Ford Motor company on Friday reported its first quarter sales in China of 136,279 vehicles, suffering a 35.8 percent decline year on year.

The sale of Ford-branded vehicles, import and domestic, totaled 74,651 in the first quarter, down 48.4 percent year on year. A positive development was that the all-new Ford Focus saw a 94 percent increase in the first quarter, compared to the fourth quarter of 2018.

In the same period, Lincoln brand sold 9,670 units in China, down 23.9 percent, despite a 66.2 percent year-on-year increase of Lincoln Navigator, the brand's flagship.

Sales of JMC indigenous brand, part of Ford China, were 51,958 units in the first quarter, or down 5.0 percent, the least year-on-year fall among its brands. JMC light truck sales grew 5.4 percent in the quarter with 24,608 units sold.

The U.S. automaker earlier this month announced that it would launch more than 30 new vehicles tailored to Chinese consumers in the next three years, in a bid to make a quick turnaround in the world's biggest auto market.

During an event in Shanghai on April 3, Ford said that among the new Ford and Lincoln vehicles to be introduced in China, at least ten will be electric cars.

As part of the automaker's "Ford China 2.0" strategy, Ford will set up four centers in China, respectively focused on innovation, design, products and new energy vehicles.

Ford China recently also reduced its suggested retail prices on selected models and offered Chinese consumers special incentives, financing programs and after-sales services.