PRETORIA, South Africa – While the SA car market seemingly rallied during April to show impressive growth, Ford Motor Company of Southern Africa (FMCSA) continued to out-perform the industry as it posted more than 5,000 sales yet again this year.
Ford commanded double-digit market share once again, the brand’s highest share since December 2005. Volumes are up 44,5% year on year in an industry up 19,5%, while year-to-date sales displayed an equally promising Ford picture, up 30,7% when industry sales grew 7,5%.
“April sales showed a very positive picture of growth, but shouldn’t be viewed in isolation,” said FMCSA General Manager Sales, Rob Crouse. “March sales were unusually low compared to March last year and April sales were equally high year on year skewing the picture. So, while 19,5% growth this month looks exciting, the 7,5% growth year-to-date provides a much more realistic picture of the market.”
Ford Ranger continued to sustain demand off last month’s all-time record sales with 1,787 units sold, the second-best month for Ranger sales since launch. Sales of Fiesta and Figo maintained their strength with 718 and 1,163 units respectively.
“Our dealer channel continues to be the primary driving force behind increasing sales, indicating strengthening consumer demand,” said Crouse. “Where fleet and government sales are softening, dealer channel sales are up 9,9% year-to-date.”
Mazda3 returned impressive sales numbers thanks to improved supply from Japan while the new Ford Kuga continued to attract market interest courtesy of its keen pricing and value-packed package.
New vehicle sales ended April 4,013 units down on March to end on 50,920 units. Passenger car sales accounted for 16,4% growth on April 2012, 9,4% behind March sales. Light Commercial Vehicle (LCV) sales were 5,3% down on last month, but 27,6% ahead of April sales last year.
“Ford continues to dominate sales growth in South Africa, driven by a constant stream of new products and technologies,” said Crouse. “That we are able to post our best market share in over seven years is proof enough of the South African market’s demand for our products.”
TOP PERFORMING: NEW PASSENGER VEHICLES
1. VW Polo Vivo 2,231
2. VW Polo 1,828
3. TOYOTA Etios 1,581
4. FORD Figo 1,163
5. BMW 3-Series 1,127
6. MERCEDES C-Class 857
7. TOYOTA Fortuner 852
8. FORD Fiesta 718
9. TOYOTA Corolla 702
10. VW Golf 7 551
TOP PERFORMING: NEW LIGHT COMMERCIAL VEHICLES
1. TOYOTA Hilux 3,227
2. FORD Ranger 1,787
3. CHEV Utility 1,628
4. TOYOTA Quantum 1,354
5. Nissan NP200 1,348
6. Isuzu KB 1,047
7. VW Amarok 589
8. Nissan NP300 Hardbody 390
9. MAZDA BT-50 205
10. Landcruiser PU 196
Editor’s note: Sales figures quoted from the National Association of Automobile Manufacturers of South Africa (Naamsa) include overall sales figures reported by Associated Motor Holdings. These figures are also included in the numbers quoted for the corresponding month in the previous year.