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Ford Sales Remain Upbeat Despite New Car Market Sales

PRETORIA, South Africa, 4 October, 2016 – With the new vehicle market continuing to be defined by double-digit declines across most segments, Ford Motor Company of Southern Africa (FMCSA) remained on the positive side of the spectrum once again in September 2016.

  • Ford’s year-to-date share climbs to 14.4%, up 2.1% compared to 2015
  • Strong for Fiesta and  Focus in 2016 contribute to 13.4% share for September
  • Ranger up 5.7% month-over-month, exports total 5 494 units

Despite the generally bleak outlook for total industry sales, Ford saw its year-to-date share climb to 14.4% at the close of the September sales, representing a 2.1% gain compared to the first nine months of 2015. The overall share for the month was 13.4%.

“We have seen a steady decline in the new vehicle market, and September was particularly hard hit in both the passenger car the light commercial vehicle segments,” said Gerhard Herselman, General Manager: Sales and for Ford Motor Company of Southern Africa.

“Although this trend is likely to continue in the months ahead, we are buoyed by the fact that Ford’s monthly and year-over-year share continues to grow, driven by consistently strong demand for several of our key models.

“We expect this to continue for the remainder of the year, inspired by our expanded Ranger line-up, and the commencement of local production in October of the Ford Everest with a broader model range including six new and more affordable derivatives,” Herselman added.

Ford Ranger driving in the sand

Ford Commercial vehicles

As one of the consistent top-sellers in the light commercial vehicle segment (LCV), the Ford Ranger attracted 2 437 new customers in September, up 5.7% relative to the previous month.

On the export front, a total of 5 494 Rangers were shipped to markets in Europe, the Middle East and Africa. This was the second-highest export volume for Ranger this year, following the record-breaking 8 548 units achieved in August.


*According to the National Association of Automobile Manufacturers of South Africa (NAAMSA), September 2016 aggregate new vehicle sales at 47 399 units registered decline of 7 904 vehicles or a fall of 14.3% compared to the 55 303 vehicles sold in September last year.

The new car market, at 31 957 units, reflected a decline of 5 386 cars or a fall of 14.4% compared to the 37 325 new cars sold in September 2015. This was again despite a strong contribution by the car rental industry which had accounted for 19.9% of new cars sold during the month.

Domestic sales of new light commercial vehicles, bakkies and mini buses at 12 879 units during September 2016 had also turned sharply weaker, reflecting a decline of 2 243 units, some 14.8% lower than the 15 122 units sold during the corresponding month last year.

Passenger cars

Ford enjoyed another strong showing amongst its passenger car contenders, with the Fiesta securing its third highest sales for the year on 1 190 units, up 11.3% from the previous month.

The Focus also achieved its fourth-best sales for 2016, with the 356 units sold representing a 9.5% month-over-month increase – no doubt given an added dash of flair and interest with the arrival of the exhilarating new four-wheel drive 257kW Focus RS.

The ever-green EcoSport notched up yet another segment-leading month on 987 units.

*Includes Associated Motor Holdings (AMH) and Amalgamated Automobile Distributors (AAD).

Tristan Wiggill
Special Features Editor at Business Fleet Africa