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Ford Sees a Sunny Side to Monthly Sales Reports

A chance to highlight new-model sales performance
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Ford is ready to go back to reporting its U.S. sales on a monthly basis.

The company switched from monthly to quarterly reporting in April 2019, a year after General Motors and a month before Fiat Chrysler Automobiles followed suit. Most others have dropped monthly reporting too.

Ford’s new Bronco SUV  (Image: Ford)

The Problem with Closeups

The companies have argued that 30-day snapshots can be skewed by special events, such as bad weather or new-model launches, thereby producing misleading and meaningless swings in volume that mask longer-term trends.

Carmakers used the same argument—albeit with more obvious justification—in the early 1990s when they stopped posting sales results every 10 days.

Now Ford tells Bloomberg News that a return to monthly reporting will help investors track the company’s recovery from the effects of the COVID-19 pandemic. The company also figures that monthly sales updates will help draw attention to a bevy of new models, notably the all-electric Mustang Mach-E crossover vehicle and Bronco compact SUV.

No Stampede

So far, no other carmaker has indicated a hankering to go back to monthly U.S. sales reporting. Oddly enough, monthly posts remain the norm in other markets, such as Europe and China.

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