Ford's February Sales in Europe Jump 18% on SUV Demand
Ford delivered 91,700 vehicles in its 20 main European markets last month, driven by strong demand for SUVs and commercial models, as market share edged up.
Ford reported an 18% increase in sales across its 20 traditional European markets in February, delivering 91,700 vehicles. This performance marks the company’s strongest February in the region since 2010, driven by continued demand for its SUVs and larger models. Ford’s market share in these core markets rose to 7.5%, a gain of 0.3 percentage points compared with the same month last year.
Ford’s February Sales Surge in Europe
Across all 50 European markets in which Ford operates, total deliveries reached 104,500 units, an increase of 17% compared to February 2015. This growth rate outpaced the wider European automotive industry, which expanded by 10% during the same period. The company’s February results represent a significant achievement, reflecting both product strength and a refined sales approach.
SUVs and Commercial Vehicles Drive Growth
Ford’s recent growth has been fuelled by strong demand for its SUV line-up. Sales of the EcoSport compact SUV and the Kuga midsize SUV increased by more than a third compared with the previous year. The company anticipates further momentum in the segment with the launch of the new Edge large SUV in the first half of 2016. Ford expects its SUV sales in Europe to grow by about 30% in 2016 compared with 2015, and for the segment to surpass 200,000 units for the first time in the region.
Commercial vehicles also contributed to the positive results. Ford has continued to refresh its van and light commercial range, which has supported its position in both the retail and fleet markets. The company’s strategy of focusing on higher-margin retail and fleet sales, rather than prioritising volume through rental channels or self-registrations, is aimed at strengthening brand value and improving residual values for its vehicles.
Market Strategy: Reducing Self-Registrations
Ford has implemented measures to restrict dealer self-registrations, which had previously accounted for around 8% of its European sales. By early 2016, this figure had been reduced to 4%. This move is part of a broader strategy to prioritise profitability over short-term sales volume. Ford executives have stated that this approach is intended to support both the brand’s image and the long-term financial health of its dealer network.
The company is also pulling back from rental car sales, which can erode brand value and residuals over time. By focusing on retail customers and businesses, Ford aims to maintain a stronger market position and ensure that its vehicles retain value for owners and dealers alike.
Strong Start to 2016 and Outlook
Ford’s February sales in its 20 main European markets were the highest since 2010. Combined sales for January and February in these core markets reached 188,700 vehicles, a 13% increase on the same period in 2015. Across all 50 regional markets, Ford sold a total of 209,800 models in the first two months of 2016, up 12.5%.
Looking ahead, Ford expects demand for SUVs to remain strong, especially with the introduction of new models like the Edge. The company forecasts that its SUV sales will break the 200,000-unit barrier in Europe for the first time during 2016. This growth is expected to reinforce Ford’s competitive position in a segment that continues to expand across the continent.
Comparison: Ford’s Growth Versus Industry
| Ford | Industry | |
|---|---|---|
| Sales growth in 20 main markets | 18% | 10% |
| Total vehicles delivered (all markets) | 104,500 | N/A |
| Market share in core markets | 7.5% | +0.3 percentage points |
| SUV sales increase | Over 33% | N/A |
Summary
Ford’s strong sales performance in February 2016 highlights the effectiveness of its strategy in Europe. By focusing on popular SUVs, refreshing its commercial vehicle range, and reducing reliance on short-term sales tactics, the company has managed to grow faster than the overall market. With further new models on the way and expectations of continued SUV demand, Ford is positioning itself for sustained growth in the European automotive sector.
