In the second quarter of 2019, Ford’s vehicle sales reached 1.36 million units worldwide. This figure marks a drop of roughly nine percent across the globe on the year before.

Domestic market

New car sales have slumped in recent years in North America, Ford’s largest market by far, and most of Ford's lineup has taken a hit. Between 2015 and 2018, Ford's U.S. vehicle sales dropped from 2.7 million to 2.5 million units. 2019 will now see the end of a two-year plan at Ford that is reducing full-time employee headcount by 10 percent in the United States. Along with a ramp-up of light truck models, this reduction in workforce may be needed as U.S. sedan sales are expected to fall in 2019.

Global competition

Elsewhere, Ford may have some opportunity to bring back some revenue. China is the largest buyer of Ford vehicles after the United States, and an increasing affluent middle class in the country is fueling sales figures. To put Ford Motor Company’s vehicle sales into perspective on the world stage, Ford's competitors Volkswagen, the Renault-Nissan-Mitsubishi alliance and Toyota sold considerably more motor vehicles in 2018 with over 10 million units each.