LyrArc Article Gist
To ensure a recovery in profits in 2010-2011, Ford's strategy was to sell the Focus and Fiesta small cars at a higher price point even if this meant lower sales. Profit margins for the North American region were above 10%, and Ford's president of the Americas, Mark Fields, says this will be maintained for 2012. In the first 3 quarters of 2011, Ford's profits were $6.6 billion. Analysts for Edmunds.com say Ford has shied away from offering large discounts, subsidizing leases and other incentives, and tried to maintain higher margins. The average price for the Focus of $20,589 being higher than average prices of rivals except for the Jetta from VW, according to Edmunds. The average price of the Fiesta is higher than rivals except for the Honda Fit, according to this information. Focus sales increased by 2% in 2011 over 2010, even as compact car sales went up by 8.7%, according to Autodata. Sales of the Fiesta actually fell by 30% in December 2011 compared to the prior year. The result of this strategy is that inventories of small cars are up significantly for Ford. By 2011 years end Ford had on dealer lots inventory of Focus cars at 92 days current sales, and Fiesta cars at 126 days. Normal inventory is considered less than 60 days supply. By comparison GM had a 68 day supply for the Cruze, and a 61 day supply for the Chevy Sonic. The challenge for Ford is to hold on to its pricing strategy, which means reducing production to work off the extra inventory....