Ford Reports April Sales
5 May 1998
U.S. Customers Lift Sales of Ford's Continuing Models 6% in April; Second Quarter Production Increased
DETROIT, May 5 -- For the third straight month, U.S.
customers response to the enhanced value and features available in Ford's
product lineup has increased sales of continuing models. Sales of
Ford's current lineup of cars and trucks in April increased six percent
compared with a year ago. Including the six products that were discontinued
last year, Ford's April sales of 322,343 were equal to a year ago (cars up two
percent and trucks down one percent).
"Ford is beginning to make up the sales and share lost from last year's
discontinuation of six products," said Bob Rewey, Ford's group vice president
of marketing, sales, and service. "It has been painful in the short term, but
that decision helped us focus our efforts on improving customer value,
launching new products, and improving profit margins."
As a result, Ford revised its second quarter production plans upward by
2,000 cars and 6,000 trucks. The truck increase reflects a faster-than-
expected launch and strong customer acceptance of the all-new Super Duty
F-Series.
"We are pleased with the response that car and truck customers have given
to our current lineup of Ford, Mercury, and Lincoln products in this intensely
competitive market," said Rewey. "We're optimistic about our prospects for
the remainder of the year," he continued. "Our overall inventory situation is
lean, our product lineup is getting stronger, the economy is good, and
consumer confidence is high," he added.
F-Series topped the list of April sales highlights. Bolstered by the
all-new Super Duty, which is arriving at and departing from Ford Division
stores in record numbers, F-Series sales rose 10 percent from a year ago and
exceeded the 70,000 sales mark for the second month in a row.
"The early feedback that we've received from our dealers and truck buyers
indicates that the Super Duty F-Series is the latest home run to come from
Ford's product development team," said Rewey, "and we're extremely pleased
with the speed and quality that the Ford-UAW team at the Kentucky Truck Plant
is delivering to our customers." Full three-crew production is now in place
at the Louisville facility, the largest of Ford's U.S. assembly plants.
Ranger sales (26,687) were up eight percent. New Ranger models, the first
compact pickups to feature the versatility of four-door supercabs, have
started to arrive at Ford dealers.
The Ford Explorer and Expedition, Mercury Mountaineer, and Lincoln
Navigator combined to set a new April sales record (54,350) for sport utility
vehicles, up three percent.
Lincoln Town Car sales were up 16 percent and Lincoln Continental sales
were up 18 percent from a year ago. Sales for the Lincoln brand, including
the Navigator sport utility vehicle, were up 53 percent in April.
Ford Crown Victoria and Mercury Grand Marquis combined sales were up
14 percent in April. Since introduction of the redesigned 1998 models,
customers have lifted sales of the full-size passenger cars 11 percent in the
first four months of 1998.
Customers helped Ford Division dealers celebrate two birthdays last month.
On April 17, the Escort ZX2 was one year old and the Ford Mustang was thirty
four years old. In April, ZX2 had its second best sales month ever and
Mustang sales were up for the tenth consecutive month.
"The enhanced customer value and styling of these two-door coupes have
drawn increasing numbers of younger buyers to Ford dealer showrooms," said
Rewey. "Mercury dealers are eager to parlay those same ingredients to achieve
similar results when the all-new Mercury Cougar debuts on May 7."
FORD MOTOR COMPANY APRIL SALES
April Month DSR % April CYTD DSR %
1998 1997 Change 1998 1997 Change
TOTAL VEHICLES* 322,343 322,243 0.0% 1,204,881 1,247,953 -3.5%
TOTAL CARS* 132,737 130,175 2.0 502,929 518,837 -3.1
TOTAL TRUCKS 189,606 192,068 -1.3 701,952 729,116 -3.7
memo:
Domestic Cars 130,342 126,906 2.7% 498,012 508,807 -2.1%
Imported Cars* 2,395 3,269 -26.7 4,917 10,030 -51.0
Light Trucks 188,324 188,217 0.1 694,657 713,892 -2.7
Heavy Trucks 1,282 3,851 -66.7 7,295 15,224 -52.1
Note: Percentage changes are based on daily selling rates.
