Positive run continues for Ford

2016-12-08 06:01
The Ford Ranger. Photo: supplied

The Ford Ranger. Photo: supplied

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WHILE new vehicle sales remain on a downward slope, Ford Motor Company of Southern Africa (FMCSA) continues to defy the general industry trend and notched up a fresh set of all-time sales records during November 2016.

After securing its best-ever market share of 16.4% during October, Ford went one better in November and ended with an all-new record share of 17.3%. This was driven by its year-on-year sales climbing by 6% compared to last year, with a final tally of 7 245 vehicles for November – thus entrenching its status as the second-best selling brand in the country.

The Ranger was once again Ford’s star attraction in November, topping the light commercial vehicle segment and the industry overall for the second consecutive month – and by a significant margin over its nearest LCV competitor.

“We are absolutely overjoyed about our sales performance for November, with Ford achieving an all-time share record, our highest sales volume in two years and the best-ever results for the Ranger,” said Neale Hill, Director of Marketing, Sales and Service for Ford Motor Company Sub-Saharan Africa Region

“The market was down 9.6% year-over-year, so for Ford to consistently buck the trend in a declining economy is humbling and reflects the way the market in general is reacting to the new range of Ford products and the exceptional performance, technology and value proposition we offer.

“With the Ranger setting another all-time record of 3 680 units in November, it proves the response to this vehicle has been superb. What we’re seeing coming through very strongly is the new 2.2 TDCi Automatic derivatives that are rapidly gaining traction in the market,” Hill added. “We’re also encouraged by the performance of the Everest range, with November being the first month of sales for the extended range which is now proudly assembled in South Africa.”

“We have also had great feedback from customers and dealers alike regarding our new Ford Options vehicle financing plan which was launched in November. We expect this to gain strong momentum in the coming months.”

Following a record-breaking month in October, the Fiesta continued its strong performance and recorded 1 130 sales in November. This contributed to a substantial 19% climb in year-to-date volumes compared to last year.

The Focus has followed a similar trend, with the 331 units retailed in November leading to its volumes growing by 15% on an annualised basis.

Ford’s top-selling EcoSport retained its unrivalled status as king of the compact sport utility segment, attaining 908 units for the month.

Notably, the Everest range, which has grown from two to eight models with the launch of the new 2.2 TDCi derivatives, a selection of 4x4 and 4x2 models as well as the high-value XLS models, also gained significant ground. November sales reached the highest figure yet for the year on 359 units.

Commercial vehicles

The Ford Ranger notched up its second consecutive month as South Africa’s top-selling vehicle, and as the leader of the highly competitive LCV segment.

The 3 680 Rangers sold in November represents a new record for Ford’s trend-setting pick-up, ending the month 1 188 units ahead of the nearest competitor. A total of 5 776 Rangers were exported from Ford’s Silverton Assembly Plant to markets in Europe, the Middle East and Africa, reaffirming the sustained high demand for this crucial model. - Supplied.

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