Ford’s sales growth is proving that competitively priced, well-designed products that are more sustainable will outsell less-sustainable products. Ford’s line-up of fuel-efficient cars and trucks that deliver lower tail pipe emissions are selling at a record pace. In June 2012 Ford achieved a year-over-year 13% sales increase. That is Ford’s best sales performance since 2006. How hot is Ford? They have captured the number one position on the BrandIndex with more buzz than Amazon, YouTube or last years’s champ, Subway!
Ford’s Sustainability Commitment
Ford is a corporate leader in designing sustainable products. Chairman Bill Ford and CEO Alan Mulally have made sustainability one of their four corporate attributes.
Their goal is to be the fuel economy leader in every market segment where they have a product. Ford has pioneered designing products that align with scientific analysis on the level of green house emissions required to address climate change. Ford’s green commitment to fuel economy and reduced emissions now permeates their entire product offerings. From small cars to hybrids to electrics to full size trucks they are winning customers selling solutions to pump price pain and climate change.
America wins with Ford
Ford is winning market share from Asian car companies. Ford’s market share is up almost a full percentage point on the East and West Coasts. They are growing faster than any U.S. automotive brand. Today San Francisco, followed closely by Seattle, is Ford’s fastest growing small car market. In terms of total sales the Los Angeles region is now Ford’s largest market for small cars.
Ford’s green sales success is mirrored across the auto industry. Americans this year are projected to buy 16 million new vehicles. That sales level has not been achieved since the 2008 Great Recession. Much of the industry’s sales success is the result of strong consumer interest in fuel efficient small cars, compact SUVs and hybrid cars. The result is that the U.S. is successfully reducing its gasoline consumption by 8.6 million gallons per day! That is money saved and emissions reduced.
Ford selling their hybrid cars within 15 days of dealer delivery
In the auto industry a car that moves from a dealer’s lot into a customer’s garage in 60 days is considered a good seller. Ford’s hybrids are selling within 15 days! Ford sold more hybrid cars in May 2013 than they sold in all of last year.
Ford took a gamble in placing hybrid technology across much of its products rather than designing a distinctive product like Toyota’s Prius. Ford now offers hybrid technology in their Fiesta, Focus, Fusion and C-Max vehicles. The gamble has paid off with examples like the Ford Fusion Hybrid having almost quadrupled last year’s sales levels and the newly launched Lincoln MKZ hybrid is winning 70% sales growth over last year’s volume.
Exclusive Interview: John Viera, Ford Global Sustainability Director
In the following interview taken at the Sustainable Brands 2013 conference John Viera, Ford’s Global Sustainability Director, explains more about how Ford is using sustainability to win customers.
Bill Roth is an economist and the Founder of Earth 2017. He coaches business owners and leaders on proven best practices in pricing, marketing and operations that make money and create a positive difference. His book, The Secret Green Sauce, profiles business case studies of pioneering best practices that are proven to win customers and grow product revenues. Follow him on Twitter: @earth2017