Ford posted a 28 per cent increase in its 2010 vehicle sales across GCC markets versus 2009, buoyed by strong consumer confidence and increased preference towards Ford and Lincoln products. The company expects this trend to continue in 2011 with continued growth in its regional market share, thanks to its dramatically refreshed and segment-leading products as well as dealer investments in growing the Ford business across the region.
Similarly, in the US, Ford posted a strong 1.935 million full-year sales in 2010, up by 19 percent over 2009, marking the largest increase of any full-line manufacturer. Market share increased for the second year in a row – the company’s first back-to-back increase since 1993, a success largely accredited to a wave of new fuel-efficient, high quality models. Ford posted the industry's highest growth rate in market share with a full percentage point, for the second consecutive year.
“These results show the tremendous headway Ford has made in terms of increasing its market share both regionally and globally,” said Larry Prein, Ford Middle East's managing director. “But most of all they illustrate the outstanding response from consumers towards our latest products - which have been recognised for their leadership in quality, safety, technology and fuel efficiency.
“We now have a balanced and completely refreshed line of high-quality products across the Ford and Lincoln brands, giving us a solid foundation for continued growth in 2011,” Prein continued. “Consideration for Ford is increasing beyond our traditional areas of strength – signaling that the seeds of growth already have taken hold, and this is further proof that we continue to deliver the products that our customers are looking for.”
Ford Scores Highest in Owner Loyalty and Retention Studies
Ford Motor Company's latest achievement came in last week when it took top honors in the 15th annual Polk Automotive Loyalty Awards, presented at the Automotive News World Congress in Detroit. Ford received awards in several categories, including: Overall Loyalty to Manufacturer; Overall Loyalty to Make; and Mid/Full-Size Pickup for its F-Series truck lineup, a repeat winner in the category. This year marks the first time Ford has won the Overall Loyalty to Manufacturer category since 1999, with a loyalty percentage of 61.8.Additionally, Ford retained 62 per cent of its owners in a recent J.D. Power and Associates 2010 Customer Retention StudySMleading the automotive industry (tied with Honda). The study measures retention rates of current customers and determines loyalty factors. According to the study, customers cite fun to drive as a top reason to remain loyal to their brand, compared to expected resale value as in the past.
Regional Sales Information
Passenger vehicles led sales growth for Ford in the GCC, with a growth of 40 per cent led by Taurus, Fusion and Focus. Trucks and SUVs also saw an upswing, showing an increase of 17 per cent over last year, with Explorer, Expedition and Edge taking the lead.
“It is evident that Ford in the region is reaping the benefits of our global One Ford plan,” said Hussein Murad, Ford Middle East’s regional director for Sales. “But this couldn't have been achieved without the continued support of our dealers who have made tremendous contributions in growing our customer base by investing in network expansions as well as aggressive customer satisfaction initiatives."
New models which have proved popular in the GCC market include the recently launched Ford Taurus, with sales up three-folds over 2009. Lincoln MKS sales registered a 76 per cent growth, while Ford Fusion sales increased by 64 per cent and Ford Explorer sales rose by 59 per cent. Ford Expedition saw a jump of 36 per cent over 2009, while F-150 and Flex recorded a 24 and 18 per cent increase respectively.
In Saudi Arabia, Ford enjoyed a healthy 46 per cent increase in sales for 2010 over 2009. Passenger cars led the surge with 56 per cent sales followed by trucks and SUVs, higher by 39 per cent.
Ford’s sales in UAE posted a seven per cent growth, with passenger cars registering a 14 per cent increase followed by a three per cent up-tick for trucks and SUVs.
In Kuwait, trucks and SUVs continued to be popular with sales rising ten per cent while Taurus and Fusion led the passenger car segment with their sales seeing a 183 per cent and 39 per cent boost over 2009 respectively.