March 2008 - Ford's Focus and Edge Buck Turbulent Economy
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DEARBORN, Mich., April 1, 2008 -- Sales for Ford's redesigned small car and acclaimed crossover utility continued to buck economic trends during March.
Retail sales for the Ford Focus were the highest for any month since August 2005 -- with retail sales up 36 percent in March and 35 percent in the first quarter compared with the same periods a year ago.
The new Focus has helped Ford increase its share in the growing small car market and is attracting younger buyers. Compared with the previous model, buyers are equipping the Focus with more features, like SYNC, Ford's exclusive, in-car connectivity technology that fully integrates most Bluetooth-enabled cell phones and MP3 players by voice activation.
Edge retail sales were up 35 percent in March and 52 percent in the first quarter, thanks in part to stronger sales on the coasts. The California region accounted for more than 10 percent of Edge sales in the first quarter of 2008, versus 7 percent in the first quarter 2007. First quarter retail sales on the west coast and Northeast more than doubled compared with a year ago.
This signals the growing appeal of the country's best-selling crossover in 2007. During the first quarter of 2007, Edge's introduction quarter, more than one-third of Edge retail sales came from the Great Lakes area. During the same period in 2008, this region drove only one-fourth of Edge sales.
"This reflects how much customers who haven't traditionally even considered our products are starting to warm up to Ford and is just an indication of more to come," said Jim Farley, Ford group vice president, Marketing and Communications. "We're optimistic the new Ford Flex and Lincoln MKS will help increase consumers' consideration for our brands beyond our traditional geographic regions of strength."
In March, Ford, Lincoln and Mercury sales totaled 213,074, down 14 percent compared with a year ago. Sales to individual retail customers were 17 percent lower than a year ago, with essentially the entire decline concentrated among truck and sport utility vehicles. Sales to daily rental companies were down 13 percent versus a year ago, and total fleet sales, including daily rental, were down 9 percent.
"This is a very challenging external environment, reflecting a seismic shift in consumer preferences," said Farley. "These conditions will likely persist in the near future. At Ford, we remain focused on executing our plan, which includes being profitable at lower volume and changed mix.
"It is crucial we continue to employ a disciplined process to gauge demand and plan production on a segment-by-segment and region-by-region basis," said Farley.
Total Ford Motor Company sales, including Jaguar, Land Rover, and Volvo, totaled 227,143, down 14 percent.
Note: The sales data included in this release and the accompanying tables are based largely on data reported by dealers representing their sales to retail and fleet customers.
About Ford Motor Company
Ford Motor Company , a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles in 200 markets across six continents. With about 245,000 employees and about 100 plants worldwide, the company's core and affiliated automotive brands include Ford, Jaguar, Land Rover, Lincoln, Mercury, Volvo and Mazda. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.
FORD MOTOR COMPANY MARCH 2008 U.S. SALES
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March % Year-To-Date %
----- ------------
2008 2007 Change 2008 2007 Change
---- ---- ------ ---- ---- ------
Sales By Brand
Ford 187,828 216,788 -13.4 483,817 522,588 -7.4
Mercury 14,333 17,426 -17.7 34,435 43,873 -21.5
Lincoln 10,913 14,770 -26.1 28,471 35,127 -18.9
------ ------ ------ ------
Total Ford, Lincoln
and Mercury 213,074 248,984 -14.4 546,723 601,588 -9.1
Jaguar 1,752 1,667 5.1 3,479 4,248 -18.1
Land Rover 3,054 3,663 -16.6 8,732 10,202 -14.4
Volvo 9,263 10,661 -13.1 24,804 26,922 -7.9
----- ------ ------ ------
Total Ford Motor
Company 227,143 264,975 -14.3 583,738 642,960 -9.2
Memo: Cars and Trucks
Cars 80,915 89,484 -9.6 195,324 216,277 -9.7
