The Blue Oval brand kept its growth rhythm in Europe and reported a hefty jump in sales last month, due to a strong demand for its SUVs and large cars.
Ford said it sold 91, 700 vehicles in February in its 20 traditional European markets, up 18 percent over last year and the company’s best February sales since 2010, while its market share increased by 0.3 percentage points to 7.5 percent last month. Across all of its 50 European markets, the company reported 104,500 units in deliveries, a 17 percent raise vs an industry growth of only 10 percent. “We are growing and gaining market share with our fresh cars, SUVs and commercial vehicles, and – unlike much of the industry – we are pulling back from rental car sales and dealer self-registrations that can erode brand value and residuals,” said Roelant de Waard, vice president, Marketing, Sales and Service, Ford of Europe. Jim Farley, president of Ford of Europe, said at the Geneva Auto Show that the automaker would not allow its European dealers to self-register cars any more, as it seeked to increase its profit in the region. According to Farley, Ford has its share of dealer self-registered sales in Europe to 4 percent, compared with its overall 8 percent share.
Ford’s drive to increase its SUV sales continued in February, with the EcoSport compact SUV and Kuga midsize SUV sales increasing by more than one-third. Due to the growing demand in the segment and with the launch of the new Edge large SUV in the first half of 2016, Ford expects its SUV sales to grow by about 30 percent in 2016 compared with 2015, and to break the 200,000 sales barrier for the first time ever in Europe. With total vehicle sales of 188,700 vehicles in its 20 traditional European markets, it was the best combined January/February period since 2010, marking a 13 percent increase compared with the first two months of 2015. Across all of its 50 regional markets, Ford sold a total of 209,800 models, up 12.5 percent.