Ford's U.S. Sales Up One Percent
4 June 1998
Ford's U.S. Sales Up One Percent; Trucks Set Records; Retail Car Sales Up, Daily Rental Down
DETROIT, June 3 -- U.S. consumers purchased or leased
353,793 cars and trucks from Ford , Lincoln, and Mercury dealers in
May, up 1.2% from a year ago. Car sales totaled 139,622, down 5.5% from a
year ago; truck sales totaled 214,171, up 6.2% from last year's record sales.
Highlights for the month included:
* Any-month truck sales record (214,171); the previous record of 209,797
was set in May 1997
* Ford Division set an industry record for truck sales by a single
division (202,205) and Ford Division trucks continued as the runaway best
sellers in every segment, except minivans
* Any-month industry record for pickup truck sales -- Ford F-Series and
Ranger combined sales were 106,568
* Record sport utility vehicle sales -- Ford Explorer and Expedition,
Mercury Mountaineer and Lincoln Navigator combined for May sales of 61,073
* An 11% sales increase for 1998-model cars to retail customers, and at
the same time, a 16% sales decrease in car sales to daily rental customers.
"The U.S. market is intensely competitive," said Bob Rewey, Ford's group
vice president of marketing, sales, and service, "and this puts a lot of
pressure on revenue. At Ford, our focus is on delivering maximum value to our
customers, dealers, and shareholders for every dollar of revenue. This focus
is apparent in our recent sales and financial results."
Full-size and compact pickup buyers lifted Ford's F-Series and Ranger to
an industry sales record. F-Series sales totaled 73,125 (up 10%) -- the best
sales for any full-size pickup since F-Series posted sales of 77,624 in May
1996. Ranger sales totaled 33,443 (up 39%) -- the best sales month for any
compact pickup since March 1985. F-Series and Ranger combined for total
pickup sales of 106,568. F-Series and Ranger have surpassed 100,000 sales in
a single month three times before, but no other pickup duo has ever reached
the "century" sales mark in a single month.
"F-Series and Ranger are on pace to eclipse one million in annual sales
for the fourth year in a row," said Rewey. "We're particularly pleased with
the endorsement we've received from customers for the latest additions to our
pickup trucks -- the all-new Super Duty F-Series and the new Ranger four-door
Supercab."
Among other truck highlights, Ford's quartet of sport utility vehicles
(Ford Explorer and Expedition, Mercury Mountaineer, and Lincoln Navigator)
combined for a May sales record of 61,073, up 8%. In the increasingly
competitive sport utility market, Explorer increased the sales margin over its
closest competitor with sales of 36,548 (up 10%) -- the best May since 1995.
Mountaineer set an any-month sales record of 4,829 (up 44%).
Econoline, America's best-selling full-size van, posted its best May sales
since 1989 and Windstar had its best May sales since 1995.
Sales of 1998-model cars to retail customers were up 11 percent in May.
The Lincoln Town Car, Mark VIII, and Continental, Ford Taurus, Mustang, and
Crown Victoria, and the Mercury Sable all posted double-digit increases in
retail sales. The ZX2 set an any-month sales record and Mustang had its best
sales month since June 1994. Calendar year-to-date sales of the 1998 models
are up 6%. In contrast, industry sales of passenger cars to retail
customers were down seven percent through April, the latest available
period.
"One of our 1998 goals was to increase car sales to individual customers,"
said Rewey. "Customer response to our new large and luxury cars, and the
enhanced value we incorporated in our other cars, shows that we're on the
right track."
Ford is increasing its second quarter production schedule by 3,000 cars
and 5,000 trucks reflecting higher retail car sales and record truck sales.
FORD MOTOR COMPANY MAY SALES
May Month DSR % May CYTD DSR %
1998 1997 Change 1998 1997 Change
TOTAL VEHICLES * 353,793 363,521 1.2% 1,558,674 1,611,474 -2.5%
TOTAL CARS * 139,622 153,724 -5.5 642,551 672,561 -3.7
TOTAL TRUCKS 214,171 209,797 6.2 916,123 938,913 -1.7
memo:
Domestic Cars 139,622 150,185 -3.3% 637,634 658,992 -2.5%
Imported Cars * 0 3,539 -100.0 4,917 13,569 -63.5
Light Trucks 213,212 206,087 7.6 907,869 919,979 -0.5
Heavy Trucks 959 3,710 -73.1 8,254 18,934 -56.1
Note: Percentage changes are based on daily selling rates.
