Ford To Surpass Previous Market Share, Aims Higher This Year

Jan 30, 2017 04:20 AM EST | jonathan aguilar

In year 2017, Ford aims to go higher than its 13%  market share projections as the 2016 sales figures are about to be released. It looks like the company will get a market share of 14.6 percent according to IHS Markit data for its Ford and Lincoln brands with fleet sales included.

Auto News reports that Ford wants to increase the strength of its leading brands, especially their latest redesigned Super Duty pickup truck. The company is not planning to increase their current number of dealerships which has reached 3,000 across the country.

Its main competitor, Chrysler has plans to increase its dealership outlets by 400. Ford will not concentrate on increasing dealership numbers although, in some areas, this will most likely occur.

"We're very comfortable with the amount of dealers we have," Mark LaNeve, head of Ford U.S.A. Marketing, Sales and Service, said after the NADA meeting with franchise dealers in New Orleans. The announcement was well accepted by the dealers in attendance.

Ford also announced the planned expansion of aftermarket spare parts sales with the addition of the Omnicraft brand. These include sales of spare parts to other vehicles aside from Ford and Lincoln. The company announced that so far $2 million have been made on this aftermarket scheme.

The company also announced the upcoming new range of vehicles to be introduced to the car market in the next five years including 13 electric powered vehicles. This is part of the product strategy of increasing further Ford's market share in the car industry.

Ford also presented its plans to introduce the midsize pickup Ranger in 2019 and the Bronco SUV in 2020. No additional details were given but dealers appreciate that new products mean more sales.

According to some dealers who attended the meeting, a preview of the 90-second Ford advertisement for the February 5 Super Bowl was shown.  It has been three years since Ford last advertised in the Super Bowl and this is part of the company's strategy to increase its market share in 2017.


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