Rob Kaffl reports that Ford Motor Co. experienced a planned 10.2% decline in U.S. vehicle sales during July.
Ford Motor Co. reported a 10.2% year-over-year decline in U.S. vehicle sales for July. Rob Kaffl, the company's director of U.S. sales, stated that this decrease was intentional and part of a strategic plan to phase out specific models and reduce low-margin rental fleet volume. By sunsetting models like the Ford Escape and Lincoln Corsair, the Ford Motor Co. team is making room for a new wave of products scheduled for release by the end of the decade. Kaffl noted that while rental sales dropped by 96%, retail sales remained relatively flat. The company is prioritizing high-margin retail sales of F-Series pickup trucks and off-road trims. Despite the overall decline, Ford Motor Co. contends that without these strategic adjustments, sales would have fallen by less than 1%, which would have outperformed the broader auto industry. The automaker plans to launch five new affordable vehicles by the end of the decade, including an all-electric midsize truck expected to start at $30,000.