PRETORIA, South Africa – Ford kicked off the year with a vengeance, selling 48% more vehicles in January than in the same month last year and consistently returning double-digit market share for the seventh consecutive month and securing third place overall. The strong results came off the back of solid sales performances across the range despite the depressed market.
“Last year was one of tremendous growth for the Ford brand as we performed to record levels as one of the most successful motor companies in the industry,” said FMCSA’s Vice President Marketing, Sales and Service, Mark Kaufman. “And 2014 is going to be no exception as we continue roll out 17 new global products by the end of 2017.”
January new vehicle sales declined 6.8% compared to January 2013 to 53,025 units. The traditional delay in purchase decisions into the new year no doubt helped boost sales 13.7% over December according to figures released by the National Association of Automobile Manufacturers of South Africa (NAAMSA).
Ford continued to capitalise on its record market share performance from last year, holding 11.1% of sales during January. Ranger sales grew 9.9% over December and 32% over January last year, indicating Ford’s ability to meet the production requirements of growing consumer demand for the popular LCV.
Figo returned consistently high volumes (1,446) as one would expect after the Figo 1.4 Ambiente was announced the best-selling derivative in 2013, while Fiesta continued its growth trend thanks to improved supply selling 745 cars.
Ford’s SUVs were no exception to the brand’s strong sales, EcoSport remaining the leader of its segment, while Kuga delivered its fourth consecutive month of sales growth.
“Ford dealers remain in a positive position with 90% of Ford’s sales total being sold on the showroom floor to motorists,” says Kaufman. “Add to that the fact that January dealer industry sales were 2.1% ahead of January last year and the market appears to remain stable in terms of consumer demand.”
The passenger car market declined 7% to 38,008 units compared to January last year. Light Commercial Vehicle sales were 6.6% down on the corresponding period in 2013.
“Our new portfolio of products with smart technology features has insulated Ford a bit more from some of the industry headwinds including the depreciation of the Rand, fuel price increases and the advent of e-tolls for Gauteng commuters,” says Kaufman.