COLOGNE, Germany – Ford of Europe outperformed the industry in June as new products and commercial vehicles helped improve sales in a down market and significantly increase market share.
While year-over-year industry sales declined 6.5 per cent in June, Ford sales increased by 6.4 per cent – to 106,500 vehicles – in its 19 traditional European markets. As a result, Ford posted increases in total market share, passenger car retail share and commercial vehicle share.
“June was a very solid month for Ford in Europe, not just from a pure sales results perspective, but also the marked improvement in retail market share,” said Stephen Odell, chairman and CEO, Ford of Europe, Middle East and Africa. “Our European transformation plan – accelerating product introductions, strengthening the brand and improving cost efficiency – is gaining traction month-by-month.”
Ford of Europe’s total market share in June reached 8.2 per cent, up a full percentage point from June 2012. June also marked the third consecutive month of overall market share increase in the traditional 19 markets, and helped to strengthen Ford’s position as the No. 2 best-selling brand in Europe.
Ford passenger car retail market share in the five largest Western European markets (the U.K.,Germany, France, Italy and Spain) was 8.4 per cent for both June and the first half of the year,up 2.2 and 1.1 ppts, respectively. This was Ford’s best result for June and the first six months of the year since Ford started tracking retail share in 2010. (Retail sales figures represent private purchases by individuals as opposed to fleet sales, daily rental and dealer registrations.)
“With all the new vehicles and technology we are bringing to market, we made a big bet to focus on retail share and very deliberately reduce participation in sales channels that are less healthy for our brand and residual values,” said Roelant de Waard, vice president, Marketing, Sales and Service, Ford of Europe. “This is paying off with the success of new vehicles like the Fiesta, Kuga, B-MAX and Transit Custom.”
Ford vehicle sales to retail and fleet customers increased from 64 per cent to 70 per cent of total sales in June compared to the same month last year, while sales to rental companies and dealer registrations decreased from 36 to 30 per cent of total sales for the month compared to June 2012. Ford’s channel mix was better than industry average of 68 per cent retail and fleet, and 32 per cent rental sales and dealer registrations for the month.
The Ford and industry first half channel mix was roughly in line with June data.
Commercial vehicle share was 9.5 per cent for June and 9.3 per cent year-to-date, up about a percentage point for both periods. These were Ford’s best commercial vehicle market shares for June and year-to-date since 2008. Ford has increased its commercial vehicle share in each month this year.
In Germany, Ford increased vehicle sales by 7.4 per cent, even though the industry contracted by 4.7 per cent. Total vehicle market share jumped almost a full percentage point to 7.4 per cent in June. Ford’s retail and commercial vehicle shares also were up. Retail share was 7.2 per cent, up by 3.4 ppts, and commercial vehicle share increased by 1.5 ppts to 8.9 per cent.
In the UK, Ford extended its market leadership through a sales surge of 26 per cent in June in a total industry that grew 12 per cent. Total vehicle market share was 15.5 per cent for the month, up 1.7 ppts. Retail share was up 1.7 ppts to 13.1 per cent. Fiesta and Focus were respectively the No. 1 and No. 2 top-selling vehicles in market for both June and for the first six months of the year.
In Turkey, Ford was the market leader in June with 10,000 vehicles sold. First half sales surpassed 50,000, an increase of more than two per cent year-on-year.
The sports utility vehicle market accounts for about 32 per cent of all vehicles sales in Russia, and growth in this segment is a key priority for Ford Sollers, the joint venture created by Ford and Sollers in late 2011. In the first half of the year, sales of the Ford Kuga tripled to 5,000 units, while Explorer sales quadrupled to 2,000.
Overall, registrations of Ford vehicles in its wider European region of 51 markets totalled 131,200 in June, up 2.1 per cent versus last year.
Vehicle sales highlights
Ford sold 6,500 all-new B-MAX multi-activity vehicles (MAV) in June, and a total of 38,200 year-to- date. Only a few months after going on-sale, B-MAX has become one of Europe’s bestselling small MAVs.
With more than 22,000 units sold, Focus sales were up 2.1 per cent in June, while Kuga sales in June sales were 7,400, up 42 per cent and the best June for Kuga since 2010. Ford will increase Kuga production this year to meet the growing demand.S-MAX and Galaxy sales in June were up by more than 13 and 15 per cent, respectively. June was the best share for S-MAX since 2010, and the best for Galaxy since 2002.
Ford registered 17,300 commercial vehicles in June, and 93,300 year-to-date, an increase of 1.2 and 5.2 per cent, respectively. The increase was driven by strong demand for Transit, Transit Custom, and Ranger. Ranger sales almost doubled in June, the highest June sales for the nameplate since 2007.