Ford has been steadily losing market share in Europe for 25 years
- The Ford brand has been steadily losing market share in Europe (EU + Switzerland + Norway) and in the United Kingdom, since 1997. Ford then sold 400,000 cars in the United Kingdom, its largest European market, representing 18% of the British market which then reached 2.2 million passenger cars. In 2022, Ford sold 130,000 cars in the UK, representing 8% of a market which reached 1.6 million passenger cars. In 25 years, Ford sales in the United Kingdom dropped by 67.5%!
- The decline in its first European market has been continuous for 25 years. Three periods stand out among others: 1995 to 2005 when Ford's share in the United Kingdom fell from 21% to 14%, 2005 to 2009 where Ford managed to stabilize its market share at 15-16% in a declining British market, and finally 2009 to 2022 where Ford plunged again in the United Kingdom with a market share falling from 16% to 8% in 13 years.
- There are multiple reasons explaining this Ford situation in Europe and the United Kingdom. But the main reasons are the brand's lack of competitiveness compared to Volkswagen and Japanese and Korean brands, the lack of innovation which is the result of a cost management from the owner, the American group Ford Motor, the shrinking of the range (end of B-Max, C-Max, S-Max, Galaxy, Mondeo, Ka, Fiesta). This reduction accelerated the decline of Ford in the United Kingdom, which had remained the leader in this market since the collapse of the British Leyland group and then Austin-Rover.
- The future of Ford in Europe and the United Kingdom appears very uncertain.