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September 2013 NAAMSA Retail Sales
Ford commanded 12,2% share of the South African new vehicle market during September, an all-time record for the brand. The result was driven by the highest Ford retail volume month since September 2005 with 5 766 Fords finding new South African homes last month.
The new vehicle market softened somewhat during the month as expected from the spate of industrial issues facing the industry on multiple levels. Not least affected were volumes from locally produced products.
“With labour issues encountered on a production, supplier and retail level over the past month, it was inevitable that these affects would be hard-felt in the reported sales numbers,” said FMCSA’s General Manager, Rob Crouse. “Yet despite this, Ford volumes continue to climb faster than the market, repeatedly setting new records month on month.”
The new vehicle market was 1,5% down on September last year and shed 1 837 units on August according to the National Association of Automobile Manufacturers of South Africa (Naamsa). Hardest hit was the Light Commercial Vehicle (LCV) sector, down 9,6% on the same month last year, while the passenger car market was 0,8% up on September 2012.
Ford’s turbocharged EcoBoost products continued to drive much of the Ford demand. EcoBoost technology contributed 50% of the EcoSport sales as customers shift to a more fuel efficient, lower emissions vehicle without sacrificing performance. But it was the recently introduced Ford EcoSport that continued to lead its segment for the second month running, more than doubling sales of its closest rival with 827 sales.
Figo sales were helped by seasonal rental deals to boost sales to 1 690 units, the best Figo sales month since August 2011.
“Surrounding economic conditions continue to impact the sales environment and against which, the automotive industry continues to perform. We can still expect 2013 to be a successful year for industry sales, which will be aided by a return to some labour stability,” said Crouse.