Ford Korea Regains Market Share

Seoul November 10, 2003; Bae Keun-min writing for the Korea Times reported that Ford Sales & Service Korea (Ford Korea) has been making an aggressive comeback in the competitive imported car market, selling 208 units of Ford and Lincoln models last month, surpassing the 200-unit mark for the first time since June 1997.

Ford Korea said its October sales surged 85 percent from 112 units in September and 108 percent from 100 units in October 2002.

The 208 unit sales were the second highest since March 1997 when 256 units were sold and the company is positive about setting a new record.

The total cumulative sales from January to the end of October this year was 1,335 units, up more than 37 percent from the 968 units sold in the same period last year.

Lincoln has contributed to the boost in Ford Korea's sales as 345 units of Lincoln brand vehicles were sold in the ten-month period, up 63.5 percent from the same period last year.

``Ford head office in the United States showed a great deal of interest in the sales here hitting 200 units in October," Jung Jae-hee, Ford Korea president, said. ``At the end of this year, we will introduce new models, including the Lincoln Aviator, and expand our dealership nationwide."

By model, 58 Mondeos, 53 Escape SUVs and 35 Tauruses were sold in October, along with 21 Lincoln LSs and 15 Lincoln Town Cars.

Ford Korea said the sales improvement amid the sluggish consumer sentiment is attributed to its aggressive sales strategy launched in commemoration of the firms 100th anniversary.

Ford Korea has unveiled innovative sales promotions as well as joint marketing with hotels, department stores, family restaurants and home appliance companies.

In March, Ford Korea showed its intention to make headway in the Korean market by becoming the first foreign car company here to offer courtesy cars to customers who send their vehicle in for repair.

Improvement in after-sales services, including service network expansion and 24-hour service patrol, also resulted in the sales rises, the company said.