GM Europe and Ford Europe : same 20 years‘ decline
- For the past twenty years, Ford Europe has experienced the same decline on the European continent as GM Europe which has just been bought by PSA in 2017. Its market share has progressively decreased from almost 12% in 1995 to less than 7 % in 2017. At the same time, GM Europe's market share decreased from 12% to 6%.
- The two American manufacturers’ subsidiaries have therefore followed a parallel path since 1995. This means that Ford Europe's position is as unenviable today as that of GM Europe just before its acquisition by PSA. Will the parent company in Dearborn let its European subsidiary keep losing market share and influence on the European continent? This question remains unanswered. But Inovev believes that the issue of the sustainability of Ford Europe must arise at some point in Dearborn, especially after the possible consequences of Brexit (Ford's position in the European market will be weakened), because below 5% market share in Europe, this subsidiary could no longer be viable.
- Already, in the first 10 months of 2017, Ford Europe is behind Fiat-Chrysler, and for the first time behind the BMW group, in terms of sales in Western Europe, and almost at the level of the Daimler group, with a 2% drop in sales while Daimler’s share increased by 6%, which means that they could overtake Ford Europe by the end of the year. Ford Europe would become, in this case, the smallest European manufacturer!
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