19 May 2020

UK Regional Penetration 2019 : Ford & Vauxhall


Two brands that have been old rivals in the UK were both the US owned Ford and Vauxhall. GM sold Vauxhall to PSA and has since been reducing sales by focusing on profit rather than shifting metal. Ford is still the top brand with 10.2% of the market but Vauxhall has slipped back to 6.9%. They still are competitors though.

Below are two charts that have the UK divided into regions (England) and countries. This shows how the brands fare regarding sales numbers. It also has a ratio number by which the chart is sorted. The higher the ratio, the further up the chart. The three countries each have a different colour and the England divisions are in green.

Looking at Ford first, it has two very strong regions in East England and Wales. Both have engine plants in their area so that may account for a some of that. The three southern regions of England are not happy hunting grounds for the Blue Oval, with only Yorkshire & Humberside doing worse.


Ford

Region Sales 1:1000

East England 40,715 181.2

Wales 11,584 144.5

Northern Ireland 6,115 119.5

North West England 26,289 111.6

Scotland 18,866 106.1

East Midlands 16,870 102.1

West Midlands 23,777 100.7

North East England 6,843 99.6

South West England 23,086 84.9

London 12,583 78.7

South East England 37,997 77.8

Yorkshire & Humber 14,376 76.5

Total 239,101 101.9



Vauxhall isn't particularly similar, with Scotland being where its penetration is strongest. The North East of England not far behind. Curiously, there seems a top and bottom divide between South East England and Northern Ireland. Similar brand they may be but not very much by where they sell.


Vauxhall

Region Sales 1:1000

Scotland 17,020 95.8

North East England 6,468 94.1

East Midlands 14,822 90.2

Wales 7,207 89.9

West Midlands 20,821 88.2

North West England 18,179 77.2

London 11,190 70.0

South East England 33,267 68.1

Northern Ireland 2,444 47.8

Yorkshire & Humber 8,700 46.3

East England 9,906 44.1

South West England 10,891 40.0

Total 160,915 68.6

Data source: DTI.

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