People & Careers
People & Careers

Ford Sales and Market Share Increase in Europe in August; Confirms Significant Acceleration in New Vehicle Launches

  • Ford’s August total vehicle sales volume rose 2.3 percent in its traditional 19 European markets, while total industry vehicle sales fell by 5.7 per cent
  • Acceleration in Ford new vehicle launches in Europe, with at least 25 now being launched in the five year period from September 2012 instead of 15 previously stated
  • Fifth consecutive month of total share increase for Ford; August total share was 7.0 percent, up 0.5 ppts from August 2012
  • Retail market share (five largest Western European markets*) up 1.1 ppts to 6.5 percent; Ford has now gained retail share in Europe for seven straight months
  • Highest August commercial vehicle share for Ford in 15 years; share grew by 2.2 ppts to 10.2 percent, and commercial vehicle sales volume was up 18 percent
  • New product momentum continues with introduction of Transit Connect, Tourneo Connect, and EcoSport later this year
*Download Full Sales Release (PDF)

FRANKFURT IAA, Germany, Sept. 10, 2013 – Ford’s European sales in August again outpaced the overall industry in a traditionally slower month, driven by strong demand for the new B-MAX, Kuga and Transit Custom.

Ford also confirmed that it is accelerating significantly the number of new vehicle introductions in Europe.

“Ford’s sales volume and share momentum is continuing in Europe thanks to our customers’ response to our ever-strengthening product line-up,” said Stephen Odell, president, Ford of Europe, Middle East and Africa. “Now we are going even further. Last September, we announced we would bring more than 15 global vehicles to Europe within five years. Today, we are confirming that we are accelerating our new vehicle introductions and now expect to introduce at least 25 new vehicles in Europe in the five year period from September 2012,” said Odell.

Ford market share and sales volumes continue to rise In its traditional 19 markets, Ford sales rose 2.3 per cent to 53,400 vehicles, while the total industry declined 5.7 percent. Ford’s market share in Europe grew by half a percentage point to 7.0 per cent. August marked Ford’s fifth consecutive month of total market share gain for the company.

Ford passenger car retail market share in its five largest Western European markets (the U.K., Germany, France, Italy and Spain) was 6.5 percent in August, up 1.1 percentage points. Ford retail share for the first eight months of the year was 8.2 percent, an increase of 1.1 percent compared to the same period last year.

“This was Ford’s best August and August year-to-date figures since Ford started tracking retail share in 2010, and August also marked the seventh consecutive month of retail share increase for Ford,” said Roelant de Waard, vice president, Marketing, Sales and Service, Ford of Europe.

Ford’s share of the fleet market also grew in August, up 1.1 percentage points to 8.3 percent, and was the fifth consecutive month of fleet share increase for Ford.

“Compared to August 2012, Ford sales to retail and fleet customers increased 10 percentage points to 77 percent of total sales – 5 percentage points better than industry average,” de Waard said. “At the same time, we reduced sales to rental companies and dealer self-registrations – which are generally less healthy for brand reputation and residual values – to 23 percent from 33 percent a year ago.”

Ford’s August commercial vehicle market share was 10.2 percent, up 2.2 percentage points, and was Ford’s best result for an August sales month for 15 years. Commercial vehicle sales volume for the month was up 18 percent. Year-to-date, Ford’s commercial vehicles share has increased by 0.9 of a percentage point to 9.3 percent.

Ford was the No.2 brand in Europe in terms of sales in August in its traditional 19 European markets, and strengthened further its year-to-date No.2 best-selling brand position.

Market Highlights

In Germany, Ford’s largest sales market in August, Ford achieved total sales of 16,000 units, up 8.5 percent in an industry that was down 5.9 percent. Ford’s total vehicle market share grew 0.9 of a percentage point to 6.8 percent for the month, while Ford’s retail share was 6.1 percent, up 3.2 percentage points. Ford’s commercial vehicle share in Germany increased significantly by 3.8 percentage points to 11.8 percent.

In the UK, Ford’s largest European market by sales year-to-date and second-largest in August, the traditionally slow August market ahead of the license plate change in September, Ford extended its market lead. Ford total share rose by 0.6 of a percentage point to 15.2 percent. Ford retail share was up 0.3 percentage points to 11.3 percent. Fiesta topped the industry sales charts for both August and year-to-date.

In Turkey, Ford saw monthly sales of 7,400 units, and so far this year 67,000 Ford vehicles have been sold in the country. Turkey was Ford’s fourth largest European market in August and in the first eight months of the year, while Russia was the third-largest Ford market in August and year-to-date with 69,400 vehicles sold. Italy, with sales in the first eight months of 63,700 vehicles, was Ford’s fifth-largest market in August and year-to-date.

Across its total 51 European markets, Ford sold 74,700 vehicles in August, down 900 or 1.2 percent versus last year.

Vehicle Sales Highlights

In August, Ford sold 3,600 all-new B-MAX multi-activity vehicles, with 47,800 B-MAX vehicles having been registered so far throughout the year. B-MAX remains Europe’s best-selling small MAV July year-to-date with a segment share of 15.8 percent (based on Ford’s analysis of latest available Polk registration data).

Kuga sales increased 7 percent to 3,300, giving Kuga its best August and year-to-date share ever since the previous generation Kuga first went on sale in 2010. Ford is increasing Kuga production to meet the strong demand, and will for the first time this year exceed 100,000 vehicles built in Europe.

Ford registered 12,000 commercial vehicles in August, and 120,800 year-to-date, an increase of 18 percent and 2.9 percent, respectively. The increase was driven by strong demand for Transit Custom and Ranger pickup. Ranger year-to-date sales almost doubled versus the same period last year.

* UK, Germany, France, Italy, Spain. Italy data preliminary. See table in attached Full Sales Release. Ford volume in these markets represents 80% of the Europe 19 volume.