• May 1st 2009 at 4:28PM
  • 102

What's this? Somehow, the natural order of things in the automotive world has been upset to the point that Ford (129,898 total units) has outsold Toyota (126,540 total units) in the United States in the month of April. For those keeping track of such things, this is the first time in over a year that the Blue Oval (consisting of Ford, Lincoln and Mercury, but not including Volvo) has moved more machines than the mighty Toyota.

Normally, posting a 31% decline in sales compared to the same month a year earlier wouldn't be cause for celebration, but that drop is actually considerably smaller than at rival automakers, including Toyota, which saw sales fall by an almost unbelievable 42%. Not a single Toyota nameplate posted sales gains in April of '09.

Ford, on the other hand, found something to hang its hat on with the new 2010 Fusion. Ford moved 18,321 Fusions in April, which is a 21.7% improvement over last April and a record for any month. That success was offset somewhat by the 35.8% decline in F-Series truck sales, but a gain is a gain, and Ford will take anything it can get.

[Source: Ford, Toyota | Image: Jewel Samad/AFP/Getty]



* Ford gains retail share – for the sixth time in last seven months
* Ford Fusion sets monthly sales record and grows strength in mid-size car segment
* Ford hybrids combine to eclipse year-ago sales; Kelley Blue Book names Fusion Hybrid and Escape Hybrid to Top 10 Green Cars list
* Ford, Lincoln and Mercury sales totaled 129,898

Download Full Sales Release

Soundbites: April 2009 Sales

DEARBORN, Mich., May 1, 2009 – New, fuel-efficient products and quality on par with the best in the industry helped Ford increase retail market share in April – the sixth time in the last seven months that Ford's share of the retail market was higher than a year ago.

In April, the Ford Fusion paced the share performance. Fusion sales totaled 18,321, a record for any month. April was the first full month of sales for the redesigned 2010 model and the new Fusion Hybrid version, and April is believed to be the first month that Fusion was among the top three-selling mid-size sedans. Recent independent studies rate Fusion and the Mercury Milan – the most fuel-efficient mid-size sedans in America – as having the best predicted reliability among all mid-size sedans.

"We continue to operate in a very challenging economic and competitive environment," said Ken Czubay, Ford vice president, Sales and Marketing. "Especially given this external environment, we're very encouraged by the consumer response to our new mid-size sedans."

"Sales of the 2010 Ford Fusion, Mercury Milan, Lincoln MKZ and hybrid versions exceeded our plan and customers also are equipping our new products with levels of content and features that are higher than we expected," he added. "This suggests consumers view our high-quality, fuel-efficient new products as offering outstanding value."

The new Fusion Hybrid is one of four hybrid models offered by Ford. Hybrid models also are offered in the Mercury Milan mid-size sedan and the Ford Escape and Mercury Mariner small utility vehicles. All Ford hybrid models are the most fuel-efficient vehicles in their class, and the Ford Escape and Ford Fusion recently were named to Kelley Blue Book's list of Top 10 Green Cars. In April, combined sales of all hybrid models totaled 2,299, up 21 percent versus a year ago.

Other new Ford products contributed to the retail share performance, including the new F-150 pickup, America's best-selling vehicle, and Ford Flex, the distinctively styled crossover utility that had its best sales month ever (3,190).

Growing awareness and consideration of Ford and its high-quality, fuel-efficient products are starting to take hold. Plus, through June 1, Ford is offering consumers additional reasons to "Drive one."

The Ford Advantage Plan offers payment protection up to 12 months for up to $700 per month on any new Ford, Lincoln or Mercury vehicle if a customer loses his or her job. Plus, 0 percent financing from Ford Motor Credit is available on select vehicles.

On Tuesday, April 28, Ford launched a community engagement phase of the Ford Advantage Plan. Through June 1, Ford will donate $20 to Susan G. Komen for the Cure for every test drive taken at a participating Ford, Lincoln and Mercury dealership to Komen – up to $1 million. That amount could grow even higher as more than a thousand dealers around the country are joining in to match the company's donation. During the past 15 years, Ford has contributed more than $100 million to the fight against breast cancer.

Ford, Lincoln and Mercury sales totaled 129,898, down 31 percent compared with April 2008. Retail sales were down 32 percent compared with a year ago and fleet sales were down 30 percent.


Note: The sales data included in this release and the accompanying tables are based largely on data reported by dealers representing their sales to retail and fleet customers.


Toyota Reports April Sales

TORRANCE, Calif. (May 1, 2009) – Toyota Motor Sales (TMS), U.S.A., Inc., today reported month-end sales of 126,540 vehicles, a decrease of 41.9 percent from last April, on a daily selling rate basis.

The Toyota Division posted April sales of 112,345 units, a decrease of 42.2 percent from the same period last year. The Lexus Division reported April sales of 14,195 units, a decrease of 39.2 percent from the year-ago month.

Toyota Division

Toyota Division passenger cars recorded April sales of 70,662 units, down 41.6 percent from the same period last year. Camry and Camry Hybrid remained Toyota's volume leader in April, posting combined monthly sales of 25,324 units. Corolla recorded sales of 18,534 units. Yaris reported sales of 8,118 units for the month. The Prius mid-size gas-electric hybrid posted April sales of 8,385 units.

Toyota Division light trucks posted April sales of 41,683 units, down 43.1 percent from the year-ago month. Light truck sales were led by the RAV4 compact SUV with sales of 11,126 units. The Tacoma mid-size pickup reported sales of 9,027 units for the month. The Tundra full-size pickup recorded April sales of 6,156 units. Highlander and Highlander Hybrid posted combined sales of 5,595 units.

Scion posted April sales of 4,442 units. The xB urban utility vehicle led the way with sales of 2,036 units. The tC sports coupe recorded sales of 1,526 units. The xD reported sales of 880 units for the month.

Lexus Division

Lexus passenger cars reported April sales of 7,189 units, a decrease of 47.8 percent from April 2008. Passenger car sales were led by the ES entry luxury sedan with April sales of 3,549 units. The IS entry luxury sport sedan posted combined sales of 2,324 units. The LS flagship luxury sedan recorded combined sales of 765 units. The GS luxury sport sedan reported combined April sales of 468 units.

Lexus Division light trucks recorded April sales of 7,006 units, down 26.9 percent from the year-ago month. Lexus sales were led by the RX and RX Hybrid luxury utility vehicle, which posted combined April sales of 6,237 units. Thanks to strong sales of the new 2010 RX 350, the RX was the industry's best-selling luxury vehicle for the month of April.

TMS Hybrids

TMS posted April sales of 12,223 hybrid vehicles. Toyota Division recorded sales of 11,516 hybrids for the month. Lexus Division reported April sales of 707 hybrids.

There were 26 selling days this month and last April.

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    • 1 Second Ago
      • 6 Years Ago
      Good..... Good.... Good....

      Really people, Toyota's aren't that great..............
      • 6 Years Ago
      Ok we have to look a little bit deeper into the numbers here. The sales were not as good as Ford is making them out to be.

      Ford may have sold 18,321 Fusions but very few of those were the Fusion Hybrid and 2010 models. Total hybrid sales were 2,299 across all hybrid vehicle lines, less than 2% of all vehicles sold.

      I love how the media outlets are playing up the hybrid sales making it look like that was what put Ford over the edge. Nope not even close.

      The truth is that Ford sold a whole lot of 2008 and 2009 Fusions with record levels of incentives. You could buy a Fusion all day long at $16k with 72 months 0% interest financing, I probably saw 100 ads exclaiming that on TV all last month. If Ford takes away the massive incentives Fusion sales will fall off a cliff.

      As with everything you have to look past the surface and find the real reason why something happened. The point is that autos are only selling with massive incentives. Corporations that are losing money hand over fist can't keep the incentives going like this. It is a catch 22 though since the incentives are needed to move units even though they are causing the companies to go bankrupt.
        • 6 Years Ago
        ALL car compaines give away incentives to move the metal, thats nothing new! Ford used the extras to move the '08 and '09 while the new '10 Fusion sold with many (costly / profitable) upgrades and few incentives and will continue to sell well - its got momentum thanks to all the recent PR!
        • 6 Years Ago
        @Iridium: Hybrid sales actually might have been what put Ford "over the edge," though. Yes, Ford might have "only" sold 2,299 hybrids, but keep in mind that they were "only" 3,358 vehicles ahead of Toyota. And if those hybrid purchasers didn't buy Fords, what company do you think they would have bought them from? I think it's likely they would have purchased them from Toyota/Lexus, which has the most popular and diverse hybrid line-up anywhere.

        If Ford had not sold those 2,299 hybrids, and then even half of those potential buyers went to Toyota/Lexus instead, Toyota would have come out ahead.

        In the end, whether due to incentives or not, this is a legitimate victory for Ford. (Toyota could have offered just as many incentives, after all.) Things may be different next month (and they probably will be), but it's nice that fans of American cars have something to feel good about for a change.
      • 6 Years Ago
      I'd also like to see the Incentive spending by Ford. Did Ford manage any profit?
      • 6 Years Ago
      GO FORD!!
      I've seen a few of the 2010 Fusions out on the road and already about 5 2010 Mustangs! GO FORD!!
      • 6 Years Ago
      I have been a Ford loyalist, since i started to drive. I knew very well this company is great and can sustain itself. It has been here longer than GM and Chrysler and has stood the test of time.

      The Ford Fusion is great. I drove the new Hybrid, and it was phenomenal! I have tested driven nearly every Ford branded car ( models, specifically of the last decade) and have noticed a change.

      I think Obama, got his "punch line" : Yes We Can' from Ford. lol. Cause you gotta drive one and know that Ford, isn't gonna slow down. Its history is better than most automakers out there. And the future is looking great again.

      Call me, if things go wrong.
      ( wont leave my phone number, cause none will call..)
      • 6 Years Ago
      Just to make my post the 100th post..
      FORD : Fully Operational, Reliable, Daily!
      • 6 Years Ago
      How is it possible that in the middle of the worst new car market in recent history Ford can sell more Fusions than ever before? That's mighty impressive.
        • 6 Years Ago
        I'm rooting for Ford and GM, don't like Chrysler, but to sit here and ignore the huge incentive gap of these two companies is pretty stupid. Sadly I'm certain this "good news" Ford has won't last long.
        • 6 Years Ago
        Probably two things. The new 2010, of course, but the generous incentives to clear out the '09s
      • 6 Years Ago
      We have 250 million register two axle vehicles in this country and only 200 million licensed drivers. WTF do we need more cars for?

      Why the fk do we need to make more cars when we already have enough to serve us for the next 4-5 decades.

      And we wonder why the world is so screwed up.
        • 6 Years Ago
        Because it pisses you off and we like it!
        • 6 Years Ago
        I'm really saddened to say this but hell I'll say it anyway. It's unfortunate idiots like you LenA ....and others who think somehow the same environment you treat like a pot to piss in...is sustaining your waste of useless life.

        I truly do hope that you and your entire family feel the brunt of changes that come down the pipeline in terms of climate and environmental damage you feel is OK to make a mockery of.

        I'd have absolutely no remorse for seeing such irresponsible dolts like you eat it. I hope I can live long enough to see such a thing happen. It's just a shame there are so many of you idiots out there....very sadly.
        • 6 Years Ago
        So why the heck are you posting on an auto enthusiast website? I mean - do you expect us to say - "yep, you're right, cars don't interest me anymore. We're idiots."

        Go troll somewhere else.
        • 6 Years Ago
        Stick to Autoblog Green then if it bothers you Captain Planet.
        • 6 Years Ago
        Well said, Tagg. Noz - go soak your head in something green. BTW, there's only two people in my household. We're thinking of getting a third car, just with you in mind. Something really big. Maybe a six passenger Lincoln MKT when they come out.
        • 6 Years Ago
        We need to make 7.5M cars per year just to replace scrap and totalled vehicles.

        The rest are just for fun, you know, like Monster trucks, demolition derby, low ride customs, just for the fun of it :-)
      • 6 Years Ago
      AWESOME!!!! Ford is on the way to being the #1 car company in the WORLD!! Great products and continuing improvement in QUALITY and RELIABILITY!!! Buy American Boys and Girls and HELP our ECONOMY and JOB situation in the USA!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! DRIVE ONE then you'll BUY ONE!!!
      • 6 Years Ago
      I would be curious to see what the conquest sales numbers look like. I have a couple friends who sell cars, one who sells Fords and one who sells Pontiac and Buicks. The Ford sales"friend" says they are getting a lot of GM cars on trade in, more than anything else outside of Fords.

      So I would like to see if that's trending nationally or if it's just a local or regional trend.

      All in all, given the conditions this is really good news. They have stopped the troubling decline in market share with using the lowest average rebate of the Detroit automakers and haven't used taxpayer dollars. Hopefully they don't need any taxpayer money in the future but if they did they at least have shown they can be viable as is.
      • 6 Years Ago
      Go Ford!!

      Suck it Toyota!
      • 6 Years Ago
      I'm really saddened to say this but hell I'll say it anyway. It's unfortunate idiots like you LenA ....and others who think somehow the same environment you treat like a pot to piss in...is sustaining your waste of useless life.

      I truly do hope that you and your entire family feel the brunt of changes that come down the pipeline in terms of climate and environmental damage you feel is OK to make a mockery of.

      I'd have absolutely no remorse for seeing such irresponsible dolts like you eat it. It's just a shame there are so many of you idiots out there....very sadly.
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