Ford Set to Regain U.S. Market Share First Time Since 1995

(MoneyWatch)  Even though its sales are down, Ford (F) is on track to gain U.S. market share for 2009 for the first time since 1995.

As they say in sports, Ford is "winning ugly." That's especially true because last year was a terrible time for Ford or anyone else to launch an all-new, full-size pickup like the Ford F-150 or the rival Dodge Ram. Still, a win is a win.

Through October, Ford sales including Ford, Lincoln, Mercury and Volvo brands were down 20.3 percent to around 1.4 million year to date, according to AutoData Corp. But the rest of the U.S. market was down even more, down 25.4 percent to about 8.7 million.

That represents a share gain for Ford of close to 1 percentage point, to 15.2 percent of U.S. light-vehicle sales. Light vehicles are "light" because the term excludes medium and heavy trucks, like 18-wheelers.

It's been a long slide for Ford market share. The U.S. market has turned a sharp corner in the intervening years, especially since light-truck sales peaked in 2004.

In 2004, Ford's U.S. sales were 70 percent trucks, including pickups, SUVs and minivans, versus 30 percent cars, said George Pipas, Ford U.S. sales analyst. In 2009, that's almost reversed, with sales of 61 percent cars and car-based crossovers, versus 39 percent trucks.

The other major share winner for the U.S. market this year will be Honda (HMC), even though its sales are down, too. On a smaller scale, Hyundai (HYMLF.PK), Kia (KIMTF.PK) and Subaru (FUJHF.PK) are also big winners for the year, with increases in both share and unit sales.

The big share losers for 2009 are General Motors and Chrysler, which are still struggling with the effects of bankruptcy earlier this year. U.S. share is nearly flat for Toyota (TM) and Nissan (NSANF.PK), with Toyota down slightly and Nissan up slightly.

Pipas said Ford is committed to a shift to smaller vehicles.

"If we continue to emphasize the large end and neglect the small end you cannot even think about a sustainable growth strategy," he said in a presentation last week. "You cannot grow your business (exclusively) with F-series trucks and Mustangs."

Photo: Ford