Ford plans to intensify its new model programmes and marketing campaigns in Asia-Pacific as its targets a much larger share of regional sales than 2.4% last year.
In its presentation to investors in New York this week, Ford acknowledged that its share of regional sales is unacceptably low, especially when compared with its close rivals General Motors and Volkswagen.
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Ford aims to increase its global sales to eight million units per year by 2020, compared with 5.3m units in 2010, of which more than one third would be generated in Asia and Africa.
This means that sales in these regions would need to almost triple from the 838,000 units it sold last year, with China and India key to its growth strategy.
In India, Ford more than doubled its sales to 83,000 vehicles last year, split between three models. Its market share expanded to 3%, helped by its new Figo small car. The company plans to increase the number of locally-made model lines in this market to eight by 2015. There are also reports circulating in India that it could add another plant in the country.
Ford sold 582,467 vehicles in China in 2010 for a market share of 2.7%, split between five models. By contrast, General Motors’ share of this market was a 14%. Ford plans to add ten new cars to its model line-up by the middle of the decade to increase its presence in the market.
Tony Pugliese
See also: US: Ford expects 50% increase to sales by 2015