Trucks 146,228 175,491 -16.7 388,414 426,683 -9.0
------- ------- ------- -------
Total Ford Motor
Company 227,143 264,975 -14.3 583,738 642,960 -9.2
FORD BRAND MARCH 2008 U.S. SALES
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March % Year-To-Date %
----- ------------
2008 2007 Change 2008 2007 Change
---- ---- ------ ---- ---- ------
Crown Victoria 4,622 6,553 -29.5 12,947 16,533 -21.7
Taurus 6,908 6,607 4.6 15,877 16,734 -5.1
Fusion 15,887 15,790 0.6 40,050 39,678 0.9
Focus 21,168 17,065 24.0 49,070 39,837 23.2
Mustang 10,180 14,737 -30.9 24,477 34,573 -29.2
GT 0 0 NA 0 231 -100.0
-- -- -- ---
Total Ford Cars 58,765 60,752 -3.3 142,421 147,586 -3.5
Escape 18,517 16,521 12.1 43,900 39,317 11.7
Edge 13,508 10,915 23.8 36,034 24,478 47.2
Taurus X 3,109 4,313 -27.9 7,497 9,793 -23.4
Explorer 10,969 12,876 -14.8 27,638 34,723 -20.4
Expedition 6,967 10,505 -33.7 18,226 24,149 -24.5
Freestar 0 452 -100.0 0 2,026 -100.0
Econoline/Club Wagon 12,213 19,445 -37.2 36,412 46,506 -21.7
Ranger 8,620 7,989 7.9 21,597 18,491 16.8
F-Series 54,465 71,481 -23.8 148,138 171,651 -13.7
Low Cab Forward 74 248 -70.2 223 663 -66.4
Heavy Trucks 621 1,291 -51.9 1,731 3,205 -46.0
--- ----- ----- -----
Total Ford Trucks 129,063 156,036 -17.3 341,396 375,002 -9.0
------- ------- ------- -------
Total Ford Brand 187,828 216,788 -13.4 483,817 522,588 -7.4
LINCOLN AND MERCURY BRAND MARCH 2008 U.S. SALES
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March % Year-To-Date %
----- ------------
2008 2007 Change 2008 2007 Change
---- ---- ------ ---- ---- ------
Grand Marquis 3,393 5,976 -43.2 7,905 14,442 -45.3
Sable 1,833 1,620 13.1 3,757 4,290 -12.4
Milan 3,880 4,678 -17.1 8,877 10,236 -13.3
----- ----- ----- ------
Total Mercury Cars 9,106 12,274 -25.8 20,539 28,968 -29.1
MKZ 3,501 3,626 -3.4 9,744 8,098 20.3
Town Car 1,924 4,827 -60.1 3,436 11,645 -70.5
----- ----- ----- ------
Total Lincoln Cars 5,425 8,453 -35.8 13,180 19,743 -33.2
----- ----- ------ ------
Total Mercury
and Lincoln Cars 14,531 20,727 -29.9 33,719 48,711 -30.8
Mariner 3,784 3,112 21.6 9,168 8,430 8.8
Mountaineer 1,443 1,882 -23.3 4,728 5,998 -21.2
Monterey 0 158 -100.0 0 477 -100.0
- --- - ---
Total Mercury Trucks 5,227 5,152 1.5 13,896 14,905 -6.8
MKX 3,487 3,054 14.2 9,332 7,063 32.1
Navigator 1,614 2,458 -34.3 4,832 6,093 -20.7
Mark LT 387 805 -51.9 1,127 2,228 -49.4
--- --- ----- -----
Total Lincoln Trucks 5,488 6,317 -13.1 15,291 15,384 -0.6
----- ----- ------ ------
Total Mercury
and Lincoln Trucks 10,715 11,469 -6.6 29,187 30,289 -3.6
------ ------ ------ ------
Total Mercury
and Lincoln Vehicles 25,246 32,196 -21.6 62,906 79,000 -20.4
Total Lincoln Brand 10,913 14,770 -26.1 28,471 35,127 -18.9
Total Mercury Brand 14,333 17,426 -17.7 34,435 43,873 -21.5
JAGUAR BRAND MARCH 2008 U.S. SALES
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March % Year-To-Date %
----- ------------
2008 2007 Change 2008 2007 Change
---- ---- ------ ---- ---- ------
XJ 218 397 -45.1 645 1,132 -43.0
XF 1,161 0 NA 1,161 0 NA
S-TYPE 80 479 -83.3 595 1,065 -44.1
X-TYPE 46 285 -83.9 325 800 -59.4
XK 247 506 -51.2 753 1,251 -39.8
--- --- --- -----
Total Jaguar 1,752 1,667 5.1 3,479 4,248 -18.1
VOLVO BRAND MARCH 2008 U.S. SALES
---------------------------------
March % Year-To-Date %
----- ------------
2008 2007 Change 2008 2007 Change
---- ---- ------ ---- ---- ------
C30 378 0 NA 1,062 0 NA
S40 1,528 2,201 -30.6 3,977 5,673 -29.9
V50 172 304 -43.4 492 722 -31.9
S60 1,243 1,702 -27.0 4,266 4,377 -2.5
V70 263 371 -29.1 644 849 -24.1
XC70 1,014 1,127 -10.0 2,912 3,077 -5.4
C70 654 368 77.7 1,500 1,008 48.8
S80 1,629 1,392 17.0 3,764 3,103 21.3
XC90 2,382 3,196 -25.5 6,187 8,113 -23.7
----- ----- ----- -----
Total Volvo 9,263 10,661 -13.1 24,804 26,922 -7.9
LAND ROVER BRAND MARCH 2008 U.S. SALES
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March % Year-To-Date %
----- ------------
2008 2007 Change 2008 2007 Change
---- ---- ------ ---- ---- ------
Range Rover 778 1,159 -32.9 2,295 2,909 -21.1
Range Rover Sport 1,192 1,356 -12.1 3,173 3,801 -16.5
LR3 482 1,148 -58.0 1,302 3,491 -62.7
LR2 602 0 NA 1,962 0 NA
Freelander 0 0 NA 0 1 -100.0
-- -- -- --
Total Land Rover 3,054 3,663 -16.6 8,732 10,202 -14.4