Ford Motor Company (NYSE:F) felt the full brunt of the COVID-19 pandemic even as Tesla Inc. (NASDAQ:TSLA) rose to become the most valuable auto company. The company’s U.S auto sales fell by 15.6% the biggest decline in eight years as low demand for commercial fleet came to bite.
Auto Sales Decline
Tight inventories for the popular F-150 pickup also had a negative impact on sales. Full-size pick-up sales fell 33% in the fourth quarter alone. The decline in pick-up sales could be attributed to among other things COVID-19 disruptions that resulted in the s factory shutdowns as well as a change in production facilities for the redesigned F-150.
Ford is not the only automaker to report a decline in sales as the broader industry felt the full force of the pandemic. Amid social distancing and lockdown restrictions put to curb the spread of the pandemic demand for some of the brands tanked significantly.
Even as Ford reported a 15% decline in sales rival General Motors Company (NYSE: GM) posted a 4.8% increase in quarterly sales on delivering over 700,000 cars. GM benefited from increased sales of big SUV’s such as Chevrolet Tahoe and GMC Sierra.
Likewise, the overall U.S automotive industry is projected to report a 15% decline in sales on selling fewer than 14.5 million cars. it would mark the first time in five years that auto sales have failed to top 17 million units.
Ford New Focus
Concerned with sales decline, Ford has already tweaked its focus opting to focus more on the iconic trucks and SUV’s which have always performed better. The automaker is in the process of rolling out new models such as the Bronco and the smaller Bronco Sport.
The F-150 remains Ford’s biggest asset and biggest monetary maker. Its sales declined in the recent quarter as the company could not ramp up production owing to COVID-19 disruptions. The company had a 53-day supply of the F-series down from 77 days the previous year. Amid the new focus vice president, Andrew Frick remains optimistic that Ford is well-positioned to have an impressive 2021.