30 June 2016

Ford UK Sales By Model : 2005-15

The Kuga is selling well in the UK

In the final in the series, Ford has stopped the slide in market share (now 13%). This revolves around the Fiesta, which in 2015 accounted for 40% of all Ford cars sold in the UK. 84,000 to 133,000 were sold in 2015. The Focus fell from 36 to 25% of total Ford cars and 124,000 to 84,000 sales. The mirror image between these in change of fortunes is remarkably close.

The Kuga now has established itself as a popular model in the range. The Mondeo has fallen from 17 to 6% of Ford cars, quite a drop. Ford sell eleven models categorised as passenger cars so the 'Others' figure has increased. In 1965, sales were based on four models. We want more variety and many more segments exist today.

Ford seems likely to reain the best selling brand in the UK for the foreseeable future. It doesn't take the same market share as it once did and no brand ever will, again. Those days are over. Much more choice will guarantee that.

Yr Fiesta Focus Kuga Mondeo C-Max Other Total
05 84 24 124 36

58 17 21 6 61 18 348 14
06 104 30 119 35

48 14 19 5 55 16 344 15
07 103 29 118 34

48 14 20 6 60 17 349 15
08 95 29 102 31 4 1 44 14 22 7 56 17 323 15
09 117 37 94 30 10 3 34 11 9 3 52 16 316 16
10 103 37 78 28 12 4 30 11 8 3 50 18 280 14
11 96 36 82 31 11 4 20 8 19 7 38 14 266 14
12 109 39 83 29 11 4 22 8 17 7 41 15 282 14
13 122 39 87 28 14 4 16 5 20 6 51 16 311 14
14 131 40 85 26 24 7 14 4 18 6 53 16 327 13
15 133 40 84 25 33 10 20 6 16 5 48 14 335 13

Data source: SMMT.

For the first in the series: 1965-74.

Ford UK Sales By Model : 1995-2004

The Ford Ka was reasonably successful in the UK

Ford was losing it's vice like grip on the UK market. One source said it was due to pulling back on less profitable sales and fleet buyers being less likely to buy from a few models, with a more liberal attitude to choice becoming the norm. Whatever the reasons, Ford was shedding market share at a consistent rate.

Below sales are in thousands, so add three zeros. The smaller number to the right of each model column is share of the Ford total. The one exception is under 'Total', where the figure shows the share of total UK sales. Ford went down between 1995 to 1994 from 21% to 14%.

The Focus, Fiesta and Mondeo were dropping while new models such as the Ka and C-Max were not selling in sufficient volumes to make up the difference. Consumers were widening in their tastes and premium marques were growing. However, the only other brand near Ford was GM Vauxhall which was managing to hold on to its share of the market.

Yr Escort Fiesta Mondeo Ka C-Max Other Total

Focus




95 130 32 138 34 118 29



25 6 411 21
96 129 32 140 35 101 25



28 7 397 20
97 114 29 119 30 107 27 29 7

27 7 396 18
98 114 28 116 29 100 25 37 9

38 9 404 18
99 135 35 100 26 77 20 43 11

33 9 388 18
00 127 38 92 25 69 19 47 13

24 6 374 17
01 140 35 98 24 87 21 54 13

26 6 404 16
02 151 38 94 23 72 18 63 16 3 1 21 5 401 16
03 132 35 96 25 60 16 58 15 23 6 10 3 379 15
04 110 30 89 24 60 16 52 14 31 8 9 3 367 14

Data source: SMMT.

For the following article: 2005-15.
For the first in the series: 1965-74.

Ford UK Sales By Model : 1985-1994

The Ford Escort. A very practical car

Ford were now clearly the preeminent brand in the UK, but stumbled slightly through this period. Living in far away New Zealand, I can only look at the data to see why. Market share as a whole (extreme right column) was in the high 20's as the 1980's came to a close, but fell into the low 20's for the early 90's.

The Capri was over, without a replacement. The Granada class was finishing and the Escort with a boot (the Orion) was ending, absorbed in the Escort model as it should have always been. The Sierra was falling and only the arrival of the Mondeo in 1993 spared blushes for that segment. It was the Escort and Fiesta that were the backbone of the range.

Yr Escort Fiesta Sierra Orion Granada Other Total



Mondeo


85 157 32 124 26 102 32 65 13 26 5 11 2 486 27
86 157 30 144 28 114 30 55 11 37 7 8 2 515 27
87 178 31 153 26 140 31 69 12 35 6 4 1 580 29
88 173 30 145 25 163 30 68 12 35 6
584 26
89 181 30 149 25 176 30 69 11 34 6
609 26
90 142 28 151 30 129 25 51 10 34 7

507 25
91 110 29 117 30 94 24 40 10 25 6

386 24
92 121 34 107 30 77 22 33 9 15 4

353 22
93 122 32 110 29 109 29 24 6 14 4 2
382 21
94 144 34 124 30 127 30 1 0 11 3 12 3 419 22

Data source: SMMT.

For the following article: 1995-2004.
For the first in the series: 1965-74.