Ford’s sales in Europe in the first half of 2012 dropped 10%, the weakest demand since 1994.
In June sales saw a 16.1% decrease and from January to June Ford sold 617,600 vehicles in 19 European markets. Despite the sales decrease, high unemployment, the low consumer confidence and the debt crisis, Ford is still Europe’s second-best selling brand.
“The economic environment remains very difficult, obviously, and we are balancing the need to be price competitive, while remaining committed to improving net pricing, building brand strength and protecting residual values,” said Roelant de Waard, vice president of marketing, sales and services of Ford of Europe.
Ford isn’t the only car maker to post lower auto sales for the first half of 2012. Volkswagen’s sales dropped 5.7% in Europe, although global sales increased 8.9%. GM declared increased sales in Europe by 10.9% but its market share hit only 1.24%. Fiat’s sales were down 16.6% to 376,000 vehicles. The Organization for Economic Cooperation and Development announced that July will see a continued economic slowdown in the European region.
Ford already expects big losses in Europe in the second half of the year, but the automaker will still post an overall profit. Ford hopes that its new B-Max, Fiesta and Transit Custom will bring European sales back on track in 2013