COLOGNE, Germany – Ford’s market share in its traditional 19 European markets in August was 6.5 per cent, down 1.6 percentage points from August 2011, in an industry that was at its lowest level for nearly two decades. Nevertheless, Ford remained the No. 2 best-selling vehicle brand in Europe for the year-to-date.
Ford expects a strong rebound in sales and market share in Europe during September on the strength of new products and the traditionally strong September sales in the UK, where Ford is market leader. Based on its performance in the first half of September, Ford expects to post one of its highest monthly market shares of the year by the end of this month. The highest share so far in 2012 was 9.1 per cent in March.
“We are seeing strong demand so far in September for new products like the Focus 1.0-litre EcoBoost, plus the Focus ST and the all-new B-MAX which are both just going on sale across Europe,” said Roelant de Waard, vice president, Marketing, Sales and Service, Ford of Europe. “In addition, the registration plate change is driving demand in the UK, where we have been car market leader for over three decades.”
“August was even slower than usual this year, and there was a lot of short-cycle business and heavy incentives that we decided to largely refrain from,” de Waard said. “New vehicles and technologies are the most effective tools in this difficult environment, and we are fortunate to be at the beginning of an aggressive rollout of new cars, sports utility vehicles, commercial vehicles and technologies,” said de Waard.
“We expect to continue to benefit in the fourth quarter from the market launch of more new vehicles, including Transit Custom and Tourneo Custom, C-MAX and Grand C-MAX 1.0-litre EcoBoost, Kuga and the new Fiesta.”
In the eight months of this year, Ford sold 218,700 vehicles in the UK, Ford’s largest European market by volume. This marks an increase of 1,700 units – or 1 per cent – on the same period 2011. With a share of 15.2 per cent, Ford remains the market leader in the country.
Ford sales in Russia and Eastern Europe* are also up year-to-date through August. In Russia, Ford sales grew 18.7 per cent to 84,500, the highest volume gain for any market for Ford in Europe in the eight months of the year, while share increased by 0.2 percentage points to 4.2 per cent. In Eastern Europe, Ford’s sales rose by 8.1 per cent to 34,500 units year-to-date.
In its total 51 European region markets, 942,400 new Ford vehicles were registered, a reduction of 10.2 per cent on the eight months of 2011.