Ford Motor Co.'s business plan will not entail relying on having had its first U.S. market share gain since 1995. Ford was reported to have gained 1 percentage point of retail share in the California market but it isn´t expecting that trend to continue. Jim Farley, group vice president of global marketing, said that the company didn´t expect the gains in the segments recorded.
Sales of crossovers and the F-series pickup were strong but it's notable that a majority of the share gains have come with the Escape crossover, Fusion sedan and Fusion Hybrid.
It's also significant to note that even with the launch of the newer Chevrolet Camaro and Dodge Challenger, share for the Mustang pony car is up in California. Sales of Ford's new Taurus sedan are expected to add to those gains.
Nonetheless, Farley said that its business plan was never to count on share growth. When asked if the gains were achieved partly due to a lagging Chrysler, Farley responded that Ford has not gained from Nitro and Sebring. What's become apparent though is that as GM's marketing spending rises, Ford's share gains decline.
Farley said that with Chrysler's sell-down, he expects to have more months like February. He explains that Ford is completely transitioned to 2010s, while some of its competitors are still in 2009s and in sell-down mode. He asserts that Ford will not chase them down the drain hole.."
Ford's longer-term marketing plan will be to avoid direct comparisons to other domestic brands and will instead move to target huge international players such as Toyota and Volkswagen by emphasizing its own value and pricing.