Growing retail sales is Ford's game plan

Ford Motor Co. executives told dealers they expect to grow retail sales to 1.7 million vehicles in 2021, a 13 percent year-over-year increase, even as a microchip shortage slows production and the ongoing pandemic hinders demand.

The automaker said it's aiming for its highest retail share growth in seven years, behind new products such as the Mustang Mach-E, Bronco Sport crossover and Bronco SUV. Ford said the volume goal for this year would represent 5 percent improvement over 2019.

Executives outlined the target during the company's NADA Show make meeting. Kumar Galhotra, Ford's president of the Americas and International Markets Group, was among the main speakers.

Others included Matt VanDyke, the incoming CEO of FordDirect; Marion Harris, CEO of Ford Motor Credit Co.; and Frederiek Toney, vice president of Global Ford Customer Service Division.

Executives touched on a still-under-construction e-commerce platform, Ford Express Buy. They also told retailers they expect to sell 300,000 used vehicles in 2021 through the newly launched Ford Blue Advantage platform, according to dealers who attended.

Customer loyalty and retention was a major theme of the meeting.

Executives said Ford would add 500 mobile service units this year and is piloting a pickup-and-delivery service for retailers who don't already offer one, according to one person who attended.

That person said Ford planned to offer a $750 goodwill discount to loyal customers through its Ford Customer Service Division that could be used to reduce unexpected repair costs.

Executives, however, did not discuss future product or show off upcoming vehicles.

"We've been waiting for so long for so much of this product to hit that there wasn't a whole lot to bring up because most of the exciting stuff is there now," said Tim Hovik, chairman of the Ford National Dealer Council.