COLOGNE, Germany, Jan. 15, 2014 – Ford of Europe reported today that its retail sales increased 14 percent* for full-year 2013, driving the company’s retail market share up a full percentage point to 8.2 percent.
The improvement in retail sales – sales to individual customers – was the result of a strategic shift in 2013 to target healthier sales channels.
“We made a decision to significantly reduce sales to rental fleets and reduce dealer self registrations, betting that we could correspondingly increase retail sales with our new vehicles,” said Stephen Odell, President, Ford Europe, Middle East and Africa. “This has really paid off. Retail sales are more profitable and better for brand image and residual values.”
Ford retail share in Europe has improved in each of the past 11 months, and retail market share increased for every Ford car model from Ka to Galaxy in their respective segments. Compared to 2012, Ford sales to European retail and fleet customers increased 7 percentage points to 73 percent of total sales – two percentage points above the industry average. Ford sales to daily rentals and dealer registrations declined to 27 percent from 34 percent in 2012.
“Our retail success demonstrates the importance of continuing to invest in new vehicles even in the most difficult economic environments,” Odell said. “Forty-three percent of all Ford vehicles sold in Europe last year were either all-new or significantly freshened models.”
Ford commercial vehicle sales also rose last year, with sales volume up 6.3 percent and market share at 9.2 percent – the highest level since 2007.
For full year 2013, Ford sold 1.1 million vehicles in its 19 traditional European markets, making it the No.2 selling brand in the region for the sixth consecutive year. December marked the seventh straight month of total sales growth for Ford. Overall, the company’s total market share in the 19 markets was nearly flat at 7.8 percent despite the lack of availability of the Mondeo, S-MAX and Galaxy earlier in the year.
The Ford Fiesta continued to be Ford’s top-selling model. A total of 290,500 Fiestas were sold during the year, making it the best-selling Ford vehicle ahead of the Focus and Transit. Fiesta was Europe's best-selling small car in the first eleven months of 2013, according to latest data from JATO Dynamics.
In the United Kingdom, Ford’s largest European market by sales volume, Ford strengthened its lead in 2013 and also recorded its 37th consecutive year of car sales leadership and 48th successive year of commercial vehicle leadership. Germany again was Ford’s second largest sales market in Europe, with Turkey, Russia and Italy taking the remaining top five market positions.
“We are determined to build upon the solid foundation we’ve built in 2013. We have one of the strongest vehicle lineups in the industry, and we will further strengthen our range during 2014,” said Roelant de Waard, Vice President, Marketing, Sales and Service.
Ford said it will launch at least seven new vehicles in 2014, including EcoSport, Transit, Transit Courier, Tourneo Courier, Mondeo, Mondeo Hybrid and C-MAX Energi plug-in hybrid.
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* UK, Germany, France, Italy, Spain. Italy data are preliminary. See table further down. Both Ford and industry volume in these markets represents 75 to 80% of the Europe 19 volume.