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F-Series Sales, ATPs Up in March; Ford’s Overall Sales Declines Continue

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The 2017 Ford F-Series Super Duty provides seating for up to six people and carries a starting MSRP of less than $33,000

Ford Motor Company posted a 7.2% year-over-year sales decline in March with both the Ford and Lincoln brands seeing decreases. Ford sales totaled 236,250 units in the United States, with Ford brand sales totaling 226,696 units (down 7.5%) and Lincoln sales totaling 9,554 units (down 1.4%).

Ford was led as ever by the F-Series, which saw sales increase 10.1% with 81,330 units delivered. Average transaction prices for F-Series trucks were estimated to have increased by $2,500 per unit year-over-year; Ford attributes this to 56% of all Super Duty sales coming from high-end trims like the Lariat, King Ranch, and Platinum.

“Our high-series Super Duty trucks and all-new F-150 Raptor drove double-digit F-Series sales gains in March, along with the strongest year-over-year increase in transaction prices of any truck manufacturer in the industry,” said Mark LaNeve, Ford VP, US Marketing, Sales, and Service.

Despite double-digit declines from the E-Series, Transit, Transit Connect, and heavy trucks, Ford Trucks were up 2.5% at 102,381 units sold.

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Ford-branded SUVs were down 3.2% year-over-year at 70,535 units sold. Escape led the brand in terms of volume with deliveries totaling 28,113 units—also pulling down record March retail sales with a 13% increase—and Expedition sales increased 42.7% year-over-year at 5,472 units. Lincoln SUV sales were down 5.3% at 6,090 units delivered, but sales of the MKC increased 16.8% with 2,284 units.

Ford car sales were down 25.6% at 53,780 units sold. Only the Fiesta saw a year-over-year sales increase, with sales growing 20.6% at 5,488 units. Ford also sold two GT supercars in March. Lincoln car sales were up 6.2%, led by 963 units from the all-new Continental.

Through three months, Ford Motor Company sales are down 4.4% at 617,302 units, and Ford brand sales are down 4.9% at 590,219 units.

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