Regional Performance Highlights

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In 2010, economies around the world began a slow economic recovery. Auto sales globally experienced moderate growth in 2010. Worldwide vehicle sales (including passenger cars, commercial vehicles and all trucks of medium- and heavy-duty gross vehicle weights) were estimated at 74 million units, which exceeded the prior peak in sales in 2007, before the recession began. Auto sales in Europe, however, were lower than in 2009.

Ford experienced strong sales and market growth in many of our regional markets. This section outlines our sales performance in our major regional markets and our plans for investments and new product launches.


In the U.S., we are introducing highly desirable vehicles in the fastest-growing segments, including crossovers and more fuel-efficient vehicles. In 2008, we committed that every new or significantly redesigned vehicle we introduce will be best in class or among the leaders in its segment for fuel economy. We are meeting this goal by introducing more fuel-efficient gas engines, smaller vehicles and hybrid vehicles.

We are also introducing new products faster. We delivered on our promise to have 100 percent new or freshened product by 2010. Over the next four years there will be no letup in our cadence. By 2014, we plan to have up to 130 percent of our portfolio be new or freshened.

Ford’s sales in the U.S. were up 19 percent in 2010 compared to 2009, the largest increase of any full-line manufacturer. Ford’s market share for 2010 was 16.4 percent, up 1.1 percentage points over 2009 and 2.2 points over 2008. Our improvement in overall market share is primarily the result of favorable acceptance of our redesigned products, a product focus on industry growth segments, and customers’ increasing awareness and acceptance of our commitment to leadership in quality, fuel efficiency, safety, smart technologies and value. Our market share gain was led by strong sales of the Ford Fusion sedan, which increased sales by 21 percent over 2009; the Ford Taurus, which increased by 51 percent over 2009; the Ford Edge crossover, which increased by 34 percent over 2009; and the Ford F-series pickup truck, which increased by 28 percent over 2009. The F-series was the top-selling vehicle in the U.S. for the 29th year in a row and the top-selling pickup truck for the 34th year in a row.

We hope to build on these sales successes in the coming years by continuing to introduce exciting new products. The new Ford Transit Connect was introduced in the second quarter of 2009 and was awarded the 2010 North American Truck of the Year at the North American International Auto Show. The 2011 Ford Fiesta was revealed in North America in the fourth quarter of 2009 as a new offering and went on sale in the summer of 2010. The 2011 Ford Mustang debuted with a new family of V6 and V8 engines that deliver best-in-class performance and fuel economy and arrived in dealerships in the spring of 2010.

2010 was an aggressive product-introduction year, during which we substantially increased the amount of new vehicle introductions by volume over 2009 (which itself had many new product introductions). For 2010, these introductions included the all-new Ford Fiesta, Explorer, Super Duty, Edge and F-150 EcoBoost™ option, the Lincoln MKX and a hybrid version of the Lincoln MXZ. In 2011 we are introducing the all-new Ford Focus – the fourth vehicle in the Ford and Lincoln portfolio delivering 40 mpg or better – along with the Transit Connect Electric and the first I-4 EcoBoost offerings of the Explorer and Edge.

U.S. Product Sales by Segment

  Industry Ford
Total U.S. vehicle sales 100.0% 100.0%
Small 21.9% 13.9%
Medium 15.5% 12.8%
Large 5.3% 6.8%
Premium 6.9% 2.5%
Total U.S. car sales 49.6% 36.0%
Compact pickup 2.2% 2.9%
Bus/van 5.7% 7.0%
Full-size pickup 11.7% 27.3%
Sport utility 24.3% 24.7%
Premium utility 4.9% 1.9%
Medium/heavy 1.6% 0.2%
Total U.S. truck sales 50.4% 64.0%

Note: These numbers include Ford, Lincoln and Mercury vehicle sales in the U.S.


