Ford won't discount cars in order to reverse sales slump
23 June 2010

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

  • Dallara Stradale
    The Stradale is the first road-legel car from Italian motorsport constructor Dallara
    First Drive
    16 March 2018
    The motorsport constructor's first road car is inspired by Lotus minimalism. Does it thrill on road and track?
  • Hyundai i30 N
    Standard spec is good so paint colour is our car’s only option
    First Drive
    16 March 2018
    What’s Hyundai’s first hot hatch and N-brand debutant really like? Let’s find out
  • Porsche Boxster GTS
    This is the new GTS version of the Porsche Boxster
    First Drive
    15 March 2018
    The 718-generation Boxster is our favourite roadster of the moment – so is this new GTS variant worth the extra outlay?
  • BMW 5 Series
    First Drive
    15 March 2018
    The BMW 5 Series is top of the mid-exec pack, but is there still room for a diesel saloon in everyday family life?
  • Audi A7 front
    First Drive
    14 March 2018
    The new Audi A7 Sportback looks the part, but how does the new Mercedes-Benz CLS rival cope on UK roads? We find out