Ford of Europe achieved its highest monthly retail market share in three years in March.
Its share of the passenger car retail market – vehicles purchased by individual customers – reached 9.5% in its key European markets, up 0.7% from a year ago. Retail share for the first quarter of 2013 also was up by 0.2% to 8.4%.
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The improvement was largely driven by sales of new models – including Fiesta, Kuga and B-Max – as well as the Focus. The new Ranger pickup and Transit Custom van drove higher commercial vehicle share.
“We are not quite seeing green shoots of an economic recovery yet but we are seeing some green shoots for Ford in Europe now five months after we launched a comprehensive transformation plan covering product, brand and cost,” said Stephen Odell, chairman and CEO, Ford of Europe, Middle East and Africa. “A key piece of our plan was the decision to focus on retail sales and significantly reducing sales to rental fleets and, especially, short cycle sales. This shift is critical to margins, residual values and the health of the brand.”
Overall vehicle market share declined in March by 0.4%, and in the first quarter by 0.7%, primarily reflecting the decision to reduce short cycle and daily rental registrations, and limited availability of large passenger cars due to production stoppages at the doomed plant in Genk, Belgium. Normal production resumed at the plant last month after Ford reached an agreement with hourly employees on separation terms related to the proposed closure at the end of 2014.
Ford sold 267,000 vehicles in the first quarter in the traditional 19 European markets it tracks, and 323,000 vehicles across all 51 markets it operates in. Best-selling models were Fiesta, Focus, Transit, C-Max, B-Max, and Kuga. Ford remained the second brand overall for March and the first quarter (Euro 19 markets).
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By GlobalData“The reason we have been able to make this shift toward healthier retail sales is the investment in new product we have made even in the toughest times – just as we did in North America during the last recession,” Odell said. “In the past few months alone we have launched new Fiesta and ST, B-Max, Kuga and Transit Custom, giving us a very fresh showroom.”
Fiesta retail sales share in its segment rose 1.2% in March and 0.4% for the first quarter, and order take was up 8% versus the first quarter last year. Focus retail share in its segment increased by 1.6% in March and 0.4% for the first quarter. The new B-Max small multi-purpose vehicle sold 18,500 in the first quarter in the Euro 19 markets.
Ford sold 44,000 commercial vehicles in the first quarter (Euro 19 markets). Sales of the new Ranger pickup increased by 65% in the first quarter. Commercial vehicle share rose by 0.8% to 10.9% in March and 9.3% in the first quarter. Order takes are up 8% versus the first quarter 2012.
In Britain, where Ford has held car sales leadership for 36 consecutive years, retail car sales grew by 0.8% for the year to date. Ford was the best-selling vehicle brand in the UK in March and the first quarter, with sales volume up slightly and a market share of 15 % for both periods. The UK, Germany, France, Italy and Russia were Ford’s top five markets in Europe both in March and year-to-date.
“Over time, our One Ford approach of investing in product, matching production to the real demand, focusing on healthy retail sales and building our brand will transform our business in Europe,” Odell said.
