Fiesta volumes are way up!
Wayne Gerdes – CleanMPG
– May 12, 2009
European’s are forgoing the Civic, Jazz, Corolla and Yaris to own and drive the all-new Fiesta.
Cologne, Germany -- Ford continued to increase its European market share last month, both for the month of April and year-to-date, further cementing its position as the No.2 best-selling car brand in Europe behind VW.
With 120,000 vehicles sold, Ford's total vehicle market share in April rose by 0.9 percentage points to 9.0 per cent. April year-to-date share was 9.3 per cent, up from 8.7 per cent in the same period last year.
The industry overall declined by 16.5 per cent in April (19 main European markets). In contrast, Ford sales decreased by only 7.4 per cent, with 9,600 fewer units sold than in April 2008.
The Fiesta’s success in perspective
The EU automobile marketplace is similar in size to the US and the Fiesta has already sold 151,000 units in the first four months of 2009. This would top the charts of all vehicles from ANY
manufacturer including trucks in the US at its present sales rate.
Another astounding metric. If you added up Ford’s entire domestic production of cars which includes the Focus, Fusion, Mustang, Taurus and Crown Vic, the European Fiesta all by itself is ahead by over 20,000 vehicles.
On the US tuck side, if you add up all the Ranger, F-Series, Van’s and Heavy trucks for 2009, the total is only 5,000 units ahead of the European Ford Fiesta all by itself in total sales.
Conclusion? Ford needs this vehicle over here now
A key driver for Ford of Europe's success relative to the overall market performance has been the performance of its new small cars, the Fiesta and Ka:
- In April alone, 43,000 new Fiestas were sold.
- Since the start of the year, more than 151,000 new Fiestas have been delivered to customers.
- Since the car was first introduced last Autumn, almost 213,000 have been registered.
- The all-new model is the fastest-selling Fiesta ever, and Ford of Europe's best-selling model in April and year-to-date.
- Only a few weeks after market introduction, the Ford Ka sold 9,100 units in April and 32,100 units year-to-date. This was Ka's best-selling April since 2002 and the best-selling year-to-date performance since 2004.
"We are pleased to see our market share continue to grow both in April and in the year-to-date, largely driven by strong demand for our Ka, Fiesta and Focus models," said Ingvar Sviggum, vice-president marketing, sales and service, Ford of Europe.
"Ford is consolidating its position as the No.2 best-selling car brand in Europe. It's clear that more and more customers are changing to Ford because of our extremely strong product portfolio, including the new Fiesta which – despite the weakness in the overall European new car market – is our fastest-selling Fiesta ever."
"Our improving trend makes me cautiously optimistic that our sales will be enhanced further once the newly-announced scrappage initiative in the UK gets fully underway in the coming months," said Mr. Sviggum.
Europe - April performance
The three best-selling Ford models in the 19 main European markets in April were the new Fiesta (43,000), the Focus (24,000), the Mondeo (9,400) and the new Ka (9,100).
The company's leading market in April was Britain, selling 28,300 new vehicles. Although sales were down by 4,200 units from the same month in 2008, the market share rose to a market-leading 18.7 per cent, up 3.1 percentage points compared to April last year. The Focus was Britain's best-selling car in April, ahead of the Fiesta, which showed a sales surge of more than 37 per cent versus April last year.
The industry in Germany was up 14 per cent in April versus the same month in 2008, driven again by the government's scrappage scheme. Ford outperformed the market by selling 27,700 vehicles, up by 19.6 per cent or 4,500 units. This resulted in a market share of 7.4 per cent for the blue oval, an improvement of 0.7 percentage points over the same period last year.
Ford also performed strongly in Italy. April sales rose 4,600 units or 28.7 per cent to 20,800, lifting market share by 3.0 percentage points versus April 2008, and achieving a double-digit result of 10 per cent. Ford remained Italy's leading import brand and the Fiesta was the best-selling imported car.
In France, Ford's total vehicle share for April was 5.9 per cent, up 0.7 percentage points from April 2008 and the highest monthly share since January 2000.
Across all of its 51 European markets, Ford sold 137,100 vehicles in April 2009, down 15 per cent or 24,100, when compared to the same month last year.
Europe - Year-to-date performance
In the first four months of 2009, Ford of Europe sold 471,700 vehicles in its main 19 markets, a reduction of 79,200 vehicles or 14.4 percentage points over the same period in 2008. This compares to an overall industry decline of 18.3 per cent. Ford's market share soared by 0.6 percentage points to 9.3 per cent.
Year-to-date April, Ford of Europe sold 541,600 vehicles in its 51 markets, a reduction of 121,500 or 18.3 percentage points versus the first four months of 2008.