Ford Motor Company (F), Toyota Motor Corporation (ADR) (TM): Numbers Changing?

The electric and hybrid vehicles market has been largely ruled by Toyota Motor Corporation (ADR) (NYSE:TM) over the past decade. Innovation in this segment has mostly been done by foreign car makers, while the Detroit Three — General Motors Company (NYSE:GM), Ford Motor Company (NYSE:F) and Chrysler — have been spectators. However, in the past few years, Ford has gained ground in the hybrid market. Ford Motor Company (NYSE:F) is putting in a huge effort to dethrone Toyota with its redesigned models. Things look a little less secure for Toyota Motor Corporation (ADR) (NYSE:TM) as robust demand for Ford’s C-Max hybrid and Fusion challenge Toyota’s Prius. Sales of Prius, which accounts for about 45% of the hybrids sold each month, went down 21% in April.

Toyota Motor Corporation (ADR) (NYSE:TM) has a contender in the hybrid segment. Let’s take a look at some essential numbers and check if Ford could effectively compete with Toyota Motor Corporation (ADR) (NYSE:TM).

Numbers changing in favor of Ford

Ford Motor Company (NYSE:F) has already surpassed other automakers, including General Motors Company (NYSE:GM), Honda, Hyundai and Kia Motors, in total hybrid sales, and is slowly becoming the dominant player. Erich Merkle, sales analyst for Ford in the U.S., said that automaker sold 8,481 hybrid cars in April, which brings the total number of hybrids sold in the first four months of the year to 29,561 units. This is quite a number considering the automaker’s record high sales of 35,496 hybrids in 2010.

The fuel efficient redesigned Fusion and the all-new C-Max rolled out in the past year are eating away at Toyota Motor Corporation (ADR) (NYSE:TM)’s hybrid market share. The top markets of the gasoline-electric Fusion — Los Angeles, Washington, D.C., and San Francisco — helped it surpass the sales of Camry, whose sales tumbled 26% in the past month. According to Autodata, 3,989 Fusions were sold in April against 3,257 units of Camry. In addition, Toyota also reported a 21% drop to 19,889 units in Prius sales.

Big leaps

Though hybrids and plug-ins made up just 3% of Ford Motor Company (NYSE:F)’s total sales in April, it is significant for the company. Ford’s hybrids are helping the company expand market share and add new customers in different geographic markets.

The incredible hybrid sales in April helped Ford’s market share increase to 18% for the month, compared to a mere 3% a year ago. On the other hand Toyota, which enjoyed a market share of 71% last year, suffered a decline to 58% market share in the hybrid segment this year.

Ford Motor Company (NYSE:F) overtook General Motors Company (NYSE:GM) in the hybrid market in the past year. General Motors’ sales growth in the electric car segment has been mediocre in comparison to other players. In 2011, the company sold about 7,671 Chevy Volts and 23,461 units in 2012. General Motors now plans to increase the production level to 36,000 units for 2013 and have as many as 500,000 electric cars on the road by 2017.

In fact, Ford Motor Company (NYSE:F) has now teamed up with fellow Detroit players to design nine and 10-speed automatic transmissions. This is aimed at reducing gasoline use and increasing the fuel economy of both companies’ future product portfolios. Other than collaborating with Ford, General Motors is developing an electric car which will have a 200 mile range. The increase in range would come from better battery technology, and by designing a lighter vehicle to improve efficiency.