2015 Ford F-150 Gains $10k Incentive, Attempting To Reclaim Market Share

Despite a multitude of awards and positive praise, the 2015 Ford F-150’s grasp on market share has been slipping; sales declined a worrisome 8.9 percent in June, compared to a year earlier.

All that has led Ford to introduce a $10,000 incentive in some regions, applicable to any 2015 Ford F-150 XLT SuperCab with either the luxury chrome package or sport package.

Automotive News reports that market share of the aluminum-bodied 2015 Ford F-150 fell to 28 percent last month, down from 33 percent in June 2014. Meanwhile, sales of the 2015 Chevrolet Silverado increased 18 percent, putting the fullsize pickup at 25.9 percent of the market share.

Ford has readily blamed shortages for the sub-par sales performance of the 2015 Ford F-150, citing both the company’s need to convert the truck’s two manufacturing plants to accommodate the new aluminum body, and a shortage of frames from one of the automaker’s suppliers.

But Kelley Blue Book Analyst Akshay Anand suggests that this $10,000 incentive “may be a hint that in certain parts of the country, the issue might just be more than supply.” He continued: “What will be more telling is whether the incentives start to go out nationwide.”

Aaron Birch is an automotive enthusiast and writer/filmmaker from Detroit, MI. As a rule, he only buys cars older than himself.


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