Ford won't discount cars in order to reverse sales slump

Ford is prepared to lose market share in order to remain profitable in Europe, as it braces itself for a slump in sales following the ending of most scrappage schemes.

For the 10 months before April 2010 Ford enjoyed consecutive year-on-year sales gains.

Since then its sales have fallen - they were down 17 per cent in its main 19 European markets in April, and 14 per cent in May.

Ford of Europe CEO John Fleming ruled out heavily discounting cars in reaction to teh sales drop, telling Automotive News Europe: "We can't give up on total market share, but we want to try and find the right balance so we can remain profitable this year and not dilute the brand."

Ford's market share in its main 19 European markets in May was 8.2 per cent, 0.7 per cent down on May 2009.

Despite its volume decline, Ford remains Europe's second best-selling passenger car brand, behind just Volkswagen.

See all the latest Ford reviews, news and video


Join the debate


23 June 2010

I see where they're going - one Focus sold at list price makes as much profit as twenty sold at their real value. Keep Ford's currently appalling list prices that are way beyond VW and other "near premium" manufacturers and just sell to people who are too old, too stupid, or don't care.

23 June 2010

So the sales fall is nothing to do with the various price rises that they've put through over the last 12 months then? Fair play to Ford for wanting to make a profit but at least be honest about it.

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Car review
    23 September 2016
    Aston kicks off its ‘second century plan’ with an all-new turbo V12 grand tourer
  • Ford Ka+ 1.2 Ti-VCT 85
    First Drive
    22 September 2016
    A rounded, refined and well-sorted bargain supermini – once you’re used to the confusing role redefinition imposed on the once-cheeky Ka
  •  Maserati Ghibli Diesel
    First Drive
    22 September 2016
    Maserati releases another range of updates for its range best seller, the Ghibli. We've driven the diesel version, but there's little improvement on before
  • Tipo Front
    First Drive
    21 September 2016
    New Fiat Tipo offers impressive space and practicality for a reasonable price. We try the 1.6 diesel on the demanding roads of North Wales
  • Seat Ateca 1.4 TSI 150
    First Drive
    20 September 2016
    The Seat Ateca 1.4 TSI 150 makes perfect sense: it's spacious, tidy to drive for an SUV and cheap to run