assembly Plant in New Jersey, the company said.

Fourth-quarter production remains unchanged from the previously announced plan of 830,000 vehicles.

Despite the sales decline, Ford said it was pleased with the results for some of its new offerings, particular the new Mustang. Sales for the Mustang were up 12 percent compared to a year ago.

"Normally, we have to wait until spring to see Mustang sales at this level," said Jim O'Connor, Ford's group vice president for North American marketing, sales and service.

Combined sales for the new Ford Five Hundred and Freestyle and the Mercury Montego were up 62 percent compared with October.

George Pipas, Ford's top sales analyst, said that based on the momentum of the new products, he expected higher sales in December. November is traditionally a slow month for auto sales, he noted.

"The overall result was not up to par, largely owing to some disappointing performances in the month for carry-over products, including, but not limited to, the Ford Focus in the small-car segment," Pipas said in a conference call with investors.

Trucks drove Nissan's sales increase of 31 percent. Sales of pickups and SUVs were up 58.7 percent, while cars rose a more modest 10 percent.

"A lot of our new vehicles have been trucks, and our new vehicles have kind of led the game," said Jed Connelly, senior vice president for sales and marketing at Nissan's North American division.

Toyota's American division, meanwhile, did best with cars.

With the Camry holding its place as the country's best-selling passenger car and sales of the Prius hybrid continuing to climb, Toyota sold 19.2 percent more cars last month than in November 2003. Truck sales fell 1.4 percent, giving Toyota an overall increase of 8.8 percent.

Ford Motor Co.: http://www.ford.com

Toyota Motor Corp.: http://www.toyota.com

Nissan Motor Co.: http://www.nissandriven.com