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Ford market share declines in Europe


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Ford market share declines in Europe



Ford said today its market share fell 1.2 points in June to 7.8% of industry sales in its 19 primary European markets as competitors aggressively increased incentives.

In Europe, the pace of industry sales has declined for three consecutive months because government incentive programs in many countries expired and the economy remains weak. Ford said many manufacturers have responded by aggressively increasing incentives.

Ford, however, continues to pursue a strategy of offering modest discounts to avoid selling cars at a loss.

“We are not walking away from market share,” said Ingvar Sviggum, Ford’s vice president of marketing and sales. “What is more important is you build sustainable profitability.”

Ford sold 118,000 cars and trucks in June, down 17% from the same month a year ago.

However, Ford said it sold 33,300 Fiestas in June, and expects that the Fiesta will emerge as the second-best selling car for Europe both in June and for the first half of the year after all industry sales are reported.

During the first six months of the year Ford said its market share fell a half-point to 8.7% of industry sales. Ford sold a total of 716,900 cars and trucks during the first half of the year, a 3.9% decline from the first half of 2009.

Last year, total sales in Europe exceeded 15.9 million cars and trucks. This year, Ford expects European industry sales will total between 14 million and 15 million.

Despite Ford’s sales declines Sviggum said Ford has no current plans to cut production or lay off employees in Europe.

“This downturn is no surprise to us,” Sviggum said. “We are well prepared.”



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