Ford Motor Company's sales figures in December 2008 reflected the housing market, the economy and the jobless rate. Ford's sales analyst, George Pipas, says the sales rate in December was similar to what we saw in October and November.
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| Cut #1: |
"During these three months, the total vehicle sales rate including medium and heavy trucks is about 10.6 or 10.7 million and the light vehicle sales rate is probably in 10.3 or 10.4 and that is the lowest sales rate for the fourth quarter since 1981, so that gives you some indication the kind of conditions we are facing now as well as probably what we can expect to see as we begin 2009 at least in the first quarter." :29 sec. |
| However, there is a silver lining thanks to new vehicles, including the all-new F150 truck and fuel efficient powertrains consumers gravitated to in the month of December giving Ford an estimated increase in their market share up 0.7 of a point versus a year ago. | |
| Cut #2: |
"For three months in a row including December, Ford has achieved a market share increase compared with a year ago, that's the first time we've increased market share three months in a row since 1997." :12 sec. |
| As stated by Jim Farley, group vice president, Marketing and communications, "This is a strong ending to end a very challenging year." and this bodes well for coming months in 2009 for Ford according Pipas. | |
| Cut #3: |
"And I think another interesting thing is, our next series of product introductions are heavily weighted toward passenger cars, and the significance of that is, is that for the first time since 2000 passenger cars industry-wide have outsold light trucks." :18 sec. |
| In other car news, Ford Focus posted full-year sales just short of 200,000, making it the small car's highest sales year since 2004 and up 13 percent versus full-year 2007. Pipas says the best is yet to come in 2010. |
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| Cut #4: |
"Then in 2010 comes the assault, our attack on the small car market in away that Ford has never gone after the small-car market before. So just as consumers are the pendulum is swinging back toward passenger cars we're going to be delivering a lot of new passenger cars in our showroom." :18 sec. |
| The North American International Auto Show is right around the corner and Pipas believes that this annual event can act as a stimulus to car and truck sales, but the public must feel comfortable to part with their hard earned cash while they are repairing their household balance sheets. | |
| Cut #5: |
"While auto shows generate a lot of interest and provide people lots of information and are quite exciting when new products are introduced it’s a real positive for us, how that translates to sales in the United States in this environment is a whole different question, but at some point they'll be ready to buy, and at some point the favorable impression that Ford is garnering not only in product , but in quality, safety and fuel economy we hope is going to keep the ball rolling for us in 2009 and beyond.” :27 sec. |
| For the full year of 2008, Ford, Lincoln and Mercury’s market share is estimated at 14.2 percent, down 0.4 points versus a year ago. This marks the company’s smallest decline in market share this decade. |
