Ford Sees SUV Sales, Interest in Europe Rise Among Three Major Groups
Ford has seen immense growth in the sales of its SUVs in Europe over the last decade, and a recently conducted survey reveals that this growth can be attributed to three key groups.
Having grown SUV sales four times from their 2005 numbers, Ford cites Millennials, mothers with young children, and “Quintastics”—50-somethings who lead active lifestyles—as the leading groups for growth. According to a survey of 5,000 people across France, Germany, Italy, Spain, and the United Kingdom who plan on buying a vehicle sometime in the next year, approximately one in three “Modern Mums,” one in four Millennials, and one in five “Quintastics” are leaning toward SUVs for their next new vehicle purchases.
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“SUVs have grown from a tiny niche in Europe to one of the most significant automotive trends of the past decade,” said Roelant de Waard, vice president, Marketing, Sales & Service, Ford of Europe. “Every time someone predicts SUV sales will cool down, they are proven wrong. That’s because SUVs have widespread appeal with men and woman, young, and older people.”
Other revelations stemming from the survey include 82% of respondents saying that the importance of keeping family save has become a bigger priority, and 52% saying that safety is a quality most closely associated with SUVs. “Modern Mums” largely associate SUVs with superior performance in adverse weather conditions; Millennials tend to associate SUVs with power, sexiness, and being seen; and “Qunitastics” associate SUVs with high seating, traveling wherever they please, and supporting an active lifestyle.
“For all kinds of people the SUV works because it offers a one-stop solution, just like a smartphone that also can be a camera, media player, and torch. An SUV can offer a capable approach to weekend adventures and a stylish and practical school-run option, with great visibility when pulling up to the curb,” de Waard said.
SUV sales in Europe have risen from 6% of all total car sales in 2005 to 23% of total car sales in 2015, and Ford anticipates that that growth will only increase exponentially in the years to come.
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