DEARBORN - Ford Export & Growth (E&G) not only surpassed expectations in 2011 it shattered them, setting a new all-time record for annual sales. Fresh off a record-setting performance in 2010, E&G’s sales momentum continued throughout 2011, with monthly sales records set for 13 consecutive months, beginning in December 2010.
Those additional sales translated into increased market share. Overall, E&G market share is up 1.2 points through November. Individual markets that saw significant increases in market share were Saudi Arabia (up 3.1 points), Puerto Rico (up 2.3 points) and Malaysia (up 1.9 points).
In total, E&G sold 146,524 vehicles in 2011, 33,290 more than in 2010. By any measure, it was a tremendous year, said Director Hal Feder. “The E&G business was up 30 percent in an industry that was only up 5 percent – an outstanding delivery by all regional teams and all our products.”
Each of E&G’s four regions experienced growth. Leading the way was Ford Middle East, which sold 81,238 vehicles, up 28 percent versus 2010 – more than half of which (47,437) were sold in Saudi Arabia.
The Asia Pacific (AP) region recorded sales of 17,075 in 2011, a whopping 45 percent increase over 2010. Malaysia led the way with 7,180 sales – an increase of 145 percent from 2010. In all, 15 of AP’s 19 markets experienced year-over-year growth.
Calendar year sales were up 23 percent in the Caribbean and Central America region, totaling 18,670. In Puerto Rico, Ford increased market share by more than 2 points, finishing the year with 12 percent market share and the number-two brand in the market.
Sub-Saharan Africa’s sales were 31 percent higher than in 2010, totaling 11,562. Leading countries included Zambia, which achieved 150 percent of its objective. Overall, Nigeria and Angola remain the top-selling countries in the region.
Although Ranger continues to be E&G’s highest-volume vehicle, E&G dealers sold record numbers of Fiestas, Tauruses, Edges and Explorers in 2011. As the new global Ford Focus continues to launch in markets around the world, it – along with the all-new global Ford Fusion launching this year – will play an increasingly important role in E&G showrooms.
As impressive as they are, vehicle sales are only part of E&G’s growth story. Five new markets were added to E&G in 2011 – Suriname, Burundi, Sao Tome E Principe, Vanuatu and Timor-Leste. In addition to the dealerships added in those countries, there were new dealer appointments in Iraq and Panama.
Additionally, E&G estimates it invested more than $80 million in new and renovated sales, parts and service facilities in 2011, including a new Middle East Parts Distribution Center in Dubai and the world’s first Quick Parts stores in Honduras, Cambodia and the Dominican Republic.
Looking ahead, even more new markets are expected to be added this year, and nearly 30 major facility actions are planned, including the construction of a number of new facilities. Also:
• E&G will establish a permanent presence in Saudi Arabia, where it is opening a sales and service office in Riyadh
• E&G will add at least six new dealers in key markets, including South Korea, Hong Kong, Panama and Lebanon
• 13 Quick Lanes are slated to open
• 10 Quick Parts are also expected to open
All the anticipated actions are important as E&G looks to build on the success of 2011. “We have great momentum,” said Feder. “Now we must Go Further. We have to provide even better service to our dealers and our customers to meet the challenge we’ve set for ourselves to become a great export company. Our journey toward that goal begins in 2012.”