TORONTO — Ford Motor Co. of Canada is reclaiming its status as the country’s top-selling automaker even as its February sales slid 10 per cent compared with the record-breaking results it logged a year ago.
February sales were lower than expected, reflecting higher gas prices and flat consumer confidence, said David Mondragon, president and CEO of Ford of Canada.
“We remain focused on delivering positive full year results and will not make short-term decisions to drive monthly sales gains. We are running a smarter business today focused on profitability over market share at any cost.”
However, car and SUV sales were both up seven per cent, and the automaker’s year-to-date sales are up three per cent.
Ford sold 16,081 vehicles last month down from 17,920 last February. But sales so far this year have improved to 30,405 from 29,473 in the opening months of 2010, propelling the automaker to top sales status so far this year.
The company takes the spot from General Motors Canada which held the position in January, but reported February sales of its core brands were down 5.7 per cent to 12,285 — less than half of Ford’s sales figures for the month.
“Industry sales were softer in February, but we are well-positioned to achieve our targets for profitable and sustainable growth in 2011,” said Marc Comeau, vice-president of sales, service and marketing at GM of Canada.
Compared to last February, discontinued brand sales decreased from 867 to seven, resulting in a decrease of 11.6 per cent for total GM sales.
Meanwhile, Chrysler Canada, the last of the big Detroit automakers to report, bucked the trend of its major competitors, with sales up eight per cent last month. Total sales were 15,238 up from 14,045 last February.
It was the company’s 15th consecutive month of year-over-year sales gains.
Sales at other automakers were mixed.
Toyota Canada Inc. said sales plummeted 25 per cent from a year ago as it dealt with the fallout from new recalls in February.
Toyota Canada said on Feb. 24 that it was recalling about 147,000 vehicles of various models and years as part of a broader North American initiative to address accelerator pedals that could become entrapped in floor mats or jammed in driver’s side carpeting.
Toyota has now recalled more than 14 million vehicles globally over safety problems since 2009.
Honda Canada also reported sales declined from last February. The company sold 6,902 Hondas last month, down 14 per cent from a year ago.
Its Acura division sold 907 vehicles, up six per cent from a year ago.
“The reduction of Honda sales for the month mainly reflected the fact that Canadians are awaiting the arrival of the all-new Canadian-built 2012 Civic coming in late April,” said Jerry Chenkin, executive vice-president of Honda Canada Inc.
“We expect to see a strong sales surge as we enter the spring and summer selling seasons,” he said.
Meanwhile, smaller automakers reported record-breaking sales last month.
South Korean automaker Hyundai reported record February sales of 8,700 vehicles in Canada, beating last February’s sales by 2.3 per cent. So far this year, it has sold 5.5 per cent more vehicles than in the opening two months of 2010.
Subaru Canada, Inc. reported a record February with 1,765 vehicles sold, up 2.4 per cent over last February.
The auto industry is expected to see more robust activity this year as the both economy and consumer confidence improve.