Ford Motor Company posted a 1 percent decline compared to April 2013, mostly as a result of struggling passenger car sales. Last year Ford had the best April since 2007, so it is worth noting that the company nearly equaled the achievements of April 2013. Yet, keeping the competition in mind, Ford is essentially treading water while competitors like Chrysler and GM improved sales 14 and 7 percent, respectively. Unsurprisingly, F-Series pickups led the way in Ford sales. Year-to-date Ford car sales fell 9.5 percent, while truck sales slightly improved 2.9 percent.
Winner: Ford F-Series, 63,837 Units Sold, Up 7.4 Percent
Although the F-Series did not top March’s 70,940 units, April 2014 still was the best April for Ford pickup sales since 2006, and helped bring 2014 total year-to-date sales to 236,745. F-Series still sits atop the pickup sales heap among the Big Three U.S. automakers, but General Motors is hot on its heels. GM’s Chevrolet Silverado and GMC Sierra combined for 60,001 units sold in April, which is a little close for comfort if Ford wants to hang on to its crown.
Winner: Ford Explorer, 16,629 Units Sold, Up 17.1 Percent
Even if year-to-date sales are down 6.1 percent to 58,997 units, the Explorer still had a decent month in April. Sales dropped just a bit compared to the previous month’s 17,751 units, but still grew significantly over April 2013’s 14,204 vehicles sold.
Winner: Ford Expedition, 3,764 Units Sold, Up 35.2 Percent
Expedition sales are now up 16.2 percent through 2014 compared to this time last year. Still, the combination of Expedition and Explorer gains were not enough to save the Ford utilities from posting a small 0.7 percent decline. We can attribute this to sluggish sales from Edge, which dropped 28.8 percent, and Escape which fell 4.8 percent.
Loser: Ford Focus, 19,104 Units Sold, Down 15.3 Percent
April was another month of decline for the Ford Focus. It was down 3.8 percent in March, and April’s decline of over 15 percent does not inspire confidence. While the refreshed 2015 Focus will perhaps turn things around when it arrives this fall, the compact car is now 15.9 percent behind its sales at this time in 2013.
Loser: Lincoln Brand, 6,803 Units Sold, Down 10.7 Percent
Granted, Lincoln is up 20.8 percent year-to-date over the same time in 2013, but April was not a good month for Ford’s luxury brand. After the MKZ made big leaps in April 2013 as production ramped up of the redesigned 2014 model, things were supposed to climb steadily upward. This is not the case a year later, as the MKZ is down 23.9 percent to 3,054 units. The MKS managed to grow 8.9 percent compared to last April, but the difference between last year and this year is only 65 vehicles from 730 units last year to 795 this year.