Residual Perception
Ford is prepping an ad campaign to tout its vehicles’ residual values.
For years, trade-in values for Ford cars were hurt by hefty discounts and fleet sales. Now that the manufacturer has better aligned inventory levels with demand, those resale values are climbing. According to recent data from Automotive Lease Guide and RL Polk, the average residual value on a three-year old 2010 Ford car or truck will be $1,310 higher than for a 2009 model. The reasons: improved quality, new features, and popular redesigned products.
In fact, Ford claims that the trade-in value of its Fusion sedan is $687 higher than that of a comparable Toyota Camry, and the resale value of a 2010 Flex commands is $1,800 higher than that of a Toyota Highlander.
It will be interesting to see whether the ad campaign affects consumers’ buying habits for Ford vehicles, and whether it bolsters lease volume, in general.
