Ford Grows UK Market Share Again In March

BRENTWOOD, UNITED KINGDOM – April 6, 2009: Strong consumer demand for Ford's exciting new product line-up helped to increase the blue oval brand's market share during March's changeover to the "09" plate. This continues a positive trend for Ford's UK share in exceptionally challenging market conditions.

March 2009 highlights:
Ford's share of the retail (non-fleet) car market increased by 1.2 percentage points, compared with March 2008, to 15.5 per cent. Ford's growing popularity among private buyers drove total car share to 16.7 per cent (from 15.0 per cent in March 2008). Ford Fiesta was the UK's best seller for the fifth consecutive month – more Fiestas were sold last month than in March last year, despite the much weaker market. Ford Transit drove forward Ford's medium commercial share to 34.3 per cent, up 4.4 percentage points from March 2008.

First quarter 2009 highlights:
Total vehicle share of 18.1 per cent, a 1.4 percentage points increase compared with the first quarter 2008. Ford's car share grew 1.9 points to 17.2 per cent. Ford's share of retail (non-fleet) car market rose by 1.7 points to 15.5 per cent. Ford Fiesta and Ford Focus occupy the first and second positions among the UK's best selling cars. Ford medium commercial share is up 1.5 percentage points to 32.3 per cent.

Ford's improved market share:
Nigel Sharp, Ford of Britain managing director, said: "These improvements in Ford's relative position are based on product strengths. Ford has one of the freshest and most exciting car ranges in its history, following the introductions in 2008 of the new Ford Focus, Kuga, Fiesta and Ka. Ford's commercial vehicle market share, at 28.8 per cent, is at its highest level since November 2000."

Ford Focus has been the UK's best seller every year since its 1998 debut and the new Ford Fiesta, already the favourite among retail, or private, buyers, is now occupying the top spot. Ford's strength in small cars has been enhanced further by the introduction of the new Ford Ka while the exciting new Ford Focus RS has already racked up 2,000 orders.

Nigel Sharp continued: "Ford's model range provides value, fuel efficiency and style, which continues to attract customers, even in these difficult times. Increasing retail sales are an important indicator that proves Ford has the right product mix at the right time."

Difficult market conditions:
The first quarter of 2009 has seen total sales in the UK car market decrease by 202,991 units – a reduction of 29.7 per cent.

In this seriously constrained market, Ford's increased share of car sales has nevertheless seen volume dip by 22,207 cars or 21.2 per cent – significantly less than the overall market drop.

Conditions in the commercial vehicle market have been even more severe, sales having dropped by 46,318 units in the first quarter of 2009, a reduction of 43.6 per cent, while Ford total CV sales have dropped by 11,515 units or 42.7 per cent.

Despite this combination of adverse market factors, Ford's popularity has continued to increase among private buyers of all vehicles types in the first quarter of 2009. For example, helped by the two-wheel-drive version of the diesel Ford Kuga, which emits less than 160g of CO2 per kilometer, 2,667 Kugas have been sold, with 69 per cent of these being retail sales. The Ford Fiesta has helped Ford to achieve strong car share gains in the first three tough months of 2009. In the first quarter of 2009, a total of 32,747 Fiesta models were sold an increase of 3,015 compared with the same period in 2008.

Nigel Sharp commented: "Ford's increasing share of retail sales reflects the strong showroom appeal of our model range. This has helped to boost the quality of our business at a time when it is most needed."