In 2010, Ford remained the second-bestselling passenger car brand in Europe. In the U.K., Ford’s largest European market, we were the top-selling car and commercial vehicle brand for the 34th and 45th year respectively. Ford was also the total sales market leader in Denmark, Hungary, Ireland and Turkey for the full-year 2010, and remained the No.1 imported brand in Italy and the Czech Republic.

Even with these successes, it was a difficult year for the entire automotive industry in Europe. December 2010 marked the ninth consecutive month of lower sales in the 19 main European markets.1 Total industry sales were approximately 15.3 million units in 2010, more than half a million units below the 2009 level. Ford lost overall market share slightly in the 19 main European markets, ending the year at 8.4 percent market share, down 0.7 percentage points from year-end 2009. However, Ford gained market share in Sweden and Denmark.

In 2010, Ford’s share of the Turkish market increased by 0.7 percentage points to 15.8 percent, the ninth year in a row that the Ford brand led the market in sales in Turkey. Sales in Turkey increased by 37,000 units to 123,800 in 2010 – a 42.6 percent increase over 2009. In 2010, we announced plans to invest $630 million with Ford Otosan in Kocaeli, Turkey, for future Ford Transit production.

Ford also improved sales in Russia and Eastern Europe in 2010. In Russia, Ford’s 2010 sales were at 90,100, up by 9.8 percent or 8,000 units compared to 2009. Over the next several years, we expect industry sales volumes in Russia to grow rapidly and perhaps even exceed sales volumes in Germany, Europe’s largest market.

Ford KA Titanium+

Ford KA Titanium+

In 2010, we introduced or revealed 11 new vehicles in Europe, including the Ford Fiesta and Ka models, the freshened Galaxy, S-MAX and Mondeo, a new Focus ECOnetic, and the next-generation Ford C-MAX. We also introduced an expanded range of fuel-efficient powertrains, including the new Ford EcoBoost 2.0L and 1.6L engines and further improved TDCi diesel powertrains. In the first quarter of 2010, we also announced a $2.3 billion investment in UK manufacturing facilities over the next five years to support the production of low-carbon-emission vehicles.

Overall, our vehicles have been very well received in the European marketplace. Our three bestselling vehicles in 2010 were the Fiesta, which sold 399,600 units; the Focus, which sold 258,300 units; and the Transit, which sold 128,900 units. The Transit’s 2010 segment share was the highest since 2006. In the UK, the Ford Fiesta, Focus, Galaxy and Transit led their respective segments in sales.

In 2011, we are continuing to introduce exciting new vehicles, including the all-new Ford Focus in Europe. We will be 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. Plus, Ford will launch its first all-electric vehicle in Europe in 2011 – the Transit Connect Electric. The Focus Electric follows next year.

Asia Pacific and Africa

Our Asia Pacific and Africa region encompasses 12 markets – including Australia, China, India, Thailand and South Africa – on three continents. The fastest-growing markets for automobiles are in rapidly developing countries like China and India. In 2010, in fact, 90 percent of Ford’s sales growth in the region came from China (62 percent) and India (28 percent). We expect 70 percent of our growth in the next 10 years to come from the Asia Pacific and Africa region.

Total industry auto sales for the region were 30.7 million units in 2010, up 6.2 million or 25.1 percent from 2009. All major markets in this region reported large sales increases over 2009, with the exception of Vietnam. Industry sales in the region are expected to increase to an estimated 50 million units by 2020. To meet this growing demand, we will launch more than 50 new vehicles and powertrains in Asia Pacific and Africa by 2015.

We have invested $4 billion since 2006 in the region and employ more than 25,000 people here. We are expanding our production capacity in China, India, Thailand and the rest of Asia, as well as launching new products in these and other markets to meet consumer needs and remain competitive. For more details on our plans to build new plants in Asia, please see Case Study: Sustainable Growth in Asia.

Ford’s retail sales in the Asia Pacific and Africa region were up 32 percent in 2010 compared to 2009, to 743,958 units from 564,799 units. For information on Ford’s wholesale sales in the region, please see Sustaining Ford.

