In a new vehicle market defined by double-digit declines, Ford Motor Company of Southern Africa (FMCSA) earned another month of positive sales in July 2016.
Brian Joss – Registering a total of 6 002 vehicles sold for the month, this represented a 13.1% sales increase for Ford compared to the preceding month, and secured its status as the second best-selling brand overall in South Africa.
Year-to-date, Ford’s share climbed to 14.9% from the 14.3% registered during the same period last year, setting the tone for a marked improvement in the company’s overall market share that ended on 14.1% in 2015.
The Ford Fiesta, notched up its very own all-time sales record of 1 740 units for the month.
The unabated high levels of demand for the EcoSport saw it reach 867 vehicles for the month, up from 805 vehicles in June, thus continuing its dominance of the compact SUV segment since launch.
“There’s no doubting that the automotive industry is experiencing an extremely tough year, but it is very encouraging that within this climate Ford has not only increased its year-to-date share, but also achieved one of its highest-ever volumes through the dealer channel,” says Neale Hill, Ford Motor Company of Southern Africa Director of Marketing, Sales and Service.
“This proves that customers are drawn to the exceptional value proposition that the current Ford model range offers, combined with trend-setting technology, safety, quality and after-sales service.”
According to the National Association of Automobile Manufacturers of South Africa (NAAMSA), July 2016 aggregate new vehicle sales at 44 883 units had registered a substantial decline of 9 222 vehicles or a fall of 17% compared to the 54 105 vehicles sold in July last year.
The market was also flat compared to the preceding month, dropping 56 units from the 44 939 vehicles sold in June 2016.
Overall, out of the total reported July industry sales of 44 883 vehicles, an estimated 36 947 vehicles or 82.3% represented dealer sales, 13.1% represented sales to the vehicle rental industry, 3.0% were industry corporate fleet sales and 1.6% sales to government.
The new car market, at 29 007 vehicles, reflected a decline of 7 520 cars or a fall of 20.6% compared to the 36 527 new cars sold in July last year. This was despite a strong contribution by the car rental industry which had accounted for 18.5% of new cars sold during the month.
Domestic sales of industry new light commercial vehicles, bakkies and mini buses at 13 575 vehicles during July, 2016 reflected a decline of 1 490 vehicles or a fall of 9.9% compared to the 15 065 light commercial vehicles sold during the corresponding month last year.