That's the concerning part of what's happening at Ford, they have lost a tremendous amount of customer diversity in favor of F-Series. SUVs have not absorbed their car customers and I think we can assume most of those Fusion/Focus/Fiesta buyers didn't shift to buying F-Series. This might be part of their strategy to shed those low-profit customers, it's hard to say. It is remarkable how they've been able to transfer so much volume to higher profit trucks. As for SUVs, they still need to reorganize their manufacturing and product portfolio, everybody knows Ford is a little behind on the small Crossover category which is part of the problem. They also need a place to build more while also shuttering some of that car volume. At least we know Ford is working on it, new Escape and EcoSport on the way along with more SUV nameplates. I think they see the future and although they are not acting as proactively as they probably should, at least there won't be any guessing games on where it's heading once they get there.
True. This major downturn in car sales is Ford specific, as the other major automakers are down, but in mostly single digits. Fusion is down -32% for the year and -36% for Feb, while Camry was down -13%and -3.6% respectively. Accord was -9% and -12%, and Altima at -13% and -18%. Focus down -26% and -25%, while Corolla down -8% and -4%, and Civic down -6% and 4%.
With Accord being the retail market leader, it's numbers should be more reflective of the actual market, meaning that it's Ford's lack of effort to move more Fusion models that is representing the much larger decline. Focus vs Corolla/Civic is a similar story. Can't blame the market, when the competition is doing many times better.
What's funny is the Fiesta is the only Ford car the highest sales increase for the year up 20% for the year and month. And if CUVs are the holy grail, then why is the Edge down -11% for the year and 16% for the month? What's clearly identified here is that there is not just one segment that consumers are shipping. CUVs are an option but not the only option for consumers.
Unfortunately what I have seen over the years is that Ford tends to put all their eggs in one basket. More than that, all on one vehicle. Hinging everything on one vehicle like F-Series, and let the rest dwindle on it's own without enough marketing and incentives to maintain sales momentum. So Ford vehicle sales, except F-Series, are all over the place month after month. Unlike Toyota, Honda and Nissan who are very consistent with their marketing and incentives, and their sales remain very consistent.
But Ford has never been much on sales numbers, except for F-Series. Which makes for very lopsided overall sales.
SO not buying the whole sedans are declining and CUVs are booming....cause that's not happening. What's new, what looks good, what is marketed and what is available is what sells.
Then again, Feb and April sales have always been a bit soft. Maybe due to it's time to do taxes, and some have to pay, and others are waiting for returns, which offers a sales boost for May.