DEARBORN – Ford’s market share is growing at a faster rate than its competitors in the United States, gaining nearly a full percentage point through May, largely in the hotly contested small utility vehicle and midsize sedan segments – and on the coasts.
“Our gains for the Ford brand in the U.S. are driven by our new products,” said Joe Hinrichs, Ford president of The Americas. “We are absolutely committed to continuing the aggressive introduction of new products throughout our showroom.”
Since the introduction of the new Fiesta three years ago, the Ford brand has achieved the fastest retail share growth of any automotive brand on the west and east coasts combined – up almost 2.5 percentage points compared with 2008 – based on Polk retail registration data. This year, the growth is largely based on share gains for the Ford Escape small utility vehicle and Ford Fusion midsize sedan.
The share gains demonstrate the success of Ford’s push to win over customers by investing more in small cars, midsize sedans and small utilities – in what Ford has dubbed the “super segment.” Particularly on the west coast, Ford vehicles’ standout design and leading fuel efficiency in this segment are helping the company to close the market share gap with Japanese rivals. Based on Ford analysis of Polk retail registration data, Ford’s east and west coast retail market share is 1 percentage point away from Honda.
“What’s so encouraging is the quality of our share gains,” said Jim Farley, executive vice president, Global Marketing, Sales and Service and Lincoln. “Customers are increasingly choosing highly equipped vehicles such as our Titanium models. We also see this in customers asking for our in-vehicle connectivity SYNC® and MyFord Touch® systems, which are now in 79 percent of vehicles across the Ford brand – more than double the rate of Toyota and Honda infotainment systems.”
Throughout the U.S., sales growth remains strong across Ford’s product portfolio. Sales of Ford’s F-Series, the best-selling pickup in the United States for 36 years, rose 22 percent through May, topping 70,000 units last month for the first time since March 2007.
Ford also is now on track to be the best-selling utility vehicle brand in the United States for the third straight year. Utility sales, led by the new Ford Escape and Explorer, are up 18 percent through May, with Escape sales on pace to surpass 150,000 vehicles in the first six months of 2013.
Technology, fuel economy and design drive growth
“Ford vehicle technologies are helping to attract new customers and drive growth,” said Raj Nair, group vice president, Global Product Development. “SYNC and MyFord Touch are also helping to deliver higher customer satisfaction.”
Customers that have vehicles equipped with MyFord Touch are more satisfied with overall vehicle quality for most models than those that do not have the advanced infotainment – showing that customers continue to want these technologies. Customers with Fusions that have MyFord Touch have 7 points higher quality satisfaction than other Fusion models. We also have improved MyFord Touch quality by more than 50 percent since launch and plan another upgrade this summer.
Driven by EcoBoost® and hybrids, Ford’s fuel-efficient lineup also is contributing to the company’s U.S. growth. Ford offers seven vehicles that deliver more than 40 mpg, including the new SFE-package Ford Fiesta with best-in-class 41 mpg highway. With the introduction of the new Ford C-MAX and Fusion Hybrid, Ford has also sold more hybrids in the first five months of 2013 than in any full year ever.
Adding to the fuel economy leadership, the award-winning 1.0-liter EcoBoost will be available on Fiesta later this year. The company also plans to further invest in technologies like Auto Start-Stop and nine- and 10-speed transmissions. These transmissions, to be built in both front- and rear-wheel-drive variants, will be matched with advanced new EcoBoost powertrains to further improve vehicle performance, increase fuel economy and ultimately drive greater levels of customer satisfaction.
“Customers continue to want leading fuel economy in their vehicles, and we’re committed to delivering top fuel economy across our lineup,” Nair said.