Ford Europe achives best car sales volume since 1997
"This is the strongest October we've had in Europe for 12 years, and it shows we must be doing the right thing in the eyes of our customers," said Ingvar Sviggum, Ford of Europe's vice president for marketing, sales and service. "The key is having the right products at the right time for our customers, and this is why we're now the clear No.2 best-selling brand in the European auto industry."
"What's more, we've also seen a dramatic increase in the quality of our sales. In October, 64 percent our car sales were to retail customers, compared to 48 percent in October 2008. Last month, 80 percent of Fiesta, 75 per cent of Ka and 70 percent of Kuga sales were to retail customers."
Ford sales in October increased by 13,800 units, or 12.8 percent, compared to October 2008, whereas total industry sales in Ford's main 19 European markets improved by 6.8 percent. Ford's market share rose by 0.5 percentage points in comparison to October last year.
"Ford Ka sales continue to rocket in 2009 – year-to-date they’ve more than doubled. We've sold a total of 90,500 units this year, up by 48,300 compared to the first ten months of last year. Fiesta sales are now more than 500,000 units globally since the car was first launched in Europe last year," said Sviggum.
"Ford was market leader in the U.K., Ireland and Hungary, and import leader in France and Italy. Germany had its best October since 1998, with sales up 33 percent, or 6,000 units, last October – a really terrific performance given the backdrop of the ending of the scrappage scheme in the country."
"But we do need to balance this positive news with concerns for the future. Next year is still something of an unknown quantity, but our current forecast is for an industry between 13.0 and 14.5 million units. That's down roughly two million vehicles versus this year. Given the ongoing weakness in the European market, further actions are needed at both the national and EU level to help bolster consumer confidence and demand," Sviggum added.
Year-to-date
Ford increased its share by 0.5 percentage points to 9.1 percent, the best October year-to-date share for Ford since 1999 in its main 19 European markets. Share was up in 16 out of the 19 main markets.
In the first 10 months of 2009, Ford registered 1,218,100 vehicles in its 19 European markets, a reduction of 37,300 units or 3 percent lower than in the same period in 2008. This compares with a total industry decline of 8.1 percent in the same period. Year-to-date across its 51 markets, Ford of Europe sold 1,394,700 vehicles, a decrease of 155,000 units, or 10 percent fewer than in the same period in 2008.
October Highlights
Market Performance:
- Ford's share increased in 16 of the main 19 European markets.
- Ford was market leader in the U.K., Ireland, and Hungary.
- Spain's share was at 9.1 percent, up 1.4 percentage points, the best October share since 1997 and the highest monthly share gain in the five largest markets (U.K., Germany, Italy, France, Spain).
- Germany had best October since 1998 – sales were up 33 percent or 6,000 units on October 2008; market share was 8.0 percent - up by 0.6 ppts on the same month 2008.
- Confirmed as leading imported brand in Italy and France. France reported a 5.7 percent market share for the month, up by 0.6 ppts on October 2008, and the best October sales since 1998. Italy's sales volume increased t0 19,800 (up by 4,000) vs. October 2008, the highest October volume since 1997, posting a 9.4 percent monthly share.
- Scandinavian markets with record share gains: Denmark at 9.1 percent (+1.1 ppts; best October share since 1997) and Norway at 9.7 (up 1.0 ppts; best October share since 1995).
Model Performance:
- Ford of Europe's three top-selling vehicles (19 main markets) were the Fiesta (41,300), Focus (24,200), and Transit (8,900).
- Fiesta remained Europe's second best-selling car in October, an achievement which external sources are expected to confirm later this month. 41,300 New Fiestas were delivered to customers in Europe. Fiesta was also the best-selling foreign vehicle for the month in Italy and in France.
- One year after its debut, more than 500,000 customers have purchased the new Fiesta globally, as Ford is prepared to bring the global car to the U.S and other key Asian Pacific markets next year.
- In Ford's Euro19 markets October sales of Fiesta were the highest of any Fiesta since 1996.
- Ford Ka continues to be a success: 8,700 units sold in October – the best Ka October sales since 2002.
- 80 per cent of Fiesta, 75 per cent of Ka, and 70 percent of Kuga October sales were retail. Fleet business reduced from 31 percent to approximately 18 percent.
- C-MAX was the best-selling foreign vehicle in its segment in France.
- S-MAX was leading its segment in Spain.
October Year-to-Date Highlights
Market Performance:
- Ford's share increased in 16 of the main 19 European markets.
- Market leader in the U.K., Ireland, Hungary and Denmark.
- U.K. market share at 17.1 percent, up by 0.9 ppts on 2008, meaning that more than one in six new vehicles on U.K. roads is a Ford.
- Ford Germany year-to-date sales increased by 64,900 to 267,200. With this, Ford in Germany is already exceeding the full-year results the company achieved in the years 2003-2008 each. Year-to-date market share rose by 0.7 ppts to 7.6 percent - the highest year-to-date result since 1999.
- Italy's year-to-date share was at 9.6 percent, up by 1.9 ppts. on the first ten months 2008, posting the highest year-to-date share gain in the five largest markets.
- The highest year-to-date share gains of all 19 markets were from Denmark (+ 2.4 ppts), Hungary (+ 2.2 ppts), posting the highest ytd October share since 1994, and the Czech Republic (+ 1.9 ppts), the best year-to-date October share since 1994.
Model Performance:
- The three best-selling vehicles in the first ten months of 2009 were the Fiesta (396,500), Focus (256,200) and Transit (99,900).
- In the first 10 months of 2009, Fiesta sales were up 118,600 over the same period 2008. Fiesta and Fiesta LPG remained best-selling foreign vehicles in Italy year-to-date.
- 90,500 Ford Ka vehicles were delivered to Ford customers so far this year, up 48,300 units versus the first ten months 2008.
- C-MAX is leading its segment in Italy; S-MAX in Spain.
- Focus remained No. 2 best-selling car in the UK year-to-date, behind the Fiesta.
October 2009 sales volume (in registrations)
