DETROIT - Ford Motor Co. is likely to lose market share this year in the U.S., the first decline since 2008, the company's head of North and South America said Wednesday.

Despite a market-share loss, Ford should generate higher than previously thought margins and profit in North America, Americas chief Mark Fields said at an investor's presentation hosted by Bank of America .

Ford raised its forecast for U.S. industry sales to between 14.5 million and 15 million vehicles, including sales of medium- and heavy-duty vehicles, up from its previous target range of 13.5 million to 14.5 million, according to The Wall Street Journal.

Mr. Fields said capacity constraints because of the faster-than-expected growth may lead to the lower market share for Ford, but could also mean higher pricing and margins for its vehicles.

Ford gained market share in the U.S. for three straight years, touching 16.8 percent in 2011, after hitting a low of 14.4 percent in 2008. But in the first quarter of 2012, its share is off 0.8 percentage point compared with a year earlier. The company changed its forecast of a stable share to a declining share.

Ford this week reported that its U.S. sales rose 5 percent in March and that it had record deliveries of its compact Focus compact as well as strong sales of its full-sized F-series pickups.