Ford’s total September 2014 sales of 180,175 vehicles was a 2.7 percent decrease compared with last year, and the company’s year-to-date sales are falling behind 2013 levels as well. Partially to blame is the model changeover for the 2015 Ford F-150, which has hurt these all-important truck sales as Ford prepares the factory to build the all-aluminum, redesigned version of its best-selling pickup. SUVs and crossovers are relatively flat for the Ford and Lincoln brands, but cars are down, with Ford cars decreasing 5.5 percent this month and Lincoln cars plummeting 28 percent.
Winner: Ford Fusion, 21,693 Units Sold, Up 8.6 Percent
The Fusion was the only one of Ford’s passenger cars to post an increase this month, as all other models from the Taurus to the Fiesta to the Mustang posted declines. The Fusion’s 21,693 units sold make for the model’s best September ever, and year-to-date sales of this midsize sedan are ahead of 2013 by 6.3 percent.
Winner: Ford Explorer, 13,770 Units Sold, Up 0.8 Percent
The Explorer crossover, in both civilian and Police Interceptor forms, continues its growth through 2014 despite a lack of major changes since its 2011 debut. Sales of the Explorer were up slightly this month, and the Police Interceptor Utility jumped up 54 percent and is now significantly outselling the Taurus-based Police Interceptor Sedan. Explorer sales also outpace the 2013’s year-to-date total by 5.5 percent.
Wait and See: Lincoln Brand, Up 12.5 Percent
Without the addition of the 2015 Lincoln MKC, this month would have been a significant loss for Ford’s luxury brand. Fortunately, the new crossover’s 1763 sales propelled the brand to a 12.5 percent increase over last year and made the MKC the second best-selling Lincoln, just behind the MKZ sedan. That’s not saying much, though, as the MKZ, MKS, and MKT models were all down by double-digit percentages. The new Navigator was up by 23.8 percent, but Lincoln will need more than a few SUVs to sustain long-term growth.
Wait and See: Ford F-Series, 59,863 Units Sold, Down 1 Percent
As Ford sells off its remaining 2014 F-Series inventory in preparation for the new 2015 model that goes on sale in a few weeks, volumes are dwindling and sales are suffering. September 2014 thus marks the first month of sub-60,000 sales for the F-Series since February of this year. Ford was also beaten by GM, whose combined Silverado and Sierra pickup sales totaled 66,939 units this month. As such, we expect F-Series sales to be down overall in 2014 compared to last year, as year-to-date sales have already fallen behind by 0.4 percent.
Losers: Small Cars, Fiesta, Focus, C-Max Down 17, 8, and 18.1 Percent, Respectively
All of Ford’s small cars were down this month, with the C-Max hybrid losing 18.1 percent, the Fiesta subcompact losing 17 percent, and the Focus decreasing by 8 percent. These three models each fall behind 2013’s year-to-date numbers as well, the C-Max most significantly with its 23.1 percent deficit compared with this time last year. The refreshed 2015 Ford Focus may help some when it goes on sale early next year.