After repeated assurances that sales of Ford’s flagship F-150 would rise as production of the new generation model came online, the opposite held true in June. Sales of the F-Series collapsed another 8.9% to 55,171.

Ford Motor Co.’s (NYSE: F) total sales for June were higher by 2% to 225,647. So, the F-Series represents 24% of Ford’s overall sales.

For some reason, Ford management believes that comments on anything other than the pickup’s poor sales will mitigate the problem. For instance:

F-Series average transaction prices reached an all-time record in June, with average transaction prices moving above $44,000 per truck — $3,600 higher than last year. The all-new F-150 is turning twice as fast on dealer lots than the industry average for half-ton pickups, as Ford continues building dealer stocks.

Ford’s argument for a surge in F-150 sales has been simple. The new version is partially made with aluminum, which lightens weight and adds to fuel efficiency.

Ford management has indicated supply constraint will no longer by an issue. According to MarketWatch, on June 27:

The test of F-150 sales will begin in June and stretch through the summer. Ford Chief Financial Officer Bob Shanks recently said that the ramp up of F-150 production was complete.

Now that Ford can produce what it believes will meet market demand, it has to prove that the demand will be sufficient to increase sales sharply. The bad news would be if F-150 sales continued to fall, or if Ford has to discount prices to push sales higher.

Higher prices are not nearly as good a gauge of success as unit sales. F-150 sales continue to race in the wrong direction.

Editor’s note: Ford called and made the case that unit sales are only one measurement, and that price per transaction and days-to-turn should be taken into account.

ALSO READ: Ford Says It Wants to Change the Way the World Moves

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