Currently reading: Ford's price rises dent reputation
Ford's continued price hikes are turning loyal buyers away from the brand
2 mins read
17 February 2010

Ford, long-time leader of the UK market for new cars, is in danger of losing customers after a series of recent price rises.

The increases have added thousands to the asking price of some of its cars during the past 12 months and, as Autocar has learned, traditional Ford buyers are now considering leaving the brand.

Potential Ford buyers were asked if they were planning to replace their cars this year, and 60 per cent said they were surprised by the price rises, while 40 per cent said it would put them off buying a car.

Ford ‘realigned’ its prices four times during 2009, and again on 1 January this year, when the government’s VAT rate increased. It blames the plummeting value of sterling versus the euro (the pound has lost 30 per cent of its value against the euro since 2007).

However, by comparing January 2010 prices with those of September 2009 on three randomly selected models, we found that Ford’s average asking price for a new car has risen by 5.3 per cent in the past six months. A Ford Focus 1.6 TDCi Titanium is 6.2 per cent (£1250) more expensive this month than it was in September last year.

Using the same random comparisons, we discovered that Vauxhall’s prices have risen by 3.9 per cent over the same period, and Volkswagen’s by 4.2 per cent.

Ford started a campaign earlier this month that offers up to £5000 off the list price of every Zetec model in its range until the end of March, taking the price of a Galaxy Zetec from £26,145 to £21,495. Ford of Britain MD Nigel Sharp said "We are determined to provide the best possible value to our customers."

Twitter - follow all the latest Ford reviews, news and video


Find an Autocar review

Read our review

Car review
Ford Focus 2011-2014

Can the Ford Focus capture the hearts and minds of hatchback buyers, or have its traditional rivals managed to perfect the formula?

Join the debate


17 February 2010

It doesnt surprise me - the cost of alot of new cars these days is massive from these so called "Main Stream" brands. Its no surprise really that the Koreans are taking market share.

Although I think I read somwhere the other day that Ford are dropping prices..... Im sure I did.... cant remember where though.

17 February 2010

It really annoys me how the list price factors in haggling, Ford are one of the worst culprits for this, I think most car buyers would prefer a lower haggle-free fixed price. The whole haggling thing is intimidating to a lot of people, we are not used to doing it in this country, apart from on cars & on houses where an agent acts as a go-between anyway. A fixed price means you go away knowing you paid a fair price the same as everyone else, rather than going away wondering if you got a good deal or not & whether the other guy in the showroom paid less than you. Its grossly unfair as well as it allows unscrupulous dealers to rip off older/vulnerable people who will pay the list price even when the dealer knows full well there is a couple of thousand "haggle-room" in the price.

If I remember rightly Daewoo marketed a similar fixed-price policy in the 90s when they were new, & they certainly did OK considering they were a brand new unknown foreign brand. I would bet that it attracted more people than it put off, especially as I say older/vulnerable people who find haggling intimidating.

17 February 2010

I can understand that these price hikes annoy people - but despite these adjustments an identical car is still guaranteed to be massively cheaper in the UK than on the continent. If you have doubts, just look at the VW or Ford france websites.

17 February 2010

What ford will (or should be) losing more sales on is their smallest cars. We recently looked at a ford ka and to get a model with electric windows and body coloured mirrors (nothing more i might add) the list price was 9.5k, for a ka!!!!!

Obviously the salesman tried to keep this from me for as long as he could, but when i found out and told him that I knew pre-scrappage the same model was conveniently around 2-2.5k cheaper he suddenly dropped the 'how can we get you to sign' attitude.

Scrappage has alot to answer for and i can't believe people actually fall for these kind of deals. Practices like displaying post scrappage discount prices should be banned too.

It has to be said however, that the koreans (and fiat oddly) seem to be the only companies keeping their prices down.

17 February 2010

I'm getting fed up with this sort of thing where the exchange rate is blamed for price hikes. What seems to happen is the companies put the prices up quickly but bring them down slowly. Remember the Euro is now weakening against the pound.

Look at oil prices too half of what they were last year but we get all the guff about refining costs so petrol cannot really come down .Yada yada .

Gas a third of what it was last year and the utilities just starting to drop prices by 5% or so. Well whoopeedo .

Sorry but I think they only do it as long as they think they can get away with it . So I am crying crocodile tears for Ford. Oh and I have no plans to buy a Ford either . Why would I when I can get better for less .

17 February 2010

Sorry, '10 potential customers'? That is surely enough of an exhaustive study to warrant being one of the main headlines on the website.

I'm guessing the actual story here is 'Ford have raised their prices in the last year, marginally more than Vauxhall and VW have. Everyone already knew that, so we asked 10 blokes who happened to walk by the office, and renamed the article to provide 'news''.

Regardless of that, new car prices for 'mainstream' OEMS are back to being ridiculous again.

17 February 2010

Im not suprised that the traditional buyers are running, after all Ford had made it quite clear that they aspired to the premium sector rather than the 'good price point'.

And thats the problem.. i cant see that many Audi A4 customers will be swapping them in for Mondeos, or many Golf drivers that aspire to a Focus. A Jap car buyer is unlikely to make the move to a Ford too.

Ford make some really good cars but it simply doesnt have the brand image to go along with high pricing. And its brand image which allows a company to charge a premium and still retain desirability (VW Golf, BMW Mini)

It takes more than product placement in a bond movie...............................

17 February 2010

Hmm - you obviously asked 10 morons then who don't negotiate - the discounts available on most Fords are massive.

Even if you don't haggle - just look at the offers on their website - new zetec S Fiesta with bluetooth and some other bollox - £13495 and 4.9% APR options with teeny deposit.

Better still - since Ford amended their privilege discount scheme, you only have to know someone who works for Ford to qualify for their " Ambassador " discount - which is 50% of what a Ford employee or family member is entitled to.

Fact is - you don't have to buy some cheap French shyte if you are poor or tight - you can also buy a discounted Ford.

17 February 2010

buy the car from the proper dealer who offers massive discounts and this should not be a problem

17 February 2010

Even if the discounts are massive it doesn't always mean Ford provide the best deal. We are in the position of ordering a new company car - provided through one of the big lease companies. Available on our list of cars to order in the price bracket is a Focus 1.6TDi Zetec with barely any money left over for extras or an Audi A3 Sportback 2.0TDi Sport with money available to spec out Bose sound system and some other goodies. This reflects the Ford's poor residual value after 3 years surely. Guess which car we've ordered? Ford just didn't come into the equation.


Add your comment

Log in or register to post comments

Find an Autocar car review