Selling Days 26 26 102 102
* These figures exclude sales of Jaguar Cars, a wholly-owned Ford
subsidiary, which reports its results separately.
CONTACT: George Pipas, 313-446-9195
FORD DIVISION APRIL SALES
April Month DSR % April CYTD DSR %
1998 1997 Change 1998 1997 Change
Crown Victoria 10,715 9,628 11.3% 39,693 39,902 -0.5%
Thunderbird* 457 6,323 -92.8 2,243 23,628 -90.5
Taurus 30,812 29,758 3.5 119,056 117,893 1.0
Contour 11,792 10,987 7.3 47,989 48,096 -0.2
Escort 22,189 20,954 5.9 88,140 87,503 0.7
Aspire* 2,395 3,269 -26.7 4,917 10,030 -51.0
Mustang 12,470 10,361 20.4 46,126 34,087 35.3
Probe* 1,565 1,891 -17.2 3,058 5,820 -47.5
TOTAL FORD CARS 92,395 93,171 -0.8% 351,222 366,959 -4.3%
Expedition/Bronco 16,404 21,226 -22.7% 62,601 67,609 -7.4%
Explorer 31,182 28,336 10.0 120,904 117,969 2.5
Econoline/Club
Wagon 18,993 18,601 2.1 65,871 60,719 8.5
Aerostar* 0 5,365 -100.0 1,060 19,266 -94.5
Windstar 14,190 17,796 -20.3 59,634 67,269 -11.3
Ranger 26,687 24,681 8.1 96,761 99,251 -2.5
F-Series 71,343 64,730 10.2 248,548 247,858 0.3
TOTAL FORD LT.
TRUCKS 178,799 180,735 -1.1% 655,379 679,941 -3.6%
Heavy Trucks* 1,282 3,851 -66.7 7,295 15,224 -52.1
TOTAL FORD DIV.
TRUCKS 180,081 184,586 -2.4% 662,674 695,165 -4.7%
FORD DIVISION
TOTAL 272,476 277,757 -1.9% 1,013,896 1,062,124 -4.5%
Note: Percentage changes are based on daily selling rates.
* Vehicle Discontinued in 1997
CONTACT: Jim Bright, Ford Division, 313-446-7730
LINCOLN-MERCURY DIVISION APRIL SALES
April Month DSR % April CYTD DSR %
1998 1997 Change 1998 1997 Change
Grand Marquis 9,835 8,388 17.3% 40,286 32,012 25.8%
Cougar (RWD)* 501 2,431 -79.4 2,751 11,026 -75.0
Cougar (FWD) 2,862 0 NA 2,862 0 NA
Sable 9,592 9,660 -0.7 33,996 38,481 -11.7
Mystique 3,845 3,618 6.3 12,898 16,389 -21.3
Tracer 2,429 3,267 -25.7 10,663 15,286 -30.2
TOTAL MERCURY
CARS 29,064 27,364 6.2% 103,456 113,194 -8.6%
Town Car 7,583 6,554 15.7 32,205 24,874 29.5
Mark VIII 1,307 1,066 22.6 4,415 4,606 -4.1
Continental 2,388 2,020 18.2 11,631 9,204 26.4
TOTAL LINCOLN
CARS 11,278 9,640 17.0% 48,251 38,684 24.7%
L-M TOTAL CARS 40,342 37,004 9.0% 151,707 151,878 -0.1%
Villager 2,761 4,433 -37.7% 11,672 19,129 -39.0%
Mountaineer 3,337 3,049 9.4 13,853 14,822 -6.5
Navigator 3,427 0 NA @ 13,753 0 NA @
L-M LIGHT TRUCKS 9,525 7,482 27.3% 39,278 33,951 15.7%
L-M DIVISION
TOTAL 49,867 44,486 12.1% 190,985 185,829 2.8%
Memo: Total Lincoln
Brand 14,705 9,640 52.5% 62,004 38,684 60.3%
Note: Percentage changes are based on daily selling rates.
@ Lincoln Navigator's public introduction date was July 1, 1997.
* Vehicle Discontinued in 1997
CONTACT: Anne Doyle, Lincoln-Mercury Division, 313-446-4368
SOURCE Ford Motor Company