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Ford Ties With Toyota for Brand Leadership in Southland, Data Show

January 16, 2002

Ford Motor Co. has had more problems than prizes lately, but whatever its corporate woes, Ford products--particularly trucks--remain a favorite in import-crazy Southern California, according to sales reports filed last year with J.D. Power & Associates by 187 area new-car dealers.

Data compiled by the Agoura Hills market consulting firm show Ford tied with Toyota for brand leadership in Southern California, each with 21% of the market, unchanged from 2000. General Motors Corp. was third with a 17% share, up from 16%; Honda was fourth with 12%, up from 11%; and Chrysler was fifth at 8%, down from a 9% share.

Nissan, which was late to the party with new models, finished sixth, as its share of the Southland market fell to 4% from 8%.

Ford led the truck category with its F-150 outselling all other pickups, according to the Power data; Chevrolet's Silverado 1500 pickup captured second place, the Ford Ranger took third, followed by Toyota's Tacoma in fourth place and Tundra in fifth.

Ford also led the sport-utility category with the Expedition in first place and the Explorer in second. Chevy took third with the Tahoe, Toyota's 4Runner was the fourth best-selling SUV and the Jeep Grand Cherokee was fifth.

Honda Accord was the best-selling passenger car. The Civic was second, Toyota's Camry and Corolla took the next two slots, and Ford's Focus finished fifth.

John O'Dell

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