Ford has announced second quarter sales in China of 154,042 vehicles, a 21.7% decrease compared to the same period last year. Compared to the first quarter of 2019, sales of Ford-branded (import and domestic) and Lincoln vehicles increased 24% and 28% respectively. The company claims it has put measures in place to improve performance in the world’s largest car market. and that some improvement is already in evidence.
In April, the company announced its new Ford China 2.0 transformation blueprint with a mission to accelerate the redesign of its business, sharpen its focus on the Chinese market and officially kick off the Ford China 2.0 era. In the second quarter, Ford said it made a determined effort to implement initiatives ranging from building a new leadership team with the requisite in-depth Chinese market experience, strengthening cooperation with joint venture partners, providing all-round support for dealers and working with all stakeholders to meet business challenges head-on.
The company also says it has taken ‘aggressive actions to reduce dealer inventory’, as well as increase showroom traffic, stabilise transaction prices and improve dealer profitability. Dealers’ day supply ended the month at 28 days, the lowest level in the past 18 months.
Ford says further evidence of this disciplined approach can be seen in the company’s preparation for the rollout of China VI Emission Standards. Due to the pull-ahead, sales of Ford’s China V standard imported vehicles – including Explorer, F-150 Raptor and Ranger – surged in China VI areas. Ford Mustang and F-150 Raptor also completed the transition from China V to China VI models. Changan Ford (CAF) implemented a comprehensive road map to help dealers navigate the transition period by helping them to clear their China V inventory in China VI areas and accelerate the launch of new models in compliance with the new emission standard. JMC also ensured thorough preparation to upgrade its existing models to meet the new China VI emission standard and is set to progressively deliver new qualified models according to the implementation timelines of different cities and regions across China.
Ford Brand Highlights
- Sales of Ford-branded – import and domestic – vehicles totalled 92,885 in the second quarter, up 24% compared to the first quarter, and down 28% year-over-year.
- Sales of CAF brand vehicles in May and June recorded two consecutive months of gains of more than 30% growth, further boosting dealer confidence.
- Sales of the new Ford Focus hit a monthly record high of 7,176 units in June, up 88% compared to May. In the first half of 2019, sales totalled 23,399 units. In Taiwan, sales of the new Focus continued gaining momentum in June, achieving a new monthly sales record of 1,138 units.
- In the second quarter, sales of the new Ford Territory SUV hit 13,403 units, contributing to first-half sales of 19,014 units, making it the best-selling Ford SUV in China during the period.
- Ford’s imported vehicle line-up continues to be popular with Chinese customers. In the second quarter, sales of the high-performance Ford F-150 Raptor pick-up truck increased by 21.2%, with first-half sales soaring by 76% year-over-year. Second quarter sales of the Ford Mustang grew by 9.5% compared with the same period last year.
- In the commercial vehicle sector, JMC Transit Kombi sales hit 2,238 units in June, an increase of 11% year-over-year.
Lincoln Brand Highlights
- Second quarter Lincoln sales were 12,404 units, up 7% year-over-year, an increase of 28% compared to the first quarter.
- First-half sales of the all-new Lincoln Nautilus increased by 29% year-over-year. The 2019 model continues to be especially popular with Chinese customers thanks to its more powerful twin-turbocharged 2.7-litre V6 engine, new 8-speed transmission, impressive front design and premium interior.
- Sales of the Lincoln Navigator luxury SUV maintained strong growth, with first-half sales up by 68% year-over-year. Sales of the Lincoln MKZ luxury sedan also achieved a year-over-year increase of 6%.
JMC Brand Highlights
- Sales of JMC indigenous branded vehicles reached 48,753 units in the second quarter, down by 13.1% year-over-year. JMC indigenous branded pick-up truck sales in June grew by 16.3% and second quarter sales increased by 1.2% compared to the same period last year.