September figures mixed bag for Ford

Ford has maintained its UK market leadership in September when overall sales were boosted by the “60” registration plate change.

In the figures released by the Society of Motor Manufacturers and Traders (SMMT) for September new car registrations, Ford was overall car sales leader in September with 46,389 units registered, this figure was down 15% however on last Septembers total of 54,553 units.

Ford is also top when it comes to the year to date figures, having registered 230,426 units in the 9 months to September (down just under 8% on last Septembers YTD figure of 249,076 units). Ford’s share of car sales for the month was 13.8 per cent and for the year to date 14.1 per cent (down from 16.4 and 14.8 per cent respectively in September 2009)

More importantly Ford’s September car retail sales share increased from 12.3 to 12.8 per cent compared with September 2009 and the quality of this share was emphasised by a corresponding increase – from 10.2 to 11.1 per cent – in its share of the “private” segment, which more closely reflects the preferences of the individual retail customer.

The Ford Fiesta continued its outstanding sales performance as the UK’s No 1 best seller for September and for the year to date. The Fiesta alone captured 5.7 per cent of the market in September shifting 19,078 units and with 85,941 units registered so far in 2010 it has captured 5.3 per cent year to date.

Ford moved up 2 places to 14th in September’s Car Makers Premier League with an overall decrease in registrations of 15% compared to September 2009.

Nigel Sharp, managing director Ford of Britain, said: “In an intensely competitive market we are delighted with the overall balance of demand for our most appealing ever range of vehicles, especially the strength of demand in the private retail sector. Retail sales accounted for more than 52 per cent of our total registrations in September. A clear pricing policy and advertising communications emphasising the outstanding value provided by the Ford range are strengthening the market presence of the brand and securing our UK market leadership.”