Ford Australia Model Sales : 2011-17

Like the other US brand Holden, Ford has also closed its production operation in Australia. It was making the increasingly unloved Falcon large car, plus the aging Territory medium sized SUV. Neither were being exported beyond New Zealand and the numbers didn't stack up. Overall, the locals took Ford's departure in their stride.

Ford has been steadily losing share in recent years, as was Holden. It hasn't been as dramatic and in fact Ford is now ahead of Holden in 2018, the first time since 1997. Much of that is to do with the vehicle you see in the picture, the Ford Ranger. It captured nearly 55% of total Ford sales in 2017, an unhealthy reliance but as the Beatles said, you have to get while you can.

How Ford can spread its sales across the range more evenly will be interesting to see, but it will have to be reliant more on SUVs. Cars aren't going to be part of Ford's future to any major degree. The only car doing well is the Mustang. Market share has fallen from 9.0% to 6.6% in 2017. For the first half of 2018, it was 6.0% so the challenge of retaining its position in the market is still a pressing issue.

	Ford
	Model/Year	2017	2016	2015	2014	2013	2012	2011
	Ranger	42,728	36,934	29,185	26,619	21,752	18,097	15,586
	Mustang	9,165	6,208	121
	Focus	5,953	6,783	7,112	15,116	19,180	18,586	12,863
	Escape/Kuga	5,247	4,432	4,344	5,874	3,915	2,046	2,512
	Everest	4,607	3,614	1,245
	Mondeo	2,959	3,122	2,120	3,051	3,089	5,203	6,626
	Territory	1,764	6,928	8,902	9,828	14,261	14,646	13,866
	Fiesta	1,550	2,722	4,526	6,530	8,262	10,413	12,286
	Transit Cust	1,533	1,205	1,059	477
	Ecosport	1,364	1,819	2,453	2,200	128
	Transit	1,009	836	795	874	1,360	1,648	1,949
	Falcon	210	4,434	5,938	6,349	10,610	14,036	18,741
	Falcon Ute	72	2,170	2,654	2,785	4,679	5,733	6,814
	Total	78,161	81,207	70,454	79,703	87,236	90,408	91,243
	Percent	6.6%	6.9%	6.1%	7.2%	7.7%	8.1%	9.0%