Ford comes up short in meeting its goal
Ford Motor Co., after increasing its share of the U.S. light-vehicle market for the last two years, is falling short of its retail goal this year, which may put pressure on the automaker to offer larger discounts.
Ford in the first quarter had 13.6 percent of the U.S. retail auto market, which excludes sales to fleet buyers, according to researcher Edmunds.com. That trailed the 14.1 percent target Ford’s board set for executives to match or exceed this year, according to the automaker’s government filings.
Ford’s share slipped as General Motors Co. increased sales incentives 11 percent in the first three months of the year, according to Autodata Corp. Ford, which reduced discounts by 9.1 percent in the first quarter, saw its total U.S. market share fall to 16.2 percent from 16.8 percent a year earlier, Autodata said.
“We believe Ford’s management could be forced to become more aggressive with incentives to avoid additional market share loss,” Joseph Amaturo, an analyst with the Buckingham Research Group who rates Ford “neutral,” said Tuesday. “We are increasingly concerned about net-price erosion.”
Chief Executive Alan Mulally, who has emphasized profits over market share, said Ford will maintain pricing discipline.
“The most important thing about our plan is profitable growth, so that leads us to tremendous discipline on everything about the business,” Mulally said Wednesday.
“The number one thing is to match the production capacity to the real demand.”
Ford, which earned $6.56 billion last year, failed to achieve its market share targets globally and in the Americas, according to its proxy statement filed this month. Ford achieved 44 percent of its corporate market-share goal and 58 percent of its target for the Americas, it said.
Ford has said its market share in Europe fell to 7.6 percent last year from 8.9 percent in 2009 as it resisted matching competitors’ discounts.
The automaker said its retail market share in the U.S. last year was 14.1 percent, trailing the board’s 14.2 percent target.
Mulally said Ford will continue to avoid the heavy, profit-eroding discounts that U.S. automakers used in the past to keep factories running.
“We will always be very disciplined about our production and our pricing and have the pricing reflect the real demand and inherent value of the product,” he said.