Asia Pacific and Africa Market Share2

Major Markets 2010 Combined Car and Truck Market Share Percentage Points Better/(Worse) than 2009
Australia 9.2% (1.1)
China* 2.5% No change
India 2.6% 1.3
South Africa** 7.7% 0.1
Taiwan** 6.1% No change

* China market figures include JMC Ford brand vehicles (does not include non-Ford JMC vehicles).

** South Africa and Taiwan market share figures include Ford vehicles only, not Mazda.

2010 retail sales for China were 465,072, up 113,096 units or 32 percent from 2009. These sales figures include Ford-badged and non-Ford badged vehicles produced and distributed by our two Chinese joint ventures: Changan Ford Mazda Automobile Corporation, Ltd. (CFMA) and Jiangling Motors Corporation, Ltd. (JMC). The CFMA joint venture began production in 2003 and currently builds Ford, Volvo and Mazda models. The JMC joint venture assembles Ford and JMC vehicles for distribution in China.

We are continuing to increase our presence in China, with more investment in manufacturing capacity, the introduction of new products and the expansion of distribution channels. Ford currently has three vehicle manufacturing plants in China: one CFMA plant in Chongqing, one CFMA plant in Nanjing and one JMC plant in Nanchang.

In 2010, we announced a $300 million investment to build a new plant in partnership with JMC in Nanchang. This plant will be capable of building 300,000 vehicles per year. Also in 2010, we began building a new CFMA plant in Chongqing. This state-of-the-art manufacturing facility, which is scheduled for completion in 2012, represents an investment of almost $500 million. The flexible facility will begin production of Ford’s next-generation Focus in 2012 and will be capable of producing a diversified range of products in the future. The plant will have an initial production capacity of 150,000 vehicles per year. It will include Ford’s environmentally friendly and energy-efficient “three-wet” paint technology. When this plant comes online in the first quarter of 2012, Ford will have a production capacity in China of 600,000 passenger vehicles per year. We have also announced plans to build a third new plant in China – an engine plant also located in Chongqing and built in partnership with CFMA. This plant, which represents an additional $500 million investment, will add an additional 400,000 engine units annually, more than doubling CFMA’s existing engine capacity of 350,000. Construction of the new engine plant is planned to begin next year, with engine production starting in 2013.

We are also increasing our introduction of new products in China. Ford will introduce four new vehicles in the Chinese market over the next three years, including the new Focus. We introduced the fuel-efficient EcoBoost engine and PowerShift transmission technologies in China in 2010, further expanding Ford’s commitment to delivering more sustainable transportation in all the markets we serve. In 2010, we also added 100 new dealerships in China, bringing our total number of outlets here to 340. The newer dealerships are located primarily in the fast-growing second- and third-tier cities located in western and northern China.

In India, we had a record sales year in 2010, and we are continuing to expand production capacity and new vehicle introductions. 2010 sales in India were up 168 percent, led by strong sales of the Ford Figo, Fusion and Ikon. To meet the growing demand, we plan to introduce eight new vehicles in India by the middle of the decade.

Ford Figo

Ford Figo

We are in the process of significantly increasing our presence in India with more investment in manufacturing capacity. We have invested $500 million to expand our current manufacturing facility in Chennai, India. This investment was used to build a fully integrated and flexible engine manufacturing plant that began production of the all-new Ford Figo – described below – in 2010. The new facility will be capable of producing 250,000 engines per year. The plant will also be equipped with Ford’s environmentally friendly and energy-efficient three-wet paint technology. Overall, the plant’s annual vehicle production capacity will be doubled to 200,000 units after the expansion, which is also expected to create 1,000 new jobs. We are also strengthening our service support in India by expanding our sales and service network across the country. Our dealer network has increased to more than 170 across more than100 cities in India.

