June 2015 Truck Sales Numbers – Concern at Ford?
The sales numbers for June, 2015 are out and most truck brands continue to put up impressive year-to-year and month-to-month gains. Most truck brands except for Ford. There HAS to be growing concern at Ford over flat sales numbers. Are frame concerns really the key reason?
Before we dive into commentary, here are the sales numbers.
|Rank||Model YTD Sales||YTD vs. 2014||Year-Over-Year||Monthly Sales||Monthly Change vs. 2014|
|1 - Ford F-Series||357,180||-2.4%||June 2015|
|2 - Chevy Silverado||275,822||+14.6%||June 2015|
|3 - Ram Truck||212,716||+4.3%||June 2015|
|4 - GMC Sierra||100,850||+8.2%||June 2015|
|5 - Toyota Tacoma||88,801||+18.2%||June 2015|
|6 - Toyota Tundra||61,014||+5.2%||June 2015|
|7 - Chevy Colorado||41,575||NA||June 2015|
|8 - Nissan Frontier||34,805||-3.2%||June 2015|
|9 - GMC Canyon||15,017||NA||June 2015|
|10 - Nissan Titan||6,049||-5.7%||June 2015|
|11 - Honda Ridgeline||503||-93.6%||June 2015|
Doesn’t matter how you look at it or spin it, a -8.9 percent decrease in sales is a BIG deal. Period.
Part of the reason, according to several news outlets, is a shortage of frames for the new truck. Apparently, the lack of product is causing a shortage in overall production. While sure, this makes sense on paper, Ford has likely used the same frame supplier for some time now and we can’t imagine a shortage (if any) being that big of an issue. We imagine once a shortage was noticed, the frame supplier went into overtime to correct the problem. Looking at this in a larger scale, we just can’t see that many trucks being affected.
As the story goes, Ford plant workers and a UAW official at the Kentucky plant say the shortage is affecting planned overtime shifts including “Super Sunday” shifts at Dearborn and Saturday overtime shifts in Kansas City.
Yet, Automotive News, says Ford had a 77-day supply of F-Series (including Super Duty) pickups on May 1 (up from 68 days in April).
Hogwash or truthful on the frame shortage, it doesn’t matter. With the new truck up against last year’s monthly sales, it should be doing better – a lot better. Looking way back, the June 2014 numbers were down 11 percent from the June 2013 high of 68,009. If you look at the past two years, Ford is down nearly 20 percent from June 2013. That is not good, not good at all.
The Chevrolet Silverado and GMC Sierra’s sales growth is nothing short of “impressive.” Arguably, the least improved trucks (along with the Tundra) are leading the way in 2015 with double-digit sales increases.
There are many questions surrounding this growth like money of the hood at dealers and special financing which are hard numbers for journalists to get their hands on. Yet, clearly GM trucks are in “surge” mode.
One interesting thing to watch is just how close the Chevy Silverado can come to the Ford F-Series. Last month, they were just 4,000 units off. With news Chevy is reentering the medium-duty commercial truck segment, we wonder if they will badge these as “Silverado” models. If so, these additional sales would be listed under that badge and could just be enough to push Chevy Silverado over Ford F-Series.
The excitement around the Ram Truck brand’s sales has definitely cooled. They boomed last year with an 11.8 percent increase and this year, they are basically flat.
It seems to us, the demand for the EcoDiesel has been met and they stagnant on real growth in other areas. That isn’t to say, they aren’t working on new angles to increase sales. Ram recently announced new “best-in-class” heavy-duty 31,210 lbs of towing, 900 lb-ft. of torque and 7,390 lbs of payload. These numbers, in our opinion, are getting a little absurd and we wonder if customers even care anymore.
Ram has some more tricks in the bag for fuel economy which will be announced in September (currently embargoed). Stay tuned for more information on this.
Last month, we questioned the overall capacity of the San Antonio plant numbers since it seemed like they exceeded their previous “at a capacity” numbers. We asked and haven’t received an answer on this (nor do we think we will, capacity numbers are pretty secretive for whatever reason). Why bring this up? Yet again, Toyota improved sales numbers above and beyond their stated capacity with nearly 5k more units moving off sales lots.
We are left to wonder two things about the sales numbers:
- Is the boom in Tacoma sales consumers’ reaction to seeing the new truck?
- What is the ongoing conversation like around expanding production via further expansion of the Mexico facility and/or adding on to San Antonio?
We likely won’t get answers to either, but we would pay money to be a “fly on the wall” inside Toyota’s headquarters for a day.
Both companies round out the list with mediocre sales. They both have new products in development with the new Nissan Titan expected out this fall.
Filed Under: Auto News