Ford logs 2-percent sales drop in February to 179,673 units

Article by Christian Andrei, on March 9, 2015

In the past 14 months, Ford Motor Co. saw its saw sales dropped eight times in the United States, the latest in February 2015. Ford posted a 2-percent drop in total light-vehicle sales in February to 179,673 units, which brings its two-month performance to a 6-percent. That drop was costly as it allowed Toyota (plus 13 percent to 180,467) to surpass Ford as the second-largest carmaker in the US in terms of sales.

According to Ford, retail sales were flat in February 2015, while fleet deliveries plunged 5 percent. A bright spot for the carmaker was its F-150, which retail sales jumped 7 percent and which average transaction prices leaped $2,000 from a year ago. The US carmaker said its sales remained hampered by tight inventories of the 2015 F-150, which shipment to dealers commenced in November.

The carmaker saw its volume of its cars drop 8.1 percent and sales of the Escape crossover – the second best-selling utility vehicle in the US in 2014 -- dive 9.6 percent. The Escape dropped to No. 5 in February, now behind the Honda CR-V, Toyota RAV4, Chevrolet Equinox and Nissan Rogue.

According to Mark LaNeve, Ford’s vice president of U.S. marketing, sales and service, the Escape’s drop was mainly due to a planned cutback in fleet deliveries. Cushioning the plunge were the Explorer and Mustang, which surged 32 percent. LaNeve said that the carmaker would have liked to perform better in cars, adding that Ford has plans to “run strong” with its car products in March and April.

He added that the 41-percent drop in Edge crossover sales “wasn’t unexpected in the least,” as the redesigned 2015 Edge is making its way to dealers. Brand-wise, Lincoln dropped 7.5 percent with the MKZ and MKX posting dives of 40 percent and 44 percent, respectively.

Ford saw sales of F-series pickups dropped 1.2 percent as it ramps up output at the second of its two F-150 sites. Retail sales of the F-150 jumped 7 percent, with the 2015 version generating 21 percent of the figure.

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