March Ford Sales Boom throughout Texas

By MARLON HANSON

President, Texas Automotive Media Association

There are more than enough national commentators putting in their two cents on the state of the American automobile industry but that all may change if sales for one industry leader continue to acclerate in Texas.

March marked the first month of a test program where the Southwest Region of the Ford Motor Company is embarking on a bold new path for their advertising. Going back to basics, they have placed their confidence in dozens of small newspapers throughout the state – and it is paying off with sales gains not seen anywhere else in the country.

Everyone knows Texas is truck country, and overall truck sales in the Southwest Region saw gains of 20% vs. last year in March. F-Series, which has captured the title “Truck of Texas” for the past three years running, posted even stronger gains, showing increases of 32 percent over 2005 (nationally, sales were up 4.5% in March).

In fact, Ford sold over 20,400 trucks in the southwest region in March – quite a feat in itself. If Ford dealers stayed open 24 hours a day every day of the week that would equate to one every 90 seconds!

The Texas sun is shining on auto sales as well. Although truck sales led the charge, the Ford Division saw overall gains of 14% in March as contrasted to sales nationwide, which declined by 4.4% in the month.

The new Ford Fusion has been a hit nationwide with March sales totaling 10,703 vehicles. Fusion sales increased 69% over February in March and the Southwest Region is betting Texas newspapers will bolster sales even further in April with an ad touting the attributes of the popular new vehicle. Nationally, Fusion sales were up 17% from February.

There are a number of programs available to help consumers save money on their new Ford’s in April as well. Ford is offering matching down payments up to $1,000 on select vehicles plus current incentives which include:

* Up to $3,000 customer cash on F-150 Regular and SuperCab

* Up to $2,500 customer cash on F-150 SuperCrew

* Up to $2,000 customer cash on Ranger

* Up to $2,500 customer cash on Super Duty

* 0% for 72 months on Expedition

* 0% for 60 months on Escape, Explorer