Selling Days 25 26 127 128
CONTACT: George Pipas, 313-446-9195
FORD DIVISION MAY SALES
May Month DSR % May CYTD DSR %
1998 1997 Change 1998 1997 Change
Crown Victoria 10,092 9,533 10.1% 49,785 49,435 1.5%
Thunderbird* 0 7,653 -100.0 2,243 31,281 -92.8
Taurus 35,642 28,070 32.1 154,698 145,963 6.8
Contour 11,882 17,649 -30.0 59,871 65,745 -8.2
Escort 29,242 31,008 -1.9 117,382 118,511 -0.2
Aspire* 0 3,539 -100.0 4,917 13,569 -63.5
Mustang 14,753 11,893 29.0 60,879 45,980 33.4
Probe* 0 1,919 -100.0 3,058 7,739 -60.2
TOTAL FORD CARS 101,611 111,264 -5.0% 452,833 478,223 -4.6%
Expedition/Bronco 16,179 20,701 -18.7% 78,780 88,310 -10.1%
Explorer 36,548 34,701 9.5 157,452 152,670 3.9
Econoline/Club
Wagon 19,253 19,584 2.4 85,124 80,303 6.7
Aerostar* 0 4,995 -100.0 1,060 24,261 -95.3
Windstar 22,698 22,539 4.7 82,332 89,808 -7.7
Ranger 33,443 25,121 38.5 130,204 124,372 5.5
F-Series 73,125 69,355 9.7 321,673 317,213 2.2
TOTAL FORD LT.
TRUCKS 201,246 196,996 6.2% 856,625 876,937 -1.5%
Heavy Trucks* 959 3,710 -73.1 8,254 18,934 -56.1
TOTAL FORD DIV.
TRUCKS 202,205 200,706 4.8% 864,879 895,871 -2.7%
FORD DIVISION
TOTAL 303,816 311,970 1.3% 1,317,712 1,374,094 -3.3%
Note: Percentage changes are based on daily selling rates.
* Vehicle Discontinued in 1997
CONTACT: Jim Bright, Ford Division, 313-446-7730
LINCOLN-MERCURY DIVISION MAY SALES
May Month DSR % May CYTD DSR %
1998 1997 Change 1998 1997 Change
Grand Marquis 9,263 10,544 -8.6% 49,549 42,556 17.3%
Cougar (RWD)* 0 2,683 -100.0 2,751 13,709 -79.8
Cougar (FWD) 2,079 0 NA 4,941 0 NA
Sable 9,439 9,752 0.7 43,435 48,233 -9.2
Mystique 3,465 3,379 6.6 16,363 19,768 -16.6
Tracer 3,400 4,897 -27.8 14,063 20,183 -29.8
TOTAL MERCURY
CARS 27,646 31,255 -8.0% 131,102 144,449 -8.5%
Town Car 6,551 7,722 -11.8 38,756 32,596 19.8
Mark VIII 1,429 1,280 16.1 5,844 5,886 0.1
Continental 2,385 2,203 12.6 14,016 11,407 23.8
TOTAL LINCOLN
CARS 10,365 11,205 -3.8% 58,616 49,889 18.4%
L-M TOTAL CARS 38,011 42,460 -6.9% 189,718 194,338 -1.6%
Villager 3,620 5,614 -32.9% 15,292 24,743 -37.7%
Mountaineer 4,829 3,477 44.4 18,682 18,299 2.9
Navigator 3,517 0 NA@ 17,270 0 NA@
L-M LIGHT
TRUCKS 11,966 9,091 36.9% 51,244 43,042 20.0%
L-M DIVISION
TOTAL 49,977 51,551 0.1% 240,962 237,380 2.3%
Memo: Total Lincoln
Brand 13,882 11,205 28.8% 75,886 49,889 53.3%
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