In 2010, Ford introduced the Figo, an all-new four-door hatchback small car. This vehicle was designed with the help of Ford’s Indian design and engineering team to meet the needs of Indian and other markets. It represents Ford’s continued commitment to delivering exciting, high-quality and fuel-efficient products in growing markets like India and the rest of Asia. The Figo has been highly successful in its first year of sales. It has received multiple prestigious industry awards, including being selected Indian Car of the Year 2011 by a leading jury of automobile journalists; winning the Bloomburg UTV Autocar Car of the Year 2011, Value for Money Car 2011, and Premium Compact Car of the Year 2011; and winning ET ZigWheels Best Premium Hatchback and Car of the Year 2010. Ford was also named the top manufacturer overall for 2011 in India in the Bloomberg UTV Autocar awards.

In 2010, we also launched in India a new model of the Ford Endeavor luxury SUV, a 4X2 automatic with 3.0L156 PS (154 horsepower/115 kW) Duratorq® TDCi engine. This vehicle delivers best-in-class fuel economy among diesel automatic luxury SUV offerings in India.

In Thailand, Ford’s 2010 sales were up 78.7 percent over 2009. To meet growing demand in the region, construction is underway in Thailand for a new $450 million Ford assembly plant scheduled for completion in 2012. The plant will include many of Ford’s state-of-the-art flexible manufacturing and environmental processes, including the three-wet paint process, which reduces energy use and volatile organic compound emissions. The plant will also feature an on-site wastewater treatment facility, energy-efficient lighting, daylighting, natural ventilation and local and recycled materials. The plant will also boost the local economy. Ford is expected to purchase $800 million in local components. The plant could also provide up to 11,000 new local direct and indirect jobs. The facility will begin producing the Ford Focus for Asian markets in 2012.

In addition, Ford and Mazda Motor Corporation recently announced an additional investment of $350 million in their Auto Alliance Thailand joint venture, to support the production of next-generation pickup trucks. We have already invested $500 million in a new, highly flexible, small passenger car plant through Auto Alliance Thailand. In 2010, this facility began producing the new Fiesta for other major Asian markets.

South America

Ford is the fourth-largest automaker in South America, where our principal markets include Brazil, Argentina and Venezuela. Ford’s 2010 market share for the region was 9.8 percent, down 0.4 percentage points from 2009.

South America Market Share

Major Markets 2010 Combined Car and Truck Market Share Percentage Points Better/(Worse) than 2009
Total South America 9.8% (0.4)*
Brazil 10.4% 0.1
Argentina 12.4% (0.9)
Venezuela 18.5% (2.4)

* The South American market share is based, in part, on estimated vehicle registrations for our six markets in that region.

We continue to launch new products to meet the needs of our South American customers. In 2010, we brought a flexible-fuel version of the European-based Ford Focus to Brazil and also launched the North American Edge and Fiesta in Brazil. We are making our largest-ever investment in Brazil operations in a five-year period, by investing R$4.5 billion from 2011 to 2015 to accelerate the delivery of more fuel-efficient, high-quality vehicles, which customers in Brazil desire. South America will have versions of Ford’s global small and midsize vehicles by 2013, including Fiesta- and Focus-sized small cars and utilities, Fusion- and Mondeo-sized midsize cars and utilities, compact pickups and commercial vans.

This sales growth in the rapidly growing markets of South America (and Asia) represents a significant achievement for our Company. At the same time, we know that our long-term success in these developing and revitalizing economies will depend on our offering new types of mobility solutions that are increasingly sustainable and tailored to the unique needs of these markets. Our sustainable mobility strategy is aimed at ensuring we do just that.

  1. The main 19 European markets are: Austria, Belgium, Britain, the Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Spain, Sweden and Switzerland. Ford reports sales for Estonia, Latvia and Lithuania through our Finnish National Sales Company, so sales data for the Baltic states are included within the 19 European markets. The list of 19 does not include Turkey or Russia. Also, the market share data does not include Volvo.
  2. Includes sales of Ford-brand vehicles and market share for certain unconsolidated affiliates, particularly in China.