Ford Motor Company Sales Decline 7.2% in April; Edge, Escape, and Expedition Remain Strong
Ford Motor Company posted its April sales results on Tuesday, showing a 7.2% year-over-year decline with 214,695 vehicles sold. Ford’s retail sales were down 10.5% at 140,762 units delivered, and fleet sales were flush at 73,933 units.
Despite an overall down month, there were bright spots to be found, particularly with regards to SUVs and trucks. Ford-branded SUV sales totaled 67,309 vehicles, up 2.8% year-over-year and good for a new monthly sales record. Sales were down for every Ford-branded vehicle in April except for the Escape (up 7.2% with 25,637 units), Edge (up 5.8% at 12,147 units), and Expedition (up 13.2% at 5,116 units). Overall SUV sales for both the Ford and Lincoln brands combined were up 1.2% at 73,318 units.
And while Ford F-Series sales declined a scant 0.2% in April, sales still topped 70,000 units at a total of 70,657 trucks sold. This pushes Ford F-Series’ sales total to 275,938 trucks through just four months, up 7.4% year-to-date.
The popularity of more opulent trimmings for the F-Series and other Ford vehicles helped to drive a $1,900 increase in Ford’s average transaction prices for the month. The F-Series Super Duty in particular—with its Lariat, King Rang, and Platinum trims and a new available diesel engine—saw its ATPs increase $8,400 year-over-year to approximately $58,200 per truck sold.
“Strong demand for high-series Super Duty trucks and diesel powertrains drove a $1,900 increase in Ford’s transaction pricing versus an industry increase of just $210,” said Mark LaNeve, Ford Vice President, US Marketing, Sales, and Service. “F-150 customers equipped nearly 70% of their trucks with EcoBoost engines last month, with dealers seeing strong demand for our new Raptor.”
Ford Brand sales totaled 205,004 units, down 7.5% year-over-year. Lincoln sales declined just 0.9% year-over-year with 9,691 units delivered; the brand was led by the Continental and MKZ, which combined to spur 43% passenger car growth at retail.
Through April, Ford Motor Company’s total sales are down 5.1% at 831,997 vehicles delivered.