Ford says its Fiesta brand has now reached sales of 850,000 models in Europe, two years after the latest generation model was launched.
A further Fiesta milestone has been reached this month with global Fiesta sales surpassing the one million mark. Fiesta is now available on five continents and is manufactured in five Ford production facilities around the world, including Cologne, Germany and Valencia, Spain.
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Ford maintains its position is now that it was Europe’s number two best-selling passenger car brand in September and for the first nine months of 2010. It adds it was also the number two European brand for both passenger and commercial vehicle sales in September.
The automaker notes its position is despite “continued and heavy competitive discounting,” coupled with the lowest September year-to-date industry volume across Ford’s traditional 19 European markets since 1995. It is also claiming market leadership in the UK, Denmark, Hungary, Ireland and Turkey, and to be the number one imported brand in Italy and the Czech Republic year-to-date.
Total European new car sales declined for the sixth month in September, down by 7.5% to 1,407,600 units, the lowest September level in the Euro 19 markets since 1998. Ford expects total industry sales to reach between 14.5m and 15m units in 2010, down from 15.9m last year.
“Ford remains one of the strongest players in the European auto industry,” said Ford of Europe’s vice president of marketing, sales and service Ingvar Sviggum. “Our product-led strategy in Europe is successful and we’re sticking to it.
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By GlobalData“Ford’s plan is to stay competitive and retain a strong presence in Europe despite the declining market. This is best achieved by balancing revenue, volume, market expense, and by building our overall brand reputation.”
Ford registered sales of 127,500 new vehicles – 24,600 units or 16.2% lower compared to September 2009. Market share in these markets was 9.1% for the month, 0.9 percentage points down on September 2009. Market share increased in five out of Ford’s traditional 19 European markets in September.
For September year-to-date, 1,003,600 new Ford vehicles were registered – a decrease of 93,100 units or 8.5% from last year. Year-to-date September market share in Ford’s traditional 19 European markets was 8.6%, down 0.6 percentage points on the same period in 2009.
Ford’s share increased in four of its traditional 19 European markets in the first nine months of 2010.
Ford of Europe sold 151,000 new vehicles in September across all its 51 markets, a reduction of 14.8%, or 26,100 vehicles, on the same month 2009. For the year-to-date, 1,175,600 new Ford vehicles have been registered, representing a reduction of 86,300 compared to the same period in 2009.
Ford sales were 6.9% lower compared to 2009.
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