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Ford South Africa Hits Record-High Market Share in October

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Ford Fiesta in right-hand drive

Ford Motor Company of Southern Africa posted its best-ever market share in October—16.4%—as well as a year-over-year sales increase, month-over-month sales increase, and an increase in year-to-date share.

Ford delivered a total of 7,199 vehicles in South Africa, up 8% year-over-year and up 26% from sales in September. Total new vehicle sales for South Africa totaled 48,745 units in October, a 10.1% year-over-year decline, helping bolster Ford’s year-to-date market share by 4.2%.

Ford posted a 2.6% year-over-year sales decrease in October, sliding from 22,088 units sold in October 2015 to 21,510 units delivered last month. Sales of cars totaled 3,613 units, down 13.1% year-over-year from 4,158 cars sold in October 2015; sales of trucks, SUVs, and vans totaled 17,897 units, ostensibly flat with the 17,930 vehicles sold the year prior. Sales of SUVs and crossovers were up 19%.

“We are very encouraged by the growth in our new vehicle sales, which has led to Ford achieving its highest-ever market share in October 2016,” said Neale Hill, Director of Marketing, Sales and Service for Ford Motor Company Sub-Saharan Africa Region. “While the industry continues to register double-digit declines, Ford is gaining ground in terms of market share and volumes. This is driven by our competitive and extensive product line-up, along with the resilience and dedication of our dealer network.

“Generally, it is a very challenging time for the motor industry, with the pressure being felt by consumers and the dealers alike, partly due to the uncertainty on the political front and the impact this has on the South African economy,” Hill added. “Yet our outlook remains positive, and will be bolstered by the introduction this month of the expanded, locally produced Ford Everest range, as well as the launch of our Ford Options finance plan that gives customers a wide range of choices when it comes to buying and financing a new Ford vehicle.”

Among the highlights for Ford in October was a record-breaking month for the Fiesta. Ford sold a total of 1,856 Ford Fiestas, 116 vehicles better than the previous record set in July of this year. EcoSport sales totaled 1,012 units, setting it squarely atop its segment; and Ranger sales totaled 2,964 units, making it the best-selling vehicle in all of South Africa for the month.