Ford retains strength despite 2010 challenges
Ford remained a strong sales leader in Europe last year despite a volume and market share decrease compared to the previous year.
Maintaining its position as the number two passenger car brand in Europe for the third successive year, Ford’s market share in its main 19 European markets was 8.4 per cent, a decrease of 0.7 percentage points from 2009. Total vehicle sales volume at 1,279,000 was 160,000 units down on the previous year.
“2010 was a challenging year for the European auto industry, including Ford,” said Stephen Odell, chairman and chief executive, Ford of Europe. “It was almost inevitable Ford would lose some share and sales in Europe. This was in part due to some of the competitive actions in the market, but also because we received a boost in 2009 introducing the all-new Ford Fiesta and Ka models just as scrappage schemes were taking effect.”
“We’re a volume manufacturer and we will maintain our leading position in Europe. But we will not undermine our fundamentally efficient and strong business by buying share or volume through widespread and excessive incentives that can damage residual values and brand image.”
Ford is currently rolling out the next-generation Ford C-MAX models across Europe and has already sold 13,000 units in just over two months, and is about to launch the all-new Ford Focus, one of the most significant new cars in Ford’s history.
Ford is also introducing at least 20 new products and derivatives in Europe over the next three years. These include an all-new Ford Kuga and B-segment vehicle, as well as a completely freshened commercial vehicle range starting with the Ford Ranger later this year. Ford will also launch its first all-electric vehicle this year – the Ford Transit Connect Electric – and the Ford Focus Electric follows next year.
Gasan Enterprises Ltd is the distributor for Ford in Malta.