Ford has the candy everyone wants, with consumers snatching up Expeditions like there’s no tomorrow. The same thing goes for the Lincoln Navigator, which shares the same platform. Both are sales behemoths, absolutely mowing down the Cadillac Escalade, Chevrolet Tahoe/Suburban, and pretty much everything else in its way.
Retail sales of the Ford Expedition shot up by a whopping 35 percent in 2018. That was enough to net a 5.6 percent gain in market share for the large SUV segment. This is an area where automakers fight, scratch, and claw for every last sale since these vehicles boast tremendous profit margins. Cash-strapped Ford needs more wins like this to stay financially viable.
Just last year, Ford announced it would increase production at the Kentucky Truck Plant to meet surging demand, and that was a wise move. It seems that wasn’t enough, so Ford says it will increase production again by about 20 percent this summer. That means 550 new jobs at the facility, which is great for the local economy.
To ensure everyone keeps craving the Expedition and Navigator, Ford is launching a new marketing onslaught to highlight the best-in-class legroom and towing capabilities of the SUVs. It also wants to touch on the driver assistance technologies and other advanced features.