NAAMSA COMMENT – 2 MAR 16

NAAMSA COMMENT – 2 MAR 16

Best-ever February Sales for Ford in 2016

  • Ford sales of 6 710 units contribute to 10% increase year-to-date, market share at 15.6%
  • Ford second best-selling brand in South Africa
  • Ranger is best-selling vehicle in South Africa,  sales climb 18% compared to January 2016
  • Mustang tops the sports car segment in its first retail month

PRETORIA, South Africa, 2 March 2016 – The formidable new product portfolio established by Ford Motor Company of Southern Africa (FMCSA) has helped it achieve its best February sales to date, with a total of 6 710 vehicles sold in February 2016.

With a market share of 15.6% for the month, this volume represents a 2.9% increase on the total for January 2016 and a 5.5% climb relative to February last year. Year-to-date sales are up 10% compared to the first two months of 2015.

*According to the figures released by the National Association of Automobile Manufacturers of South Africa (NAAMSA), aggregate new vehicle sales at 48 149 units registered a decline of 8.1% compared to February 2015. At 32 826 units, the new car market fell by 6.1% year-on-year, while domestic sales of light commercial vehicles, at 13 161 units, dropped by 13.1%.

Overall, out of the total reported industry sales of 48 149 vehicles, 80.6% represented dealer sales, 12.1% were sales to the vehicle rental industry, 4.2% to corporate fleets and 3.1% to government.

“We have worked hard to refresh and renew the Ford product range over the past couple of years, and this is clearly paying dividends as evidenced by our triumph as second best-selling brand in South Africa as well as our continued sales growth in what is an extremely competitive and constrained market,” says Neale Hill, Ford Motor Company of Southern Africa Director of Marketing, Sales and Service.

“The new Ranger continues reinforcing our ‘Built Ford Tough’ reputation in the crucial light commercial vehicle segment, coming out as the best-selling vehicle in South Africa for February 2016.”

Local production is geared up to meet the strong demand of the Ford Ranger, with 2 770 vehicles sold locally in February, 18% up on the preceding month. Notably, a total of 5 066 Rangers were exported to markets in Europe and Africa – the fourth-largest monthly volume on record since the start of the export programme for the Ranger, which is assembled at Ford’s Silverton Assembly Plant in Pretoria and supplied to more than 148 markets.

The EcoSport dominated the compact SUV sector in its first full sales month in August 2013, and has retained that status ever since. A total of 1 003 units were sold in February 2016, giving it 31 consecutive months of segment leadership. “The unrivalled success of the EcoSport confirms the need for a compact vehicle that offers exceptional versatility and value for money.”

“On the opposite end of the spectrum, we’re delighted to see the Mustang finally rolling off dealer floors and achieving segment leadership as customers receive their cars in its first sales month,” Hill adds. “Interest in the Mustang remains at an all-time high, and it is a fantastic image-builder for Ford.”

The Ford Performance brand will receive another exciting new addition when the highly anticipated four-wheel drive Focus RS is launched later this year.

 

*Includes Associated Motor Holdings (AMH) and Amalgamated Automobile Distributors (AAD).

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