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Ford Plans to Increase Retail Market Share to 13% in 2017

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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

2017 Ford F-Series Super Duty

Ford this past weekend revealed to its dealers that it intends to grow its retail market share to more than 13% in 2017.

Automotive News reports that IHS Markit data has Ford and Lincoln’s total US market share totaling 14.6% in 2016, a figure that includes fleet sales.

It is noted that Ford’s plans to grow its retail shares would be led by its most profitable vehicles, including the 2017 Super Duty. Ford would also be looking to grow its share without any notable plans for expansion of its dealer network.

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Mark LaNeve, Ford’s head of US Marketing, Sales, and Service, did note that there will be instances of dealer network growth in certain key markets, but only in case-by-case instances.

“We’re very comfortable with the [number] of dealers we have,” LaNeve told Auto News.

Also on the docket for discussion at the meeting was the launch of Ford’s new Omnicraft aftermarket parts brand, which will be available for use on vehicles other than Ford and Lincoln models. It also hit upon its plans to launch 13 electrified vehicles over the next five years—including hybrid versions of the Mustang and F-150—as well as the return of both the Ranger mid-size pickup and Bronco SUV.

Ford also noted that it will show a commercial during this year’s big game; the ad was subsequently revealed ahead of Sunday’s events, featuring a voice over from actor Bryan Cranston and focusing more on the company’s Smart Mobility innovations than any one specific vehicle. Ford aspires to expand its horizons and become an automotive and mobility company, a move indicated by the establishment of its Ford Smart Mobility LLC.

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News Source: Automotive News (subscription required)