Ford Motor Co. estimates that December’s U.S. industry sales will match the figures for the last two months, leading to an annual sales rate of about 12 million vehicles.
Jim Farley, Ford’s group vice president of global marketing, sales and service, said that the average transaction prices are higher due to customer demand for expensive trim levels and options such as leather seats. Historically, most of the sales in December occur in its last week.
But Farley said that what makes 2010 challenging is that Christmas and New Year’s fall on a Saturday. He said that he won’t be surprised if there are some “headwinds on the traditional SAAR” as people will be busy on those Saturdays rather than shopping just like in the past years.
Farley also said that he anticipates that the sales pace will recover in the first week of January. Farley added that Ford’s average transaction price is still “robust” since consumers are opting for the pricier trim levels.
He revealed that this trend isn’t only true for the Fiesta subcompact but also “all the way up through the lineup, including F series.” [via autonews - sub. required]