Toyota's recall dilemma is not the reason for Ford Motor Co.'s increase in market share, according to Ford marketing boss Jim Farley. Rather, Ford's share climbed to 17.4% in the first quarter because of a fresh product and a focus on fuel economy.
A year earlier, Ford had posted a 14.7% market share, making this point increase as the biggest for any major player.
Consumer Web site Edmunds.com expects Ford to post a gain of about 26% from April 2009 to April 2010. For the first quarter, Ford's sales increased by 37% to 441,708 vehicles, giving the company a $2.1 billion profit, its fourth straight quarter of being profitable.
In an interview at the Beijing motor show last week, Farley said that Ford isn´t aiming for a market share goal. However, he would like to emphasize that the current expansion is a long-term sustainable trend.
Farley said that Ford has begun to take the lead when it comes to fuel economy in core segments. Farley clarified that as that's being done, new shoppers are being reeled in by its new products and their features.
In particular, Farley said that model revisions for the Taurus and Focus are being applauded. The brand also pointed to increased resale values and decreased incentive spending as contributing factors to the increase in market share.