SAN JUAN -- Ford conquered important territory in auto sales in 2010 by increasing sales 59 percent, and is expecting to solidify its already steady growth in 2011 behind the strongest and freshest product lineup in the industry.
Going from 6.9 percent total share in Puerto Rico, Ford rose to 9.4 percent market share, an increase of 2.5 percentage points or 36 percent over 2009, highlighting the Company’s commitment and consistency to establish itself in a leading role.
"This proves to be a success for every member of Ford’s team and our dealerships. Ford’s leadership in quality, fuel efficiency, safety and technology appeals to local customers, which translates into a winning formula for Ford. We are proud to have earned the customer’s trust and support when considering a real option in transportation needs,” said Waldo Galán, managing director for Ford International Business Development in Puerto Rico.
In 2010, Ford launched two new models that have contributed in great part to the Company’s sales success. Fiesta, Ford's first ever entry in the B-Car segment, and the all-new Edge, which competes in the growing Crossover segment, have both received rave reviews from local customers.
"When Fiesta launched in August, Ford and our dealers immediately started seeing new customers in our showrooms", said Galán. Fiesta averaged over 7 percent segment share in the first few months of the launch.
Fiesta's launch reached over 10,000 customers, as it mainly based its outreach through social media channels and special events. Ford became one of the first manufacturers in producing such a novel campaign, which triggered sales of 525 units in less than five months.
In 2011, Ford will bring two more all-new products to Puerto Rico – a fully redesigned Ford Explorer and an all-new Ford Focus. By the middle of 2011, more than half of Ford’s product lineup in Puerto Rico will be all-new or significantly refreshed, with four new product introductions in less than one year.
This is also a year of innovation for Ford, where technology acquires a leading role. Ford has positioned itself as the leader in technology in the auto industry. Ford’s clients have the option to select a product with a driver connectivity system as MyFord Touch and SYNC, which facilitates user engagement and maintains transit safety, a crucial element to the company. First introduced late last year on the Ford Edge, the technology will be available on both the new Explorer and all-new Focus.
“Our goal for this year is to continue winning new customers to the Ford brand by delivering a full lineup of cars and trucks that lead in quality, technology, fuel-efficiency, and safety,” said Galán. “With the launch of the Fiesta last year and the Focus this year, Ford is demonstrating its commitment to delivering class-leading products in the two largest and most competitive segments on the island – segments the company has not been a part of in the past.”