automotive

Ford Rolls Cars In Europe, Trucks In U.S.

Ford Ka

Would that Ford's European performance ends up a harbinger for its success in the U.S. Ford, the No. 2 automaker in Europe, says its new-vehicle sales volume there increased over 2008 for the second month in a row -- giving it its best July and year-to-date market share since a decade ago.

Ford of Europe also reports it had combined 9% share of 19 Euro markets in July, up 0.6% versus the month last year. The company says it grew market share in 13 of its markets. Sales for the industry as a whole fell 1.5% in Europe during the period.

Ford said it sold 125,200 new vehicles in its European markets last month -- up 5% -- and in the first seven months of the year sold 871,400 vehicles -- down 7.3% versus the period last year -- while the total industry in Europe declined 12.2% in that period.

Ingvar Sviggum, Ford of Europe's VP marketing, sales and service, said in a release that Ford's performance cannot be explained only by "Cash for Clunkers" programs in various European markets. "The industry figures show ... that despite the positive impact of various national vehicle scrappage schemes, the overall trend is still negative and the underlying market weak."

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He said Ford's take is that the programs should continue, "and then be phased out in an orderly manner to avoid any dramatic reduction in market demand that could damage the still fragile improvement we have seen in recent months."

Ford's sales volume in Germany -- one of the countries with such a program -- increased by 45% in July, about twice the industry average and Ford's highest monthly share there since June 2004.

There's also good news in the U.S. for Ford and other domestics in the truck arena, where Nissan and Toyota have tried to make inroads. Kelley Blue Book said in its second-quarter "2009 Brand Watch" study, detailing consumers' perceptions of truck brands, that in the past year domestic truck consideration has increased or held steady, while import truck consideration has decreased.

The firm says Ford is the most-considered truck brand at 58%, Chevrolet is second with 51%, Dodge is third at 37% and GMC is fourth at 33%. Kelley Blue Book says Ford consideration is up 12 points from the previous year, and is overtaking Chevrolet as the most-considered truck brand. Chevrolet and GMC consideration has remained constant in the second quarter of 2009 compared to the previous year, per KBB.

Kelley Blue Book says consideration for Toyota trucks fell from 34% to 31%, Nissan truck consideration fell from 17% to 13%, and Honda truck consideration fell from 7% to 4% in the second quarter of 2009.

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