Ford sold 10 percent more vehicles in July 2014 thanks to incentives

Article by Andrew Christian, on August 4, 2014

Ford Motor Co. sold 10 percent more vehicles in July 2014 than it did in the same month last year. Ford sold a total of 211,467 vehicles in July, with 203,604 coming from its namesake brand (up 9 percent) and 7,863 coming from its Lincoln premium marque (up 14 percent). Ford said July incentives surge an average of $400 per vehicle over the same month in 2013, while transaction prices dipped $360.

Stronger sales in July comes the carmaker is in the midst of its largest product offensive so far, rolling out 16 new or refreshed vehicles this year alone. Erich Merkle, Ford sales analyst, noted that also means that a record number of products are nearing end of their life cycle.

Ford posted its largest gains on crossovers and SUVs (17 percent) while sales of cars and trucks jumped 6 percent and 7 percent, respectively. Particularly, Ford’s Fusion mid-sized sedan managed to break its own July sales record, surging 17 percent to 23,942 – thanks to higher incentives and lower transaction prices.

To cater to growing demand for the sedan, Ford last summer commenced output of the Fusion in Flat Rock, Mich. According to John Felice, vice president of US marketing, sales and service, Fusion’s market share has jumped 1 percentage point to 12.5 percent in the last year.

Merkle remarked that while Fusion’s average transaction prices have dropped $1,000 from a year ago, they remained at the “higher end of the pricing band” for the mid-sized sedan segment. He credited the gains to conquests in areas outside Great Lakes, particularly in the West.

Ford saw sales of the Explorer and Escape surge 32 percent and 19 percent respectively. The carmaker, the outgoing Edge logged a 19-percent drop in sales, so was Flex fell that fell 30 percent.

The F-series pickup logged a 5-percent jump in sales to 63,240, although transaction prices are up $2,500 per vehicle so far in 2014.

Topics: ford, sales, incentives

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