Jul
27
Over the past week, we surveyed 23 Ford dealerships across the United States to gauge trends in the sales of cars and trucks. We asked the following questions:
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What is the best selling vehicle right now?
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Are you offering any deals right now?
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Do you offer XM radio for free?
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Has there been an increase in business in the last few months?
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20% of respondents reported that the Ford Fusion and the Ford F-150 was the best selling model at their dealership right now. 17% reported that the Ford Focus was the top seller. 13% said Ford Mustang while 9% of respondents said Ford F-350 was the best selling vehicle.
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70% reported special deals at their location. 26% said there were not.
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74% of dealers reported offering free XM radio while 26% said they were not.
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39% of respondents said that there had not been an increase in business the past few months, while 30% reported that there had been. 26% said it has been the same.
Conclusion of Channel Check: Based on the survey, Ford dealership’s business seems to be slower compared to the last few months, despite the special deals and free XM radio they have been offering to their customers. The barbell phenomenon with sales continues as trucks one end and small, low cast, fuel efficient cars leads sales at the other end. We do not know gross margin contributions but we suspect Ford would like to sell mid-priced feature cars like the Mustang in greater quantities moving forward.
For access to the underlying survey or for more information, please contact Jason Katz at 415.867.0959 or jason@thechannelcheckers.com
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