07 September 2011

Ford Sales UK: 1980-2010


Below is a list showing how Ford has slid in the last three decades on the UK sales charts. Ford has been the number one brand all that time, but is now fighting a rearguard action to maintain it. All the figures are rounded with three zeros. The first column is the year, 2nd - Ford's total UK sales and UK market share, 3rd - top Ford model that year preceded by position achieved, followed by sales, 4th - second Ford model that year preceded by position achieved, followed by sales.

Year Ford Share



1980 465,000 30.7% 1 Cortina 190,000
2 Escort 122,000
1985 486,000 26.5% 1 Escort 157,000
3 Fiesta 124,000
1990 507,000 25.3% 1 Fiesta 151,000
2 Escort 142,000
1995 411,000 21.1% 1 Escort 138,000
2 Fiesta 130,000
2000 374,000 16.8% 1 Focus 115,000
3 Fiesta 92,000
2005 348,000 14.2% 1 Focus 145,000
5 Fiesta 84,000
2010 280,000 13.8% 1 Fiesta 103,000
4 Focus 78,000


Ford's share is down each period. The market has gone that way over the years, with car buying choice diversifying. However, it does reflect Ford has lost dominance and Vauxhall in particular has been closing in. Does Ford have the product and marketing savvy to fight off other brands? I think it has the former, but regarding the latter, I cannot say.

1 comment:

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