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.
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