Ford sales rose slightly in May, but the result might have been better if not for tight supply, executives say.
In total, the automaker delivered 245,626 light vehicles last month, up 2.6% on a daily-rate basis from year-ago (one less sales day this year than last), according to WardsAuto data.
Suffering from limited availability, Ford’s highest-volume model, the F-Series, posted a 6.4% drop, losing some ground in the fullsize-pickup market to key competitors last month. Still, executives say they are pleased with the results, as turn rates remain high and average transaction prices continue to escalate.
In total, 57,410 F-Series were delivered in May, with about 63% of F-150s the all-new ʼ15 model. F-150 inventory is turning every 26 days, compared with 83 days for competitive fullsize pickups, the automaker says. ATPs are up $3,300 to $43,300, with 65% of F-Series trucks sold last month high-end-trim editions and 67% equipped with an EcoBoost V-6.
Look for F-Series availability to improve from this point onward, with Ford’s Kansas City, MO, plant expected to complete its changeover to the new model this month, says Mark LaNeve, vice president-U.S. Marketing, Sales and Service.
“May was a low point, and it gets better from there,” he says. “When we hit the sweet spot is not clear, but June (inventory) will be better than May.”
Ford says it is getting similar traction with other all-new models such as the Mustang, which saw daily sales soar 45%, including a 116% spike in retail volume in California.
“California dealers are begging us for more,” LaNeve says.
Mustang buyers are showing a healthy interest in the new up-option 2.3L EcoBoost 4-cyl. engine, which is running at a 36% take rate nationally and an even higher 40% penetration in California. ATPs are up as well, at $5,000 over year-ago, officials say.
Sparked by the market’s overall thirst for utility vehicles, the Edge (up 39.0%), Explorer (2.4%), Lincoln Navigator (55.8%) and new Lincoln MKC also posted strong months. Lincoln recorded its best May since 2007 on a 10% increase in retail demand, driven by its utilities.
“As we say in this industry, (the Edge is) selling right off the truck,” LaNeve says of the hot-selling model restyled for ’15, pointing to an inventory turn of just 13 days. “All this and we haven’t really advertised on TV.”
The entry Fiesta, gaining 35.8%, was among the few cars showing positive results versus year-ago, but officials say a big part of that jump came from the fleet market. Overall, fleets accounted for 32% of Ford LV sales for the month, about on par with year-ago, though rentals’ share of 16% is up from May 2014’s 12%.
Ford ended the month with 597,000 vehicles in inventory, including 189,000 cars, 254,000 trucks and 154,000 utilities, equal to a 60-day supply. That compares with 634,000 vehicles, or a 65-day supply, a year ago.
