COLOGNE, Germany – Strong demand for newly launched products helped Ford of Europe to grow market share again in May.
Overall, Ford sold about 100,000 vehicles in May in its 19 traditional European markets. Volume was down 2.2 per cent, but better than the industry which declined 6.2 per cent versus May last year.
“We’re starting to see a positive trend emerge over recent months with our new Ford vehicles driving share gains – and especially in the all-important retail arena,” said Roelant de Waard, vice president, Marketing, Sales and Service, Ford of Europe.
”Improved retail share is not only an indicator of the strength of our products, but it is also critical to residual values, margins and brand health. With the full market launch of the new Fiesta, Kuga, B-MAX and more, we expect our retail share to continue to improve.”
Ford’s Total vehicle share was 8.3 per cent in May, up 0.3 percentage points. It was the company’s highest May share since 2009 and the second consecutive month of year-over-year market share increase. This helped to strengthen Ford’s position as Europe’s No. 2 best-selling brand in May and year-to-date.
Passenger car retail share
Passenger car retail market share in the five biggest Western European markets (the UK, Germany, France, Italy and Spain) was 8.7 per cent in May, and 8.4 per cent in the first five months, up 2.4 and 0.8 percentage points, respectively. These were the best retail shares for both periods since 2010, when Ford started tracking retail sales data. May was the fourth consecutive month of year-over-year retail share gain.
Commercial vehicle share
Commercial vehicle share was 9.2 per cent for both May and year-to-date, up 0.1 and 0.8 percentage points, respectively. These were Ford’s best commercial vehicle market shares for May and year-to-date since 2008. Ford has increased its commercial vehicle market share in each month this year.
Vehicle sales highlights
Ford sold more than 6,000 new B-MAX multi-activity vehicles (MAV) in May, and a total of 32,000 so far this year. With a segment share of 18.4 per cent in April (latest data period) and 16 per cent year-to date, B-MAX was Europe’s best-selling small MAV for both periods (based on Ford’s analysis of latest available Polk registration data).Sales of the new Kuga sports utility vehicle continue to be strong, with total sales of 5,400 units in May and 21,400 year-to-date. Ford recently announced plans to increase Kuga production in Valencia to meet this growing demand.Ford sold 15,300 commercial vehicles in May, driven by strong demand for Transit, Transit Custom, and Ranger. Sales of the Ranger pickup have nearly tripled this year, compared to the same period in 2012.
In the UK, Ford retained total vehicle sales leadership for both May and year-to-date, with sales of 31,000 in May and 162,000 in the first five months of the year – up 2.2 and 5 per cent, respectively. Ford’s market share in the UK for May was 15.1 per cent, up 0.2 percentage points from April this year.
In Germany, the company’s second largest market by sales, Ford’s share jumped to 7.6 per cent, up by 0.8 percentage points compared to a year ago. Ford sold 21,600 vehicles in May, almost stable (minus 0.5 per cent) versus a year ago even though the market was down a hefty 10.2 per cent.
Ford also saw good sales improvement in Spain. With 6,600 vehicles sold in May, volume was up almost 10 per cent, bucking the industry trend, and driving Ford’s market share up by 0.9 percentage points, to 8.4 per cent.
In Turkey, May year-to-date sales of around 41,000 were an increase of 4.4 per cent year-on-year.
In Eastern Europe, Ford sales were 4,500 in May and 21,300 year-to-date, up 14.1 and 3.7 per cent, respectively.
New vehicle surge continues throughout 2013
Ford’s new vehicle and technology product acceleration continues in Europe. Launches this year have included the all-new Fiesta, Fiesta ST, Kuga, and the second half of the year will see the launch of the Focus Electric, Transit Connect, Tourneo Connect, and the EcoSport. These vehicles are part of the company’s plan to bring 15 global vehicles to Europe within five years.
* UK, Germany, France, Italy, Spain. Including preliminary data for Italy