Ford achieves highest-ever market share in South Africa


Ford Motor Company of Southern Africa (FMCSA) ended 2014 on an exceptionally positive note, recording it’s highest-ever market share in South Africa at 14.4% for December 2014.

According to the National Association of Automobile Manufacturers of South Africa (NAAMSA), domestic new vehicle sales climbed by 10.7% to 51 461 units compared to December 2013. The new passenger car segment reflected a year-on-year improvement of 9.3% for the month, while the light commercial vehicle (LCV) market volume increased by 14.7%.

Ford's domestic vehicle sales reached 6 654 units for December, 815 units or 13.95% - higher than the corresponding month in 2013.

In overall terms FMCSA's final sales tally for 2014 reached 70 878, a substantial 20.9% higher than the previous year - a remarkable achievement considering the overall market faced a 0.7% year-on-year decline.

FMCSA's final market share for the full calendar year was equally encouraging. At 12.4% it was the company's best-ever result, built on the back of an entire year of double-digit share.

The Ford Ranger - which was the country's top-selling vehicle in November 2014 - notched up its third consecutive month with sales exceeding 3 000 units. A total of 3 003 units were sold in December. It is also the second-highest selling name-plate in the dealer channel.

The Figo claimed its third-best month of the year on 1 411 units, while strong demand continued for several of Ford's other key models, particularly the EcoSport which retains its status as SA's top-selling compact SUV.

"Last year was an exceptional year for Ford Motor Company in South Africa, as all the work we've put into producing desirable cars that offer exceptional performance, value, safety and fuel economy has paid off," says Gerald Hong, Manager Sales Planning and Field Services, FMCSA.

"We continue to experience unprecedented demand for several of our models, such as the popular Figo, EcoSport and of course, our star model, the locally produced Ford Ranger. This is validated by the fact that we've managed to grow significantly in a market that actually declined in 2014," Hong states.

The positive trend is set to continue in 2015 as Ford prepares to launch an exciting range of new products, spearheaded by the new Fusion which arrives later this month.

FMCSA's positive results on the domestic front were echoed in terms of exports too. While the local motor industry's total export volumes for 2014 increased by a mere 0.2% overall compared to last year, continued strong demand for the Ranger saw FMCSA's exports climb by a massive 30.2% year-on-year.