Ford Maintains Growth Despite Market Challenges

APRIL 6, 2016

Ford Motor Company of Southern Africa (FMCSA) remains a brand on the move, consistently growing its local sales and export volumes while the overall market comes under increasing pressure. Ford sold a total of 6 807 vehicles and exported a record 5 086 Rangers in March 2016, its highest figures yet for the year.

*This is in stark contrast to the prevailing market trends which, according to the figures released by the National Association of Automobile Manufacturers of South Africa (NAAMSA), saw the aggregate new vehicle sales in March 2016 fall by 14% to 47 631 units compared to March last year. Similarly, total export volumes dropped by 18.5% to 27 714 units for the month.

“Customers in South Africa continue to want the utility, flexibility and performance of the Ford Ranger, and the utility offered by our entire SUV ranger.  Despite market headwinds, the attributes of the entire Ford line-up continue to appeal to consumers.  At Ford South Africa, we are committed to continuing to bring vehicles and technologies that our customers want and value.  Stay tuned for some important news about a new vehicle tomorrow,” says Neale Hill, Ford Motor Company of Southern Africa Director of Marketing, Sales and Service.

“Ford secured its highest overall sales for the year,” Hill states. “We’re also delighted that Ford was once again the second best-selling brand overall and through the dealer channel, signalling strong consumer confidence and the sustainability of our dealer network.”

The new Ranger topped the 3 000 sales mark once again,  as the latest model makes further inroads into the competitive light commercial vehicle segment. Demand continues growing from Ford’s export markets too, with an export volume of 5 086 units for the Ranger.

Ford’s Figo had a superb month, notching up 1 180 sales and the Fiesta with 676 up 55% year-to-date. The EcoSport compact SUV maintained its segment leadership with 902 units sold in March.

The new car market continued to experience pressure and, at 30 702 units, registered a fall of 13.4% compared to the 35 468 new cars sold in March last year. Domestic sales of new light commercial vehicles, pick-ups and mini buses, at 14 507 units, dropped by 14.0%.

Volumes were clearly also affected by the Easter holidays in March, resulting in fewer selling days, but the trend remains negative in terms of the overall market for the remainder of the year. Despite the market weakening, FMCSA increased its year-to-date market share by 15.8% versus the same time last year.