Soundbites: November 2011 Sales
Ford Motor Company’s November U.S. retail sales increased 20 percent versus a year ago. Total sales were 166,865, up 13 percent. Ford estimates its retail market share has averaged 15 percent in the last three months – its highest retail share in five years. Ford sales analyst Erich Merkle says the fastest growing regions accounting for this increase go from coast-to-coast.
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| Cut #1: |
”Our new products are resonating from left to right, from west to east coast and they are resonating outside of Ford’s traditional mid-west region.” :11 sec. |
| Merkle says consumers are capitalizing on Ford’s fuel-efficient vehicles, whether they be cars or trucks. | |
| Cut #2: |
“Vehicles that are responsible for this growth are vehicles like the Fiesta, the Explorer, and the new Focus, In fact the new Focus was up 51 percent this month in California, which really is a phenomenal success Especially on the West Coast and it continues then to help and support and drive that Western region for Ford.” :23 sec. |
Merkle did say gasoline prices do play a part in consumer choices, no matter what make of vehicle they need for their lifestyle. |
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| Cut #3: |
“We do find that fuel efficiency is top of mind with our customer, regardless of the segment. So whether you’re a pick-up truck buyer or whether you’re looking for a small car or something in between with one of our utilities, people are looking for the most fuel efficient option.” :18 sec. |
| Merkle compared the November’s Ford sales momentum, to that of the 2011 holiday shopping season, and points to the 20 percent uptick in retail vehicle sales as a significant number. | |
| Cut #4: |
“Remember retail sales are folks that are walking through a dealership door and buying a new vehicle. It’s not daily rental. our daily rental business was down 32-percent. The retail is really the quality of the number, so the 20-percent increase in the retail is a significant development, not only for Ford Motor, but for the industry and that really coincides in what we’re seeing in terms of the consumer and their new willingness to spend here in the month of November.” :32 sec. |
The one point Merkle want to clear-up was that incentives were driving sales in the month of November. |
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| Cut #5: |
“There’s been some stories floating around that incentives are driving November sales higher…Incentive sales are up over October for the industry, but only by about $200.00. When you compare November incentive spending to November of last year it’s actually slightly less. When you compare November incentive spending to the summer months it’s slightly less and by the way in the summer months, we had a SAR, seasonal adjusted annualized rate, that was running in the mid to high twelve’s not in mid to high thirteen’s.” :33 sec. |
| Ford plans to build 675,000 vehicles in the first quarter of 2012, up 3 percent (18,000 vehicles) compared with first quarter 2011. Ford plans to build 674,000 Vehicles in the fourth quarter of 2011, an increase of 14,000 vehicles from the previous